Organise and structure the 'Word of Mouth' market throughout the world
“It is always there, it changes, moves, modifies itself, recreates itself and renews itself. It influences, informs, enlightens, instructs, builds loyalty, emits and transmits millions of items of information. It never sleeps. Nobody can stop it. It progresses very quickly, it is extremely fast-acting, it crosses border via the Internet and new communication technologies and it is constantly progressing: its name is 'Word of Mouth', or, if you prefer, Worldwide Networking.”
Fabrice KERHERVE President of KGC Networks
Who are we? What is KGC Networks?
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Above all, KGC means Kerhervé, Gilardi, Clerc. KGC was created on 17 November 2003 with $650,000. Its head office is in Singapore. Today, KGC is based in 33 countries and realises a turnover of more than $160 million, $75 million of which are paid to the network of KGC customers and entrepreneurs.
At the outset, KGC was an e-business, direct sales and professional networking company, but everything developed very quickly. In 2004, KGC QUICKLY became a concept, the principle aim of which was to structure and organise the 'Word of Mouth' (WOM) market throughout the world. With these changes under way, three key points became, and still continue to be, our centre of focus:
Firstly, work. We wanted to revalue the notion of work. We rethought work. We wanted to reward work and the only way we found to do this was entrepreneurship: becoming an entrepreneur, becoming one’s own boss, working for oneself, for one’s future, building one’s financial future. For this, it was necessary to create a partnership “business model”. Business partnership is fair, for example what we have done by paying out 50% of our turnover to entrepreneurs.
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Secondly, a new “business model” adapted to the future, with those who are quickest eating up the largest. We wanted to make and invent new economic circuits which go beyond traditional production models, which are already obsolete and out-of-date. A quick and fast-acting paperless business model which uses the Internet as a tool to carry information in order to do away with all intermediaries, constraints related to deliveries, payment systems and the payment of compensation. Everything must be quick, fast-acting, online and, of course, paperless.
Thirdly, LIVING. How to improve one’s quality of life, manage one’s time, one’s life, one’s work? In some respects, being free to manage one’s time. Freedom.
How?
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No more traditional advertising, no more promotional hype on TV, in magazines and newspapers and on the Internet, and no more "everything is nice", "everything is great", "our products are great", although nobody really believes it.
No more, customer number, no more anonymous customers combined with all the others without any distinguishing feature, "you are all the same… buy our products because they are the best products in the world…",
No more intermediaries, wholesalers, semi-wholesalers, agents, shops, etc.,
And, no more obligation for the consumer to go to where the products are found, "come to the shop and buy our products…" – the shop goes to the customer.
KGC wants to develop customer loyalty, KGC wants to make the customer unique, KGC wants the customer to become a real-life player in the sales, marketing and promotion of any product in the world. It is a genuine revolution in terms of marketing, advertising and promotion; KGC has created "tailor-made" marketing through networking and, above all, Professional Networking.
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KGC New Generation
The KGC business model has been developed in such a way that the end consumer - you, me, and everybody - can take part in the sales, marketing and promotion process for any product in the world, starting with KGC products. It is a highly duplicable model, which is simple, extremely efficient and, above all, very fast-acting. It works quickly, it encourages customer loyalty, it listens to customers, but that is not all. KGC has created Professional Networking. In short, today, we know how to create, organise and develop customer and also entrepreneurial networks. KGC has created the “Network-social-business-maker” by developing Professional Networking, meaning that, in some respects, we have put consumers and new future entrepreneurs under contract, and that changes everything.
Employment, training, quality of life, choice of working hours, becoming one’s own boss, creating one’s own company ……… KGC’s values: LIBERTY, SHARING, WORK AND LOVE.
Professional Networking
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If you are trying to understand why KGC has been so successful so quickly, the answer is networks, Networking and, above all, Professional Networking: knowing how to structure, organise, communicate, learn, train, develop…
Finding new ideas to communicate with end consumers in an intelligent manner via Networking is a concept which is unique.
‘Word of Mouth’ has become the most powerful force in the worldwide market but, nevertheless, it is the most neglected.
The idea that 'Word of Mouth' could not be controlled, organised and structured was one of the greatest errors made in marketing during the period of the Internet and new communication technologies. In effect, it is possible to control it, at least just as much as it is possible to control advertising, newspapers, magazines, TV, sales force, public relations, purchase vouchers, samples, discounts and many more so-called personalised marketing methods and techniques.
Some believe that ‘Word of Mouth’ is something which ‘happens naturally’ and do not bother trying to find out what the marketing, financial and strategic consequences of it are. But, if you want to succeed in developing ‘Word of Mouth’ for your business, you must be as organised and as thoughtful as you need to be for other, more traditional, methods of marketing and advertising. In effect, if you adopt this approach, you must realise 100% of your turnover solely through ‘Word of Mouth’.
‘Word of Mouth’ marketing is often considered to be one of the oldest and most powerful methods of advertising.
Today, most marketing methods continue to focus on advertising and other tools to influence each consumer individually, without taking account of the fact that the purchase of a wide range of products involves participation in a social process.
This process not only involves "face-to-face" communication between the company and the customer, but also multiple exchanges of information and influence between the people who ‘surround’ the customer. ‘Word of Mouth’ and personal relationships are vital aspects of marketing.
Today, the turnover of all international companies, regardless of which sector they work in, Finance, Leisure, Cars, Beauty, Wellbeing, Nutrition, Medicines, Hi-Fi, Video, Music, Film, Telephony, Services, Software, Games, Education, Tourism, etc., is largely influenced by ‘Word of Mouth’.
Have you never influenced, or been influenced by, another person for the purchase of a mobile telephone, a car, a service, a film, a cosmetic cream or a nutritional product?
If you think about it, you will realise that it is something which happens to you several times a year, because we are all influenced by ‘Word of Mouth’ in our day-to-day life as a consumer.
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Spend some time calculating the amount of money which is ‘exchanged’ (transferred from your pocket to another pocket or vice versa), namely the turnover which you make solely from the recommendations (or simply from buzz marketing) you make to your friends, family or professional relations. You will be very surprised when you see the result.
This proximity permits the development of a unique, exclusive and unequalled relationship of trust and awareness with the new future consumer.
‘Word of Mouth’ as a distribution network gives value to people and facilitates interpersonal relationships between the future and the former consumer.
‘Word of Mouth’ is more credible than all the most honest and talented salespeople combined. It can reach more people thanks to its more powerful communication vector: emotion. Never forget that emotion transmits emotion and that it is very difficult to resist the emotion which is transmitted by a person when he or she uses a product with which he or she is satisfied.
Furthermore, ‘Word of Mouth’ progresses much more quickly than adevertising, especially with the help of the Internet and new communication technologies, because it never stops GROWING throughout the product’s life cycle.
This consumption method allows people to find THEMSELVES, to enjoy THEMSELVES and to do THEMSELVES some good, and, even, to make some money. When it comes to his or her consumer choices, the customer is always unique.
The market economy is dead and has been replaced by the economy of experience, proximity and “made-to-measure”. Consumers are becoming the players in their own existence and are moving ahead to meet their future desires.
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