empower the voice of your customers with referral marketing
TRANSCRIPT
Empower The Voice Of Your Customers With
Referral Marketing
#ReferralMarketing
Webinar Sponsored by
#ReferralMarketing
Welcome Webinar Attendees
#ReferralMarketing
Follow This Webinar On Twitter
#ReferralMarketing
#ReferralMarketing
About Retail TouchPoints
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Over 28,000 subscribers
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a variety of digital medium
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#ReferralMarketing
Panelists Debbie HaussEditor-in-Chief
Retail TouchPoints
MODERATOR
Jen LeenHead of Demand
GenerationExtole
Ernan RomanFounderERDM
Michael HampMinister of Finance and
Special OpsCriquet Shirts
Empower the Voice of Your
Customers with Referral Marketing
Ernan Roman President, ERDM
6/24/14
Discussion Points
Game changing insights from recent VoC Research:
– 5 Voice of Customer Research Based Prerequisites for Referral Marketing
Songza: High-value Customer Experiences which drive word-of-mouth referrals.
#ReferralMarketing
5 VoC Research BasedPrerequisites for Referral Marketing
Learnings from 12,000+ hours of VoC Interviews
#ReferralMarketing
5 VoC-based Prerequisites for Referral Marketing
These 5 CX requirements must be satisfied to earn the right for customers to rave about you;
#ReferralMarketing
5 VoC-based Prerequisites for Referral Marketing
These 5 CX requirements must be satisfied to earn the right for customers to rave about you;
Engaging and competitively differentiating customer experiences are the foundation of today’s customer relationships. Is this how consumers view your brand?
#ReferralMarketing
5 VoC-based Prerequisites for Referral Marketing
These 5 CX requirements must be satisfied to earn the right for customers to rave about you;
Engaging and competitively differentiating customer experiences are the foundation of today’s customer relationships. Is this how consumers view your brand?
Personalization of content, communications and experiences per customer's individual preferences are proof points that you care about your customers. Are your communications preference driven?
#ReferralMarketing
5 VoC-based Prerequisites for Referral Marketing
Spray and pray blasts of email hurt your brand and alienate customers. How much damage might yours be causing?
#ReferralMarketing
5 VoC-based Prerequisites for Referral Marketing
Spray and pray blasts of email hurt your brand and alienate customers. How much damage might yours be causing?
It’s not about self serve. Customers want guidance and education which delivers value and saves time. Are opportunities to engage and serve evident in each of your channels?
#ReferralMarketing
5 VoC-based Prerequisites for Referral Marketing
Spray and pray blasts of email hurt your brand and alienate customers. How much damage might yours be causing?
It’s not about self serve. Customers want guidance and education which delivers value and saves time. Are opportunities to engage and serve evident in each of your channels?
Authenticity, storytelling, emotion and real-time engagement in conversations are powerful elements in today’s marketing. How does your marketing rate?
#ReferralMarketing
Differentiation Through Deep Personalization
and WoM Marketing
Create a Compelling Customer Experience
#ReferralMarketing
Personalization of Context and Content
Differentiation by personalizing to your needs right now; your context will dictate your content
#ReferralMarketing
Relevance Drives Referrals
Mondavi wanted to tell customers they make drinking wine with friends better.
Created an ad that actually made drinking wine with friends better (versus pushing Mondavi wines).
Song used in the commercial (commissioned by Mondavi for the commercial) was so perfect for the moment, that people took to Twitter to share the commercial and ask how they could get the Mondavi song.
#ReferralMarketing
Mondavi Video
Josh Fenster @jDfenz
Great native advertising by @Tostitos on @songza. #digitalmarketing
Relevance drives referrals
Reply Retweet Favorite More
Josh Fenster @jDfenz
Great native advertising by @Tostitos on @songza. #digitalmarketing
Relevance drives referrals
Reply Retweet Favorite More
Barbecuing with Tostitos
Niki Hillier @nikihi
@Tostitos @songza @jDfenz Songza and lime tostitos and salsa complete me.
Relevance drives referrals
from Studio City, Los Angeles Reply Retweet Favorite More
#ReferralMarketing
@songza @jDfenz Oh Songza, you complete us.
