1. DemystifyingW o rd o fMo ut hEr nes tDi c ht erWithMarketingLegendPART TWOWho CustomersListen To

2. W o rd O fMo ut hRe fer ral sare aRec u r ri n g3 St e pProcess 3. These st eps are :TalkingaboutListening to 4. Ac t i n g o nt h e Re fer ralAND 5. In this 3 partseries, find outwhy each stephappensandhow to use thisknowledge toacquire morecustomers throughword of mouthreferrals...With the help ofmarketing legend,ErnestDichter 6. W hyc us tomersli s t e n 7. I n d u s t ryE xp er t s 8. Customers are morelikely to listen toexperts from fieldsrelating tothe product. 9. Under this header arethose persons who, on thebasis of their trainingand/or work, appear to becloser to the product andmore knowing about it thanthe average consumer.ErnestDichterwrites 10. McDonalds addressed itsimage problem byanswering questions aboutits food (e.g Is therehorsemeat in the burgers?)with Our food, Yourquestions., a webserieshosted by Ex-MythbusterGrant Imahara.SOURCES:http://www.reuters.com/article/2014/10/21/us-mcdonalds-results-idUSKCN0IA1BT20141021http://en.wikipedia.org/wiki/MythBustersThe Mythbusters tested769 Mythsacross 9 seasons 11. T h e c ampaign raisedquali ty p erc ept io n a ndpurchase considerat ionin t h e sought-aft erMille nnial demographicSOURCE:http://www.reuters.com/article/2014/10/21/us-mcdonalds-results-idUSKCN0IA1BT20141021 12. Celebri t ies 13. Ernest Dichter definescelebrities asIncluded are movie, theater,TV, and radio personalitieswhose authority is attributedto prominence inshow business.Celebrities aremore influentialthan the averagecustomer inreferring aproduct/service. 14. of surveyees between 18and 34 were willing totry a product promotedby an idol they admired. 30%SOURCE:http://www.marketing-interactive.com/does-celebrity-endorsement-actually-work/ 15. SOURCE:http://www.ehow.com/about_5387412_air-jordan-shoes.htmlIn wi nt er 1984, Nike wa sh aving t rouble comp e t ingwi t h rivals Adida s an dConver se in t h e basket ballshoe market.So t h ey hired a rooki e t oe ndor se a newli ne o f s h o es. 16. Michael Jordan. 17. 21 year s lat er, in 2013,Jordan product s raked i n$2.25 BILLION.Air Jorda n s mad e Ni ke$2.3 Millio n i n i t s f ir s tt wo mo nt h s.SOURCE:http://www.forbes.com/sites/kurtbadenhausen/2014/02/06/lebron-and-durant-are-the-nbas-top-shoe-salesman/ 18. Clo se s t T i e s 19. Cons u mer s are moreli kely t o li s t en t orec omme ndat io ns fromt heir fr iend s a nd familyt h a n a nyo n e e l s e. 20. What is meant here is theinfluence of mother, father,big brother or sister, husbandwife, boyfriend or girlfriendwhich expresses itself notnecessarily by means of verbalcommunication, but by thespeakers actions.E r n e s tDic ht erelab orat e s: 21. 92% of consumers wordwidetrust recommendationsfrom friends and familymore than any form ofadvertising, up from 74%in 2007.SOURCE:http://wommapedia.org/ 22. Kn o wl edgeabl ePassionat e Fans 23. Customers listen toknowledgable,passionate fans (brandadvocates) becausethey have greatknowledge aboutthe product. 24. ErnestDichtersays:The connoisseur mayknow as much or morebout the product and itsbackground than theexpert, but he does notmake his living inconnection with it; hemerely enjoys it and hisknow-how about it. 25. Offers shared bytrusted advocatesconvert at 4-10x higher rate thanoffers sent by brands.SOURCE:http://branderati.com/the-age-of-advocacy-and-influence-26-stats-marketers-should-know/ 26. SOURCE:http://www.statisticbrain.com/star-wars-total-franchise-revenue/You might haveheard about a$27 Billionmovie franchisefuelled by itspassionate fans.Its 37years old. 27. SOURCE:http://www.bitrebels.com/wp-content/uploads/2011/02/Star-Wars-Franchise-Economics-Infographic-1.jpgIt has entertainedchildren acrossthree generations...though much ofits fanbase wasnot born whenthe movies werefirst sreened. 28. Guessed right, you did. 29. In SummaryCustomers listen toa referral because:1. Its backed byindustry experts2. Its endorsed bycelebrities3. It comes fromfriends/family4. Its backed by theknowledge of abrand advocate 30. Coming soon:Missed Part 1?Click here!Check outpart 3 here!DemystifyingWord of MouthPART 3:Why CustomersAct onReferrals 31. Word of mouth hasbeen shown toimprove marketingeffectiveness byup to 54%!Visitfor more tips andstrategies on using wordof mouth to acquiremore customers!SOURCE:http://blog.getambassador.com/word-of-mouth-marketing-statistics/Blog.ReferralCandy.Com