winning the zero moment of truth with word of mouth

WIN THE BATTLE FOR CONSUMER ATTENTION WITH

REFERRALS

WHO IS THIS GUY?

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•  Jason  Dea  -­‐  COO  Forewards  

•  10+  years  in  Marke=ng  and  Adver=sing  

•  Worked  with  100s  of  retailers  

A FANCY TERM WE’LL BE DISCUSSING

The Zero Moment of Truth A term coined by Google referring to all the research consumers to online BEFORE making a purchase

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THE OLD MODEL OF MARKETING

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S=mulus   1st  Moment  of  Truth   2nd  Moment  of  Truth  

In-­‐Store  At  the  Shelf  

Experience  

WE FOUND THE INTERNET

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THE NEW (ONLINE) MODEL OF MARKETING

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S=mulus   1st  Moment  of  Truth   2nd  Moment  of  Truth  

In-­‐Store  At  the  Shelf  

Experience  

Zero  Moment  of  Truth  

Internet  Research  

THE BUYER JOURNEY IS FOREVER CHANGED

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S=mulus  

In-­‐Store  At  the  Shelf  

Search  

Referrals  

Videos  

Recommenda=ons    

WHERE PURCHASE DECISIONS ARE MADE

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THE MOST INFLUENTIAL ADVERTISING

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This!

Not These Neilsen  

WORD OF MOUTH HAS CHANGED

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Refer  a  few  friends  over  days     Broadcast  to  the  WORLD  in  seconds!  

go  here…  

CONSUMERS ARE INFLUENTIAL

57% of US adults are on Facebook 338 - Average number of friends

Pew research

73% of consumers say Social Media influenced a store visit decision

Empathica

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I’m  a  big  deal  

CUSTOMERS HAVE A LOT TO SAY

83% of consumers are willing to refer

Texas Tech

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IT’S WORTH ASKING

65% of new business comes from referrals New York Times People are 4X more likely to buy when referred by a friend Nielsen

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SIMPLE CUSTOMER REFERRALS AND WORD OF MOUTH

TURN TRANSACTIONS INTO REFERRALS

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A  customer  buys  something  from  your  store  

We  trigger  a  marke=ng  campaign  asking  them  to  share  

They  share  an  incen=ve  with  friends  and  also  receive  a  reward  themselves  

How you ask: •  Targeted template campaigns and messages

THE SECRET TO MORE REFERRALS (1)

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THE SECRET TO MORE REFERRALS (2)

When you ask •  Triggered emails at key moments of the customer

journey

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THE SECRET TO MORE REFERRALS (3)

Test, test, test •  Quickly test and compare hypotheses

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REAL WORLD RESULTS

“Global beauty brand” –  $10,000+ referral sales in first 2 months –  30%+ of customers will refer

“Boutique women’s retailer” –  $3000+ referral sales in first 2 weeks –  35%+ of customers will refer

“Custom art prints” –  $2500+ referral sales in first 3 weeks –  8% lift in sales

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BUILD A PROFILE OF YOUR BEST ADVOCATES

A recipe to find more advocates •  Gender •  Location •  # of Friends •  Purchase behavior •  Purchase influence

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Find  more  of  me!  

LEARN MORE

•  http://forewardsapp.com/

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