Shopping Centre Marketing

Reputation & Referral Marketing for Malls

CLICK HERE TO GO TO THE MALL MARKETING DEMO APP

How to add Reviews, Share and Get Rewards - 2:27 Minutes
Targeting and Incentive Currency
 
How can one engage customers and what’s the most compelling incentive you can offer?
There are a wide variety of possibilities including the following as potential incentives to establish and build relationships:
 
  • Discount: Buy More (2 for 1) Coupons, Discount (50% off) Coupons, Cash Backs, Free/Expedited Shipping
  • Educate: Workshops, Webinars, Mini-Courses, Video & Audio Presentations
  • Events: Social events, Workshops, Guest Speaker Presentations
  • Fun and Entertainment: Competitions, Lucky Draws, Giveaways, Free Gifts
  • Information: How To Guidelines, Newsletters, eBooks, Articles, Brochures, White Papers, Community WhatsGood Pages
  • Memberships: Exclusive VIP Access, VIP Memberships, Secret Menus, Free Trial Memberships
  • News: Topical Press Releases
  • Reality: Case Studies, Success Stories
  • Referrals: Comments, Reviews, Free Consultations
  • Reviews: Video Feedback, Written Opinions, Audio Podcasts
  • Simplify: Articles that summarise or which include Infographics or Graphs, Checklists, etc.
  • Surveys: Interactive Quizzes, Polls and Forms
  • Trends: Top 10 Lists, What's Good Apps, Surveys and the results thereof
You need to draw on your understanding of your customers/clients.  Only appealing offers drive shares, so select a valuable and compelling incentive specifically matched to your best customers.
More often than not the most compelling benefit will not be a financial discount.
 
Recognition and VIP status coupled with service benefits are normally highly desirable. Double-sided rewards that deliver equal benefits to both sender and receiver have been found more effective than single-sided rewards. User altruism and the will to improve their friend’s lives is a fundamental aspect of a compelling incentive.

The Webo LPM (Loyalty Programme) framework has a foundation of a Multi Layered Loyalty Programme. There are three loyalty status tiers that offer gated access to defined benefits. Level 1, Level 2 and Level 3 can be named and status can be awarded on the basis of points earned for purchases or for other defined reasons such as event particitation, etc. Points are awarded for a specified duration. The points system is simple and easily understood. In a professional environment the tiers would be used to segment clients into niche audiences. The Referral Programme to grow reputations through reviews and referrals through the sharing coupons completes the loop.
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Loyalty Programme Structure: Fans, Advocates, Advisors and Promoters?
 
The Webo LPM (Loyalty Programme) draws a distinction between Advocates, Advisors and Ambassadors.
 
The primary options are:
 
  • Fans in a consumer environment: are those who enjoy L1, L2 or L3 status which is earned on the basis of purchases with a defined time period.
  • Fans in a professional environment; are those in niches such as corporate clients, private individuals and public sector clients.
  • B2B, B2C and B2P (Business to Public Sector) could be categories awarded with a lifetime duration.
  • Advocates: are those that share comments with friends on social networks.
  • Advisors: are those that write reviews on your App.
  • Ambassadors: are those that e-mail a Level1, Level 2, Level 3, Advocate or an Advisor incentive to a friend in return for the same incentive that was sent to the friend.
  • Reviews: add social credibility and they give others something to share.
  • Referrals: may take the form of individual incentive sharing by e-mail or by sharing comments on social networks.
  • Ambassadors: are not a defined status but rather a category of customers who have taken the option to e-mail a benefit that may be active in any status level. Ambassadors are often referred to as Promoters.

Thus those that e-mail a Level1, Level 2, Level 3, Advocate or an Advisor incentive to a friend (where this is on offer) in return for the same incentive are referred to as Ambassadors. Ambassador rewards accrue only upon the friend taking up the offer.

  • The Mall Marketing App illustrated on this demo site is based on a referral marketing campaign that collectively markets the mall and drives reviews (to boost reputations) and sharing (to boost referrals). 
  • A option to this campaign could be to introduce rewards for those that buy more and more often in the mall by allocating points to buyers online onphone.
  • Another option is to award coupons as a referral success reward where both parties (the friend and the referrer) benefit from rewards when the friend who was gifted a coupon buys.
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Convenience and Ease of Use

The Webo Loyalty & Referral App puts the opportunity to share on the phones of your customers. Earning an incentive plus the gratitude of a friend is only a couple of clicks away on a PC or on the phone that is in their pocket.
 
Statically studies have found that between 70% and 86% will share when it is worth their while and it is easy to do. Thus:
  • For every 100 customers,
  • 70% will share with friends on say,
  • Facebook where, on average, they have 338 friends.
  • This referral will then reach: 70% x 338 people x 100 customers = 23,660 referrals in the first step.
  • In the next step the reach explodes but suffice to say that the local reach will be saturated.
  • Studies show that in seven steps of friends and connections sharing, everyone in the world on the internet will be reached.
Suffice to say that with the Webo App making it easy, you will earn your brand positive engagement and you will leverage customer advocacy to effectively accelerate growth.
Formal, Measured Multi-Channel Marketing
 
With the Webo LPM system your marketing strategy will boost consumer advocacy with your incentives to drive revenue growth in a measurable way. The Webo 4 Channel Marketing System with “ Channel Fusion” allows your brand to leverage multi-channel word-of-mouth advocacy. The best part is: crafting a 4 channel referral program is not complex. You can utilise the Webo SaaS on a DIY basis or on a B4U basis. In both cases there is a support service so that you can get your customers to grow your business ASAP.
The Webo App integrates Websites, APPS, Blogs and Social Media without duplication by curating content by way of links to sourse content.
 
According to Wharton, referral customers have a 16 percent higher lifetime value than non-referred customers.
 
Plus, they will love your brand because they will have a direct link from the bookmark button on their phone screens to the App. This direct link will establish and build a relationship via the App where they can add reviews, share comments with social networks, monitor #hashtag engagement, link and engage on your blog, find your specials, product lists and more. In addition, the App will build your audience via generic and social share promotions.
 
A recent Heinz report showed that companies with formalized referral programs experienced 86 percent more revenue growth in the last two years, compared to the rest.
 
The above companies exemplify how sustainable and effective refer-a-friend programs are at driving brand awareness and creating new sales opportunities from existing customers.
 
Many large international businesses have a marketing strategy based on Referral Marketing. But first: what is not a referral programme? A referral program is not a one-time interaction between a brand and a consumer. Nor is it marketers dangling a carrot in front of consumers, enticing them with “win big” promises. Neither is it affiliate marketing, where 3rd-party sites do the work for your marketing team and you pay them a bounty. Instead, referral programs are built upon genuinely enthusiastic, customer-get-customer interactions that equally rewards all parties involved. There is a science to making referral marketing programs succeed.

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