Word of Mouth Marketing - Influence - Digital Marketing Franchise

1. BUZZAAR FRANCHISING
PRESENTATION FOR PARTNERS
GOLD
WOMMY
AWARDS
NPS 9.4
OF 700 CAMPAIGNS

2. OUR CLIENTS
W O R D O F M O U T H M A R K E T I N G & S O C I A L I N F L U E N C E 2

3. FRANCHISING WOM SERVICES IS AN EXCELLENT CHOICE FOR YOU IF...
...YOU WANT TO EARN MORE MONEY
WITHOUT ANY FINANCIAL INVESTMENT
...YOU WANT TO SCALE UP YOUR
BUSINESS
...YOU’RE LOOKING FOR NEW
CLIENTS
...YOU WANT TO INTEGRATE TOOLS
FOR MARKETING 360
We provide you with a ready-to-go platform to launch your
own WOM campaigns. The only investment required is your
time and your sales skills.
A new in demand service in your agency portfolio can
bring you new clients. There are many agencies that
provide traditional marketing services, meaning there
is an opening to sell WOM to your market.
You can bring this new service to your clients in any region. Nowadays, brands are leaning more towards
integrated marketing. As the role of the consumer
in marketing is constantly growing, learning to
integrate WOM services is a savvy solution.
W O R D O F M O U T H M A R K E T I N G & S O C I A L I N F L U E N C E 3

4. EVERY MAJOR BRAND REQUIRES WOM MARKETING FROM TIME TO TIME
IT COULD BE YOUR AGENCY SATISFYING THIS NEED, OR SOMEONE ELSE’S.
We provide you with a ready-to-go platform for
launching your own WOM services
and knowledge based on implementation of
MORE THAN 700 CAMPAIGNS IN 15 COUNTRIES.
W O R D O F M O U T H M A R K E T I N G & S O C I A L I N F L U E N C E 4

5. WHY WOM?
82% 92%
92% 74%
OF MARKETERS USE WOM TO INCREASE
BRAND AWARENESS, AND 43% RATE WOM
AS A SALES PROMOTION TOOL
OF CUSTOMERS BELIEVE IN RECOMMEN-
DATIONS OF FRIENDS AND FAMILY OVER
ANY OTHER SOURCE OF ADVERTISING
OF PARTICIPANTS IN WOM MARKETING
WILL PURCHASE THE PRODUCT 3-6 MONTHS
AFTER THE END OF THE PROMOTION
OF CONSUMERS CONSIDER WOM TO BE THE
KEY FACTOR IN MAKING A PURCHASING
DECISION
WE DON’T
PAY OUR
EVERYDAY
INFLUENCERS
W O R D O F M O U T H M A R K E T I N G & S O C I A L I N F L U E N C E 5

6. =
WE DON’T
PAY OUR
EVERYDAY
INFLUENCERS
=
STEP 4
FINAL REPORT
=
HOW WE DO IT
Word-of-Mouth mechanics
STEP 1
EVERYDAY INFLUENCER
SELECTION & CAMPAIGN
CREATION
STEP 2
BUZZ-KIT DELIVERY
OR USING A SERVICE
Buzzaar creates, produces and
delivers buzz kit to everyday
influencer’s home or office
or invite them to use a service.
Agents share samples and opinions
offline and make online reviews in social
networks, e-commerce, brand website,
websites with recommendations.
Buzzaar prepares detailed report
with results of WOM campaign.
Survey on users’ attitude towards
category and brand. Evaluation
of Influencers social networks
reputation and engagement rate.
STEP 3
TESTING, SHARING
& REVIEWS
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1 W E E K
1 W E E K 4 WEEKS
4 WEEKS
W O R D O F M O U T H M A R K E T I N G & S O C I A L I N F L U E N C E 6

7. BUSINESS MODEL «ON A NAPKIN»
? CLIENTS
YOUR AGENCY
BUZZAAR
They need to get product
reviews and authentic
word of mouth
Clients pay ~ 15-25 Euro per
Everyday Influencer include
production, logistic and everything
Buzzaar support you in all
processes and earn with you
Cost per campaign 6 000 Euro -
125 000 Euro depends on number
of Influencers and Client’s targets
You learn from Buzzaar how to sell and
without any investments start to earn on
Everyday Influencers in your Region
We can provide IT platform
with Everyday Influencers and
international clients case studies
>31% MARGIN
W O R D O F M O U T H M A R K E T I N G & S O C I A L I N F L U E N C E 7