TostitosVerified account @Tostitos
Relevance drives referrals
Reply Retweet Favorite More
#ReferralMarketing
Relevance drives referrals
5 Questions to Consider Regarding Your Referral Marketing
Do customers think that your customer experience is truly engaging and competitively differentiating?
Are your communications personalized per customer's individual preferences?
Are you damaging your brand with low yield spray and pray marketing blasts?
#ReferralMarketing
5 Questions to Consider Regarding Your Referral Marketing
Are you pushing customers into “self serve” to reduce your costs and as a result, reduce your value to customers?
Would customers describe your marketing as having authenticity, storytelling, emotion and real-time engagement in social conversations?
#ReferralMarketing
Additional Information for You:
Today’s Presentation
Ebook; 5 Strategies for Transforming Your Customer Experience
14 Step Checklist For Breakthrough Multichannel Marketing
7 Marketing Mistakes You Need to Avoid
Case Studies
Blog; Ernan’s Insights on Marketing Best Practices
#ReferralMarketing
#ReferralMarketing
Referral Marketing
#ReferralMarketing
The Referral Marketing Opportunity
#ReferralMarketing
Your Customers Expect It
#ReferralMarketing
Referral Results
#ReferralMarketing
Complete, End-to-End Program
#ReferralMarketing
Extole: the Leader in Referral Marketing
#ReferralMarketing
Referral Marketing Best Practices
#ReferralMarketing
Create the Offer
#ReferralMarketing
Make it Easy to Share
#ReferralMarketing
Streamlined Sharing
#ReferralMarketing
Create an Engaging Friend Experience
#ReferralMarketing
Friend Welcome Page
#ReferralMarketing
Promote Strategically
#ReferralMarketing
Promotion Drives Sharing & Conversion
#ReferralMarketing#ReferralMarketing
#ReferralMarketing
#ReferralMarketing
#ReferralMarketing
Hit Peak Performance with Timed Blasts
#ReferralMarketing
High Performing Promotion
#ReferralMarketing
Measure & Optimize
#ReferralMarketing
Analyze and Optimize the Program
#ReferralMarketing
Results Marketers Can Expect
New Customer AcquisitionReferred Customers:• More loyal• High LTV• Low attrition rates
#ReferralMarketing
Treat it as a Program
Consider your audience
Promote where they are
Tailor your messaging
Create a compelling offer
Criquet Shirts
High Performance Shirts for the 19th Hole
Who we are
• Austin-based lifestyle brand
• Makers of vintage-inspired golf shirts, polos, and button downs
• Clothes for guys (and boys) who prefer a classic style and want to look as good off the course as they do on it
• Super soft organic cotton
• Predominantly online business
Goals of Referral Program
Expand customer acquisition funnel
Allow advocates to“market for you”
Increase customer lifetime value
Consistent On-Brand Content
Email• Dedicated email campaigns
• Referral link on the bottom of every email
Website
• Created personalized landing pages for bloggers to send readers
Social Media
Blogs
• Posts once per week (Facebook and Twitter)
• “Give 15 / Get 15” button on Criquet Facebook page
• Referral program featured prominently on websiteo Homepage overlay, best performing link
Friends Don’t Let Friends…
Definitively Positive Results
• 8 dedicated emails• Links on 110 other emails• 15 Facebook posts• 25 tweets• Many press references
• Over 1 million impressions• 2nd highest conversion
rate of any marketing channel
Take Advantage of Referrals
• Keep offer simple o Give 15% / get $15o Immediate gratification
• Increase top of the funnelo Sponsored posts are very
effective• Make sure content is on-
brand and shareable
#ReferralMarketing
Q&A
Next Steps
o Keep an eye out for the replay
o Email [email protected] for more questions
o Download Extole’s Referral Marketing Best Practices for 2014
o Stay Current on Extole News and Happenings!
email: [email protected] | web: www.extole.com | blog: extole.com/blog
#ReferralMarketing
Q & A // Panelists Debbie HaussEditor-in-Chief
Retail TouchPoints
MODERATOR
Jen LeenHead of Demand
GenerationExtole
Ernan RomanFounderERDM
Michael HampMinister of Finance and
Special OpsCriquet Shirts
#ReferralMarketing
Thanks for attending!
http://rtou.ch/refmarketing