Is having a high level of brand recommendation enough in todays competitive markets? We studied 120 UK brands and researched 4000 adults and found that the secret to success was activating this advocacy. Incentivising promoters to get out there and pass on the word. Our research highlighted four key characteristics of brands with the most active advocates in their sectors. This can be applied to communication planning to improve communication effectiveness.

1. Leading by

3. Industry Sectors

4. Which categories are we most likely to recommend?

5. Which categories do we recommend?

6. Warning! Detractors have x3 the impact on sales as promoters Which categories have the most active detractors?

7. FMCG

8. 55% of promoters had made at least one recommendation Is Advocacy Important in FMCG?

9. So who are the UK ’ s most actively recommended FMCG brands?

10. 3 rd Place - 72.7%

11. 2 nd Place – 76.0%

12. 1 st Place – 76.9%

14. … and let ’ s not forget Innocent 74.2%

15. Results from other sectors

16. Financial Services

17. Financial services

20. Retail

21. Retail brands with the most active advocates

22. Entertainment/Mobile/Broadband

24. Top 10 most actively recommended UK brands – all sectors 90% 92.3% 92.3%

29. Thank you! Email: rmoss@goodrelations.co.uk Blog: www.wordofmoss.com Net Promoter , NPS, and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld