Empower The Voice Of Your Customers With

Referral Marketing

#ReferralMarketing 

Webinar Sponsored by

#ReferralMarketing

Welcome Webinar Attendees

#ReferralMarketing

Follow This Webinar On Twitter

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#ReferralMarketing

About Retail TouchPoints

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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 hello@extole.com for more questions

o Download Extole’s Referral Marketing Best Practices for 2014

o Stay Current on Extole News and Happenings!

email: hello@extole.com | 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