W O R DO F

M O U T H

MARKETING

WORD OF MOUTH MARKETING

ADVOCATES COMMUNITY

• A recent development in WOM marketing

• Built on a passion or a cause that your brand can stand for

• the main is to ultimately sell the brand but not directly – it stands to make better the lives of people associated with it

• It is a long term sustained program and not a 3 or 4 months marketing stint – Not an on off button

ADVOCATES COMMUNITY

INTRODUCTION

The Art Of Living

• The Art of Living Foundation is a volunteer-based, humanitarian and educational NGO

• It was founded by Sri Sri Ravi Shankar

• Long term sustained movement continuing since 1981 only through WOM marketing by community members

• Has courses for all age groups but thriving mainly due to youth enthusiasts who act as strong reference groups for their peers • Different courses for different age groups – offers teams building games, leadership sessions and spirituality

INTRODUCTION

• Works for Upliftment for human values at the grass root level

• Associated with various social causes too corruption and terrorism

• actively conducts "Art of Living" stress-relief courses, based on yoga, breathing, meditation

•Associated with various social causes too corruption and terrorism

• actively conducts "Art of Living" stress-relief courses, based on yoga, breathing, meditation

• Different courses for different age groups – offers teams building games, leadership sessions and spirituality

ADVOCATES COMMUNITY

STAGES OF COMMUNITY BUILDING

STAGE ONE

Movements Are Built On Passion

Motto : stress free and violence free world

spiritual and humanitarian living

Start with self and then pass on to the world

Focuses not on people who are very spiritual and meditate everyday. But on people who are passionate for overall well being, spirituality, mental and physical wellness and have a desire to make a difference

People who do the courses and witness a change in their lives then strong reference groups to their peers

Movements Are Built

On Passion

STAGE TWO

Movements Begin With First Conversation

• Interaction begins with intro talk sessions by volunteers

• Intro talk sessions are conducted in corporate offices, schools, Parent teacher meetings, colleges, market places or even in the houses of people for families where one person has already done course

•The session consists mainly of problems faced by people of that age group and not of selling the course

Movements Begin With

First Conversation

• Example : Yes !+ course (for ages 18-35) consists time management, team building and leadership games and some spiritual exercises

• People who have benefitted from the course share their experiences

• Talks to people about AOL can help people live a stress free live and manage time and relations better

• In the end leaves them with course details

Movements Begin With

First Conversation

STAGE THREE

Movements Have Inspirational Leadership

• The movement is headed by the local teachers in each city addressed usually as didi aur bhaiya

• people find It easier to connect with them because they normal peole like themselbes from all walks of life, doctors, engineers, professionals or even housewives

• those teachers become the brand ambassadors or face of AOL in that particular city and spread the movement with the help of volunteers

• people have a take away in the form of spiritual learning as they are the ones who conduct courses

• you learn yoga and meditation, get answers to issues on time management or relationship issue

• They are Authorised to bless people – done the special TTC and blessing course

Movements Have

Inspiration Leadership

STAGE FOUR

Barrier To Entry

• There are several entry barriers in place to ensure that only real enthusiasts participate

• Price : the course fee acts as the primary entry barrier

• Descipline: The course rules of punctuality and attendance, zero intake of non vegetarian food, alcohol and prohibition of cigarettes also acts as entry barriers

• Eligibility criterion :1. almost all courses have eligibility criteria like age group

constraint : eg art excel is from children below 13. yes!+ is for people between 18-35 yrs

2. No of previous courses attended : eg. For an advance course you need to have done a yes!+ and DSN course

3. For a DSN you need a Yes!+4. For Yes! + you need a yes! Course and so on

Barrier To

Entry

STAGE FIVEMovements Empowers People With Knowledge

• The AOL brand ambassadors need to do TTC (Teachers Training Course) which has certain eligibility criteria

• This to ensure that brand ambassadors are knowledgeable people who can handle people’s questions related to the courses, activities or life issues

• For volunteers too there is an eligibility criteria

• Apart from teachers and volunteers, members are also kept well informed through regular emails , weekly sudarshan kriya session followed by member meets and their social media forums

• People have a take away in the form of their learning from the course – mental and physical wellness.

Movements Empowers

People With Knowledge

STAGE SIX

Movements Encourage Ownership

• The AOL community instills ownership by giving people certificates post the completion of the course

• Have regional AOL teams of which you become a part once you do the course

• They have weekly meetings headed by teachers and volunteer which are not structured or rehearsed.

•The person conducting the session becomes the face of AOL

• The people are free are ask questions or make remarks about the course – positive or negative

• Members can participate in activities, conduct satsangs and make suggestions

Movements Encourage

Ownership

STAGE SEVEN

Movements Have Powerful Identities

• Has Art of Living Merchandise like AOL T shirts, Yes!+ T shirts, Caps, Track suits etc that the volunteers can be seen sporting

• However, they should be made compulsory so that it forms stronger Brand Identity

• They can use the unique receipt no present on the course receipt as the members identification no incase of relocation

• Member automatically become a part of AOL team of the region or country to which they relocated

Movements Have

Powerful Identities

STAGE EIGHT

Movements Live Online And Offline

• Like most brands AOL has an online as well as offline presence

• Conduct regular meetings, sessions, courses, satsangs, Events and campaigns like anti corruption movement, anti terrorism march, meri dilli meri yamuna campaign, Volunteer for a better India campaign and flash mobs

• Has its presence across various social media forums. Also has a dedicated website

• They use mobile messaging as well as e mails to send course reminders to members

Movements Live Online

And Offline

STAGE NINE Movements Make Advocates Feel Like Rock Stars

• The AOL advocates, especially Teachers and volunteers are trusted with responsibility that gives them a sense of ownership

• They can suggest or undertake activities at their regional levels

• Makes them feel proud on successful completion of tasks undertaken

• People look up to them and they get respect and appreciation for working for social causes

• They can distribute free merchandise or reward loyal enthusiasts with free or discounted courses

Movements Make Advocates

Feel Like Rock Stars

STAGE TEN

Movements Get Results

• The main aim of any brand is ultimately to results in the form of increased numbers or sales

• AOL has always relied on reference and WOM marketing for its growth without spending any money on other forms of marketing

• Since 1981 it has made its presence in 152 countries

• it successfully enrolled 370 million members

Movements Get Results

THANK YOU

ABHISHEK ARORA

AKHIL KHARBANDA

ARIHANT JAIN

KANIKA HANS

NAMRITA BAGGA

TRIPTI KAUR BAGGA

VANSHUJ DUTTA

VISHU BHATIA