8. WHAT IS INCLUDED IN THE FRANCHISE PACKAGE
IT PLATFORM TRAININGS TEMPLATES CLIENTS DIGITAL
Setting unique targeting parameters
Measure user’s social influence
Easily track & moderate users’
activity on a project
1-click report of a campaign with
automated analytics
Pre-built designs and templates
integrated into the platform to
launch campaigns easy and fast
Sale training
Business proccess training
Proposal makeing training
Buzz report training
Brief
Proposal
Cost Estimate
Report
Case Studies
International clients
recommendations
International campaigns
with local contracts
Everyday Influencers selection
W O R D O F M O U T H M A R K E T I N G & S O C I A L I N F L U E N C E 8

9. WHAT’S GOING TO BE YOUR RESPONSIBILITIES:
BUZZAAR: YOU:
LEADS YOU THROUGH SALES TRAINING AND PROVIDES
WITH SALES MATERIALS
PROVIDES YOU WITH CASE STUDIES AND INTERNATIONAL
BENCHMARKS
GIVES YOU AN ACCESS TO THE PLATFORM TO LAUNCH CAMPAIGNS
SELECT INFLUENCERS FOR CAMPAIGN
MAKES AN AUTOMATED REPORT FOR A CAMPAIGN
BRING CLIENTS AND SELL WOM TO THEM (YOU ALSO MAKE A BUSINESS
PROPOSAL AND COST ESTIMATION WITH TEMPLATES WE PROVIDE YOU WITH)
PREPARE AND PROCESS LEGAL ISSUES & DOCUMENTATION WITH CLIENT
MAKE ALL THE DESIGN MATERIALS FOR A CAMPAIGN
(INCL. VISUALS TO PUT INTO A LANDING PAGE TEMPLATE)
CARE OF LOGISTICS AND PRODUCTION OF PRINTED MATERIALS
MAKE TRANSLATIONS OR ADAPT TEXTS OF CAMPAIGN MATERIALS
(IF NECESSARY)
COMMUNICATE WITH A CLIENT
CHECK INFLUENCERS AND REPORTS
W O R D O F M O U T H M A R K E T I N G & S O C I A L I N F L U E N C E 9

10. WORD OF MOUTH MARKETING PLATFORM - BUZZAAR
It can cover even narrowest and most
specific groups of an audience by
setting unique targeting parameters.
It can meaure such parameters of
user’s social influence as ER and
number of followers automatically.
All workflows are automated, so it’s
simple and seamless experience.
There are pre-built designs and
templates integrated into the platform
to launch campaigns easy and fast.
It’s a 1-click effort to measure results
of a campaign with automated
reporting and analytics.
It can easily track & moderate users’
activity on a project.
W O R D O F M O U T H M A R K E T I N G & S O C I A L I N F L U E N C E 1 0

11. =
MECHANICS AND TIMING
EVERYDAY INFLUENCER
SELECTION
DESIGN
& PRODUCTION
CAMPAIGN
CONFIRMATION
BUZZ-KIT
DELIVERY
CONSUMER INSIGNT
REPORT COLLECTION
PRODUCT TESTING,
TRAIL & REVIEW
FINAL
REPORT
BRAND ADVOCATES
PROGRAM*
WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8 WEEK 9 WEEK 10
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37 ssx. .x $7&!@ _
* Optional
WEEK 11-52
WE DON’T
PAY OUR
EVERYDAY
INFLUENCERS
W O R D O F M O U T H M A R K E T I N G & S O C I A L I N F L U E N C E 1 1

