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The Reward and Risk of “Passionistas”
10.01.07 | No Comments

A new report from Yahoo! and MediaVest describes the behavior of a group of consumers called “Passionistas.” With only the press release to go on, I’m assuming what sets these consumers apart from brand “evangelists” is overall involvement in an interest versus a specific manufacturer. The stats that they released are interesting:

  • 53 percent said they would try a brand they had not previously considered if it were associated with their passion, versus 41 percent of typical users;
  • 49 percent said their opinion of the brand would be more favorable if associated with their passion, versus 34 percent of typical users;
  • 46 percent said a brand has greater credibility if associated with their passion, versus 34 percent of typical users;
  • 43 percent said their opinion of a brand is more positive if they sponsor an event related to their passion, versus 30 percent of typical users.
  • While this speaks volumes about the value of aligning an image with a lifestyle segment, and the importance of psychographic targeting, it does not address the potential threat that this group can pose to a company. The study also mentions that this group performs over 100 searches a year related to their interest area and uses tools such as RSS to stay updated with related news and sites, implying that they are hyper-aware of related developments. This hawkish attention can result in teapot tempests around developments that would be considered minor by the general public - say an inattentive rep at an event, discontinuing distribution through a store, or a trademark dispute. All of these relatively trivial business decisions have caused real-life outrage among isolated groups in the past, as once fond consumers turned quickly on brands they had embraced. A high-profile example of this is the current iPhone unlock/bricking “scandal”, where a software update temporarily rendered a tiny portion of phones inoperable. But the small number that were affected are owned by the “Passionistas” of tech, who are the most vocal and connected. And though Apple has a stellar 20+year record of embracing its evangelists, the last two months (starting with the $200 price drop) have created an increasingly negative perception of a formerly “untouchable” brand. An extreme example, to be sure, but one that advertisers would be well served to keep in mind as they look to engage their customers through personal interests, and realize that the commitment needs to extend much deeper than hanging a logo at an event.

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