Everywhere you turn these days you can’t help but be exposed to messaging, in many forms. Information is available 24/7 through the power of the Internet. And it’s not just limited to sitting in front of a computer anymore. Now, you can find “stuff” through your Smartphone or tablet, wherever you are. But the increased exposure to information, no matter how persuasive, hasn’t necessarily equated to trust.
Findings from a new survey by Nielsen show that people still value information from those who they know (word-of-mouth) over other more costly sources of information, with 92 percent saying they either completely or somewhat trust recommendations from people they know. The lowest percentage was at 29 percent for text ads on mobile phones.
Consider what this research tells us in terms of the most effective education tactics. It demonstrates that advertising, no matter how rampant it has become, has not replaced the power of the personal connection. So keep that in mind when strategizing on ways to get the most impact out of your campaigns. Perhaps consider a more robust events schedule, where you can interact with residents one-on-one and a bigger ROI.
If there’s a trend to be found in the survey results, it’s that the conversation – between peers, between neighbors, etc. – is still a powerful tool. And that sometimes, the most effective means of information sharing for consumers, is typically the least expensive to implement.
We want to hear from you … how have you incorporated making a personal connection with your residents into your education tactics? Comment below or email us at email@example.com.
© 2013 CVP