12. CASE STUDY: HOEGAARDEN PURINA ONE® — VISIBLE HEALTH
FOR TODAY AND TOMORROW!
SOLUTION SOLUTION
Our participants don’t have to be a famous chef
to choose the best combination of ingredients for
the good mood & gourmet dinner. We discover the
simple formula – BESTBEER+BESTFOOD=BESTMOOD,
and it helps everyday influencers to feel a full flavor
qualities of wheat beer «Hoegaarden» in combination
with the selected dish, they have cooked themselves.
During 21 days program everyday
influencers fed their cats with Purina ONE
and observed visible health changes of
their cats using progress paper from buzz
kit. Agents shared Purina ONE (200g) with
other cat’s owners together with invitation
& instruction of 21-day program.
3300 500
17 325 2 225
2475 767
690 000 313 177
Influencers Influencers
Targeted trials Targeted trials
Online product
reviews
Online product
reviews
Contacts with
reviews
Contacts with
reviews
1,19 MLN 23 250
Offline brand’s
conversation
Offline brand’s
conversation
W O R D O F M O U T H M A R K E T I N G & S O C I A L I N F L U E N C E 1 2

13. ALPEN GOLD – YOUR SIZE
FOR OPTIMISM!
BECOME A BRAUN EXPERT
SOLUTION SOLUTION
We have selected office employees as
the everyday influencers as they are the
one who need literally ongoing optimism
“recharging”.
We selected participants among heavy
user in categories, taking to account
model and price of previous product.
This approach allowed us to deliver
the right SKUs to the right persons
and generate positive experience for
participants.
1 550 320
37 000 370
2 880 610
466 500 463 200
Targeted trials Targeted trials
Online product
reviews
Online product
reviews
Contacts with
reviews
Contacts with
reviews
288 500 13 140
Offline brand’s
conversation
Offline brand’s
conversation
Influencers Influencers
W O R D O F M O U T H M A R K E T I N G & S O C I A L I N F L U E N C E 1 3

14. 350 650 1800
9 8 7
14 14 14
START
€ € €
/ m / m / m
per influencer
+ + +
per influencer per influencer
STANDART PROFESSIONAL
Less than 300 influencers per month
Build custom Influence campaign web-page in 1 hour
Instant influencers database in your location
Free Targeting geo, gender, age and product category users
More than 20 unique targeting* opportunities
Ability to use your own database if you wish
Send unlimited templated emails to Influencers
Flexible permissions access to influencers database for logists, moderators, managers, clients
Online campaign report with analitics
Campaign support: 10 AM to 5 PM CET
Video trainings: 6 hours trainings how to sale, do operation, use online platform
WITH ANY AGENCY PLAN YOU RECEIVE
More than 700 influencers per month
Retrospective use of Influencers 6 month
Use your data base and pay 2€ less per Influencer
Sale support 6 Hours per month
Skype training
Face-to-face training +3000€**
Premium support
International sale benefits
From 300 to 700 influencers per month
Retrospective use of Influencers 3 month
Use your data base and pay 1€ less per Influencer
Sale support 3 Hours per month
Skype training
* extra cost for client can be applied
** in Amsterdam or in your city plus travel cost and accomodation
10% discount for non-profit, charity, thnk.org ASK ABOUT EXCLUSIVE PARTNERSHIP
IN YOUR REGION
W O R D O F M O U T H M A R K E T I N G & S O C I A L I N F L U E N C E 1 4

15. BUDGET — 500 EVERYDAY INFLUENCERS
COST PER
UNIT
NUMBER
OF UNITS
DESCRIPTION TOTAL PAYMENT
TO BUZZAAR
PAYMENT TO 3RD
PART SUPPLIERS
YOUR
PROFIT
Platform set up, project preparation and implementation 1 000 0 0 1 000
10 500
Everyday Influencers cost 5 000 4 000 0 1 000
3,8 500
Moderation and call-center 1 900 0 400 1 500
1 500
Buzz-kit package 500 0 400 100
4* 500
Packaging and logistic 2 000 0 1 500 500
TOTAL 10 400 4 000 2 300 4 100
In Euro
* average cost and depend on country/city
W O R D O F M O U T H M A R K E T I N G & S O C I A L I N F L U E N C E 1 5

