FN ISI Export Format VR 1.0 PT J TI How can Foxtrail improve and increase its referral marketing? AF Schneiter, Patrizia AU Schneiter, P AB Foxtrail is a paper chase, which can be played in teams on different trails in nine Swiss cities or regions. This product of the company Swisscovery GmbH is very dependent on word of mouth. Although, there is already some word of mouth about Foxtrail in circulation, the company does not have an existing referral marketing strategy. That situation is the aim of this thesis: To work out a suitable referral marketing strategy for Foxtrail. Based on referral marketing advices and guidelines, the current way of promoting Foxtrail has been analysed. Out of this, a suitable referral marketing strategy with several recommendations for campaigns has been worked out. Best practice examples are included, to show real ways of successful word of mouth marketing campaigns. In addition, a survey gives information about the referral marketing behaviour of people. All given recommendations are based on the theoretical framework and also on the outcomes of the practice examples and the survey. ER