1. WOM Marketing How valuable is Word Of Mouth? Group 7
This template can be used as a starter file for a photo album.
Group 7

2. INTRODUCTION CONCLUSION PLAN 1 2 3 4 5 MOST VALUABLE CUSTOMERS
RESUME OF THE ARTICLE 3
IMPORTANCE OF IDENTIFYING NEW CUSTOMERS 4
CLV AND CRV 5
CLEAR AND TRUSTFUL MESSAGE
CONCLUSION

3. Who do you think are the most valuable customers?

4. 1.MOST VALUABLE CUSTOMERS
Those whose word of mouth brings the most profitable new customers, regardless of how much they themselves buy.

5. Identify the customers who bring in the most referrals.
2.RESUME OF THE ARTICLE
Identify the customers who bring in the most referrals.
Then capitalize on the knowledge.

6. 3. IMPORTANCE OF IDENTIFYING CUSTOMERS
Calculate each customer’s lifetime value
Calculate each customer’s referral value
Segment customers based on CLV & CRV
Target your marketing strategies by segments
Champions (high purchasing behavior- low referring)
Affluents (high purchasing behavior- low referring)
Advocates (low purchasing behavior- high referring)
Misers (low purchasing behavior- low referring)
Increasing marketing Return On Investment

7. WOM applied to segmentation
3 main segments: affluents, advocates and misers
Objective: draw customer value matrices relevant to each sample in order to adapt our mareting campaigns to their needs:
Affluents: direct-mail promotion to encourage them to refer more customers.
Advocates: cross-selling and up-selling to increase their lifetime value
Misers: combination of both techniques in order to increase their CLV and CRV

8. DEVELOPMENT

9. VIDEO

10. 4.CLV AND CRV
What is CLV ?
Simply knowing what an average customer $is$ to your business in a certain period of time
Better decision making =
More accurate Budgeting for marketing campaigns

11. They know what’s CRV is about!
I would rather earn 1% of 100 people’s efforts than 100% of my own efforts” 
- John Paul Getty (American Billionaire)
Networking companies

12. Clear message 5. CLEAR AND TRUSTFUL MESSAGE
Giving a Clear Message will help your customers to understand better what you offer to them.
In this case, telling your referral customers how they are going to be benefited of referring new customers, will encourage them to do it, as now they understand how and what they are going to win.

13. Trustful message 5. CLEAR AND TRUSTFUL MESSAGE
Showing your referral customers their benefit of referring new customers is very important to be done in the right way.
If you show warranties to your referrals about how they are going to win, they will trust and do their best.
Offering immediate payment for each referral, insted of payment for a certain ammount of of referrals.

14. Role WOM plays in viral marketing or buzz marketing
Enhance BtoC relationships
Create links between customers ex: LVMH special days campaign
Create positive information
Control customers behavior
Segment specific target ex: NBA Big Color
CONCLUSION