Oct 01 2007
Yahoo coins term “Passionistas” in new study… is this a new demographic?
Yahoo has invested in new study that highlights what we already know. Recently released and titled Empowered “Passionistas” Influence can be Harnessed, it maintains that tapping into consumers passions gives advertisers powerful advocates.
Excuse me, I don’t believe that the term “passionistas” is any more concise that the term “enthusiasts”, that has been bantered around for a number of years. Or am I missing something? Is this a new demographic that is even more rabid than the enthusiasts? Andy Sernovitz and his Word of Mouth Marketing book is one of the more recent that define this concept and highlight how companies get enthusiasts to spread the word and his is not the first. I have no problem with the Yahoo study and applaud them for it. They should however, reference ideas that drive the study. I’m surprised the term hasn’t made its way into Wikepedia yet.
Passionistas and Sandinistas. Is there a revolution taking place?
it’s different. Here’s why, unlike the concept of just talking about influencers (which is brilliant as you stated), the studies main objectives were to give marketers good ways to talk to people online.
One - brands should go where activity is natural
It’s natural for someone who is passionate about a topic to search more on it, talk about with friends and family, notice ads on tv/online/print, and probably write about it online (if they blog, etc). This is sponsorship 2.0. You are drawing in the passionate consumer and aligning with what they love.
Two - people are willing to give brands a chance aligned to their passion
It’s human nature to like people who like what you like. Self love is what I call it. There’s data to prove that passionate consumers will have greater affinity to brands when they are more closely aligned to their passion. The ability to display that alignment through content and engagement online is much better.
There is plenty more in the report… pr can only do so much.
Advertising.yahoo.com
HAPPY HOLIDAYS!