Rewire Old Marke-ng For New Revenue
#ReferralMarke*ng
Webinar Sponsored by
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Welcome Webinar A:endees
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Follow This Webinar On Twi:er
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About Retail TouchPoints
ü Launched in 2007
ü Over 28,000 subscribers
ü To provide executives with relevant,
insightful content across a variety of
digital medium
Free subscription to our weekly newsletter: WWW.RETAILTOUCHPOINTS.COM/SIGNUP
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Panelists Debbie Hauss Editor-in-Chief
Retail TouchPoints
MODERATOR
Matt Flight Sr. Manager,
Email and Loyalty Programs Gazelle
Jen Leen Director of Marketing
Extole
Marke*ng: Leading Business Influencer
The ShiH To Newly Defined Roles
More than 60% of retail organiza*ons have added or changed C-‐level roles/func*ons in the past two year to reflect changing retail
reali*es.
New Roles In Place Today
Customer-‐Centricity Is The Focus
Syncing Data Across Channels
Smart Marketers Engage In Ac*ve Listening
ü Monitor social channels for content and men-ons specific to the company (70%)
ü Iden-fy key social influencers in a market for engagement (55%)
ü Iden-fy and priori-ze social posts for engagement (45%)
ü Iden-fy customer advocates for outreach and engagement (42%)
Aberdeen: Social Powers Ac.vate: Engineering Social Engagement To Win The Hidden Sales Cycle
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Growth Of Retailers’ Social Fan Bases
More than 90% of retailers are tracking their fan base, finding impressive increases, up to 75% per month. -‐Retail TouchPoints 2014 study: Strides in Social Commerce
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Imagine yourself at the beach with friends.
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This is as big as
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Pay for Customers Not Traffic Pay for Customers Not Traffic
Search Referral Marketing
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Marketers Have Control
Share & Earn refer.mycompany
Marketers Have Control
Share & Earn refer.mycompany
Word of Mouth Referral Marketingvs.
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Why Does it Work? Why does it work?
End-to-end program you can track, measure, analyze and optimize
Target rich, sophisticated creative to segmented audiences !
Reach people who aren’t looking for you or don’t know your brand
#ReferralMarke*ng #ReferralMarke*ng
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#ReferralMarke*ng #ReferralMarke*ng
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Treat it as a Program
Keep it genuine
Make your offer compelling
Promote, promote, promote
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Keep it genuine
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#ReferralMarke*ng
Referrals drive purchases
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Make your offer compelling
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#ReferralMarke*ng
#ReferralMarke*ng
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Promote
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#ReferralMarke*ng
#ReferralMarke*ng
#ReferralMarke*ng
#ReferralMarke*ng
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Hit Peak Performance with Timed Blasts
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Measure & Optimize
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Building a Great Program
Began promoting
on site
Added in-packagepromotion
Changed headerCTA color
Sent dedicatedemail
Turned on “stats” nurture email
Dedicatedemail to full list
Ne
w C
ust
om
ers
Acq
uir
ed
Optimization Over Time
100
200
300
400
500
600
700
800
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1,000
Month 1 Month 2 Month 3 Month 4 Month 6 Month 7Month 5
Building a Great Program
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Make the message clear
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Make the message clear
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Know Your Customers
#ReferralMarke*ng
“If you’re not spending on referral marketing, you’re making a mistake.”
– Gigaom Gigaom Research, “Workhorses and dark horses: digital tactics for customer acquisition,” June 2014.
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Q&A
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Q & A // Panelists Debbie Hauss Editor-in-Chief
Retail TouchPoints
MODERATOR
Matt Flight Sr. Manager,
Email and Loyalty Programs Gazelle
Jen Leen Director of Marketing
Extole
#ReferralMarke*ng
Thanks for a:ending! Download and view this webinar at: hJp://rtou.ch/rewire-‐marke-ng-‐web
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