Tap Powerful Brand Advocates for Word-of-Mouth Marketing

about.theinsidersnet.com
We help brands tap into the most powerful
source of influence: their own brand ambassadors

Leading international network of consumer advocates
promoting great brands and products ....
through word-of-mouth.
25
Countries
1000+
Campaigns
Member

From Clients to Believers
FMCG Luxe & Cosmetics Consumer electronics Services

Why WoM marketing?
Plant a seed. Harness the power of word of mouth. Syndicate success.
]

WoM marketing is unrivaled in influence!
People trust people they know.
Nielsen Global Trust in Advertising, 2015
trust
online ads
47%trust ads on
social networks
42%
trust ads on TV
63% Online opinions
66%
of people trust
recommendations from
people they know
82%

WoM influences the entire purchase journey = #1 Influence Driver
* Source: McKinsey Consumer Decision Journey
Online posts &
reactions
Offline WoM
is #1 trigger Education,
community,
personal follow up
Face to Face
conversations
Webshop
Reviews & Rating

Brand advocates help break barriers to trial
Non-consumer Consumer
Most challenging barriers

Three types of WoM campaigns w/many variations.
All tailored to brand’s specific needs and objectives
 Offline (face-to-face) & Online
mass activation with peer sampling
 Not limited to in-home settings
 Boost Online Ratings & Reviews
on targeted web sites
 Measurable , scalable and yields
good ROI
 Brand incorporates ambassador
platform on to its own site – longer
term approach
 “Always-on” platform: brand can
activate/engage ambassadors when
needed
 Brand manages its own community
of advocates to share their story
(WoM , Surveys, Pools, Co-creation…)
 Ambassador hosts friends/family at
home to share the product
 Boost demos & education/
consideration (longer exposure)
 Focus on brand experience: creative,
memorable, intense
 Convey and build Brand Equity

Face to face conversations
2/3of WoM impact
Online reviews
1/3of WoM impact
Social content: consumer claims, pictures and testimonials
Product experience &
Peer to Peer sampling
The Insiders deliver mass activation - offline and online
SEO &
Brand reputation

Each Insider generates on average 135 face-to-face conversations & recommendations
Insider First generation (i+1) Second generation (i+2)
X30 X3,5
Impact on purchase intentions (The Insiders benchmark)
70% to 85% 10% to 20% 1.5% to 3%
Insider campaigns leverage the “multiplier effect”

WoM Marketing drives sales
+13%
of consumers sales
Womma study, 2014
Insiders group VS control group
+9%
+33%
+21%
+12%
+13%
+24%

WoM activation delivers 4x ROI vs. other paid media
0
0.5
1
1.5
2
2.5
TV Press OOH Radio Digital WoM
IRi benchmarks. Results from 527 Marketing Mix Modelling studies. UK, 2015.
0,60 0,67
0,31
0,45 0,46
2,38
Every £1 spent on WoM activation generated £2.38 in retail sales
(vs. an average of £0.58)

WoM marketing amplifies the effect of paid media
2014
+15%

Why do brands work with us?
Long-term impact
Brand Building
Brand equity
Engagement
Branded content
Earned media
Relevance & Reputation
Short-term impact
Market Penetration
& Sales

Insider campaigns: How do they work?

Five step process : smooth from start to finish
4 - 6 weeks
Plan & prepare
Announcement
and careful
selection
Superior product
experience via
VIP packs
Live campaign
& activation
Track & Report
4 - 6 weeks 3 weeks2 weeks

We tailor each campaign to meet
your specific brand challenges
Personalized
brand message
Creativity
Engagement
process
Plan & Prepare

New campaign is announced
to our whole database through various online touch points
Campaign Website FacebookTwitterEmail Blog
Announcement

Interested Insiders fill out in-depth entry survey
Main criteria to hyper target best brand ambassadors
with minimal waste
Careful selection
Macro data
Socio Demo
Socio Demo Plus
Online profile
Micro data
Shopper profile
Life style
Brand attitudes

We make your brands & products “talkable”
(We create & develop all the print material )
VIP Packs

Insiders, family & friends engage through a superior product experience
Experience

For 4-6 weeks, Insiders are activated
with intensive community management
WoM Center
One-to-one relationship
Surveys
Contests
Photo-Gallery…
Newsletters…
Modules…
Blog
Activation

We deliver agreed-upon campaign KPI’s
What’s the outcome of an Insider’s WoM campaign?
PRICE-less!
Peer conversations Reputation Impact Content Equity
Track & Report

Tap Powerful Brand Advocates for Word-of-Mouth Marketing

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