{"id":495,"date":"2010-11-13T04:21:46","date_gmt":"2010-11-13T04:21:46","guid":{"rendered":"http:\/\/www.renando.com\/blog\/?p=495"},"modified":"2021-01-15T21:49:45","modified_gmt":"2021-01-15T21:49:45","slug":"the-value-of-the-green-referral-a-my-pizza-personality-case-study","status":"publish","type":"post","link":"https:\/\/sidewaysthoughts.com\/blog\/2010\/11\/the-value-of-the-green-referral-a-my-pizza-personality-case-study\/","title":{"rendered":"The value of the green referral (A My Pizza Personality case study)"},"content":{"rendered":"<p>The non-commercial\u00a0<a title=\"My Pizza Personality\" href=\"http:\/\/www.mypizzapersonality.com\/\" target=\"_blank\" rel=\"noopener\">My Pizza Personality project <\/a>set out to see if pizza purchasers are concerned about the environment, and whether environmental people eat pizza.\u00a0 While we wait for that answer, check out which group is most likely to pass on your message.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-502\" title=\"The green referral\" alt=\"The green referral\" src=\"https:\/\/sidewaysthoughts.com\/blog\/wp-content\/uploads\/2010\/11\/PizzaGrr-01.jpg\" width=\"666\" height=\"666\" \/><!--more--><\/p>\n<p>The My Pizza Personality research survey asks questions about personality, environmental beliefs, and purchasing intention towards pizza.\u00a0 At the end of the research, people are given the opportunity to share the survey with others through email, Facebook, and Twitter.<\/p>\n<p>Out of the 750 responses so far, the two broad groups are split up as:<\/p>\n<ul>\n<li>those who buy pizza more than occasionally (48% of all responses); and<\/li>\n<li>those who have strong beliefs about protecting the environment (25% of all responses).<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2>Environmental versus pizza referrals and conversions<\/h2>\n<p>Let\u2019s say I paid $1,000 for a mailing list to get my 750 results (I didn\u2019t, but let\u2019s just say I did).<\/p>\n<p>That means I paid $1.33 for every response.\u00a0 Except some of those responses I didn&#8217;t have to pay for due to people referring on to their friends.<\/p>\n<p>In that 750, 360 are pizza purchasers (48%), who emailed to 32 people (9% of the pizza purchasers), of which just over 3 took the survey (10% of those emailed).\u00a0 This resulted in $4.32 worth of responses I would not have had to pay for (3 * $1.32).<\/p>\n<p>Around 187 (25%) of the 750 have strong environmental beliefs.\u00a0 They sent to 88 friends (47% of the environmentalists), almost 23 took the survey (26% of those emailed), equating to a $30.55 hypothetical return (23 * $1.32).<\/p>\n<p>That\u2019s a lot of numbers and words.\u00a0 For the more visually inclined, check out the diagram below:<\/p>\n<p><img decoding=\"async\" class=\"alignnone  wp-image-499\" title=\"Pizza personality referral\" alt=\"Pizza personality referral\" src=\"https:\/\/sidewaysthoughts.com\/blog\/wp-content\/uploads\/2010\/11\/PizzaReferral.jpg\" \/><\/p>\n<h2>Take away pizza thoughts<\/h2>\n<p>There are all sorts of assumptions we can make about why the environmental people (or others who hold onto an ideal or belief system) might be more inclined to pass on the pizza personality message.\u00a0 They may share with others to reinforce their own belief system, they may be more educated or altruistically inclined, or they may just be more likely to have friends who like pizza personality tests.\u00a0 Regardless, there is something to be said for intentionally identifying and engaging with groups who will be more inclined to pass on your message.<\/p>\n<p>It is also important to note that while the environmental group were more likely to pass on the message, they are still only a fraction of the total number of pizza purchasers.\u00a0 360 will always be larger than 187.<\/p>\n<p>With this in mind, I will leave you with two tasty points to remember:<\/p>\n<ol>\n<li>Find your niche champions; and<\/li>\n<li>Don\u2019t neglect your larger core audience.<\/li>\n<\/ol>\n<h6>Other Pizza Personality posts:<br \/>\n<a title=\"The story behind My Pizza Personality\" href=\"https:\/\/sidewaysthoughts.com\/blog\/index.php\/2010\/05\/the-story-behind-my-pizza-personality\/\" target=\"_self\" rel=\"noopener\">The story behind My Pizza Personality<\/a><br \/>\n<a title=\"Do you want spam on your pizza personality? A Twitter case study\" href=\"https:\/\/sidewaysthoughts.com\/blog\/index.php\/2010\/06\/do-you-want-spam-on-your-pizza-personality-a-twitter-case-study\/\" target=\"_blank\" rel=\"noopener\">Do you want spam on your pizza personality? A Twitter case study<\/a><\/h6>\n","protected":false},"excerpt":{"rendered":"<p>The non-commercial\u00a0My Pizza Personality project set out to see if pizza purchasers are concerned about the environment, and whether environmental people eat pizza.\u00a0 While we&#8230; <a href=\"https:\/\/sidewaysthoughts.com\/blog\/2010\/11\/the-value-of-the-green-referral-a-my-pizza-personality-case-study\/\" class=\"bwp-excerpt-more-link\">Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":5587,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_s2mail":"","cybocfi_hide_featured_image":"","footnotes":""},"categories":[184,186],"tags":[34,39,46,91],"ecosystem_role":[],"class_list":["post-495","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-about-organisations","category-about-society","tag-consumerism","tag-digital-marketing","tag-environmental-sustainability","tag-my-pizza-personality","bwp-masonry-item","bwp-col-3"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/sidewaysthoughts.com\/blog\/wp-json\/wp\/v2\/posts\/495","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sidewaysthoughts.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sidewaysthoughts.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sidewaysthoughts.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/sidewaysthoughts.com\/blog\/wp-json\/wp\/v2\/comments?post=495"}],"version-history":[{"count":3,"href":"https:\/\/sidewaysthoughts.com\/blog\/wp-json\/wp\/v2\/posts\/495\/revisions"}],"predecessor-version":[{"id":7616,"href":"https:\/\/sidewaysthoughts.com\/blog\/wp-json\/wp\/v2\/posts\/495\/revisions\/7616"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sidewaysthoughts.com\/blog\/wp-json\/wp\/v2\/media\/5587"}],"wp:attachment":[{"href":"https:\/\/sidewaysthoughts.com\/blog\/wp-json\/wp\/v2\/media?parent=495"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sidewaysthoughts.com\/blog\/wp-json\/wp\/v2\/categories?post=495"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sidewaysthoughts.com\/blog\/wp-json\/wp\/v2\/tags?post=495"},{"taxonomy":"ecosystem_role","embeddable":true,"href":"https:\/\/sidewaysthoughts.com\/blog\/wp-json\/wp\/v2\/ecosystem_role?post=495"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}