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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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