16. FINAL REPORT
1. NUMBER OF REVIEWS 3. CONSUMER INSIGHTS
AFTER ANY CAMPAIGN WE PREPARE A FINAL REPORT. EACH REPORT INCLUDES THE FOLLOWING DATA.
Social networks and other websites
On websites with recommendations and E-commerce
+ Links to the reviews
2. AWARENESS & TRIAL
4. DIGITAL IMPRESSIONS 6. RATINGS & REVIEWS*
5. USER GENERATED CONTENT
Trial
Offline
conversation
Campaign announcement
in social networks and Buzzaar Data base
Online
reach
Product
Impressions
Brand can use campaign results as consumers’ self-
assessments based on home testing to display in trade
materials, digital banners and other media activities.
Purchase
Intent
Net Promoter
Score
* Optional
W O R D O F M O U T H M A R K E T I N G & S O C I A L I N F L U E N C E 1 6

17. PROJECT KPIs
TARGETED
TRIALS
DIGITAL
IMPRESSIONS
ONLINE PRODUCT
REVIEWS
EVERYDAY INFLUENCER
OFFLINE
RECOMMENDATIONS
13 750 850
1 000
800 000 125 000
Link to the promotion page:
buzzaar.eu/ru/promotions/brand_name
W O R D O F M O U T H M A R K E T I N G & S O C I A L I N F L U E N C E 1 7

18. CLIENTS’ FEEDBACK
Buzzaar’s WOM campaign did a lot more than provide exposure to
our target audience. It provided invaluable insight for a wide range
of marketing goals. From consumer education on mouth wash
usage to product routine creation, the campaign covered it all.
We are grateful for the achievements the campaign
brought with it as well as the human touch, responsibility
and open-mindedness that the Buzzaar team provided
throughout the project.
Our task was to acquaint the audience with the latest Lipton
novelties and send the message that there are different tastes
of Lipton tea for the different moods, so that the Lipton tea is
associated with the greatest moments in life.
To increase trust among potential customers, we decided to try a
new promotion tool from Buzzaar experts. Results of the promo
campaign confirmed that this approach is effective: agency staff
rigorously studied the tasks, searched for effective solutions, and
offered transparent KPI’s. We do recommended Buzzaar as a
reliable partner in WOM marketing.
Buzzaar was responsible for marketing support for two phases of the
innovative KOTEX pads launch. In 2013, the promo campaign «KOTEX.
Do as you want!» strengthened the KOTEX image as the brand
involved in a dialogue with women about creating products taking into
account their wishes.
Then the KOTEX pads were tested by 2300 everyday influencers and
29086 of their girl friends. In 2014 in the frame of the promo campaign
«Forget about the rules, use KOTEX!” in the trial of innovative pads
were involved 4,700 opinion leaders who shared samples with
80,763 friends. 95% of everyday influencers and 89% of their friends
expressed a desire to repeat purchase of new KOTEX pads.
Thanks to the WOM campaign we managed to involve
everyday influencers in the digital activities of brand online.
Today’s market is oversaturated by inauthentic marketing, which
is mostly ignored by consumers. It is exactly for this reason that
we chose to work with Buzzaar.
Their understanding of WOM campaign factors ranging
from efficient opinion leader recruitment to buzz-kit
creativity are of the highest quality and yield impressive
campaigns which resonate with consumers.
Our customized WOM campaign effectively exposed consumers to key
product benefits. This resulted in authentic word of mouth spread on
behalf of campaign participants.
Buzzaar’s creative disruptive message further proved the benefits of
WOM as a marketing approach.
Our company witnessed the advantage of using WOM in the
future, simply because it provides the highest level of trust
on behalf of target consumers and their opinions.
AS YOU CAN SEE
WE HAVE LEFT GREAT
I M P R E S S I O N :)
W O R D O F M O U T H M A R K E T I N G & S O C I A L I N F L U E N C E 1 8

19. OUR TEAM
W O R D O F M O U T H M A R K E T I N G & S O C I A L I N F L U E N C E 1 9

20. THANK YOU!
DANK U WEL!
Let’s partner up!
BUZZ@BUZZAAR.EU
FRANCHISE.BUZZAAR.EU
W O R D O F M O U T H M A R K E T I N G & S O C I A L I N F L U E N C E