One of the most cost-efficient marketing strategies to use is a refer-a-friend campaign. It’s the perfect blend of acquiring new customers while also making your current customers happy.
Referral campaigns go hand in hand with customer loyalty programs to boost your exposure and build brand loyalty in the long run. Here’s all you need to know about the many benefits of referral campaigns.
The Value of a Refer-a-Friend Campaign
A refer-a-friend campaign, or a referral program, is a type of word-of-mouth marketing (WOMM) strategy that encourages existing customers to recommend your brand to their own social circle.
Several studies also enforce the importance of referral programs to brands:
- When referred by a friend, people are 4x more likely to make a purchase.
- You can expect at least 16% more in profits from referred customers.
- 83% of people consider WOMM as a huge influence in their buying decisions
How Brands Benefit from a Refer-a-Friend Campaign
Referral programs help your brand cultivate trust with the people who have already tested your products/services prior to recommending them to their friends — and trust is a crucial foundation in building a strong connection with your target consumers.
In addition to cultivating trust, a refer-a-friend campaign can:
- Maximize WOMM: Referral programs work on the premise of incentivization. This maximizes the power of word-of-mouth marketing by making the referrer and/or referred friend feel more valued through the rewards you provide.
- Foster customer loyalty: As a related point, rewards encourage customers to stay more loyal to your brand, as their motivations for purchasing go beyond pricing and availability — it stems from trust and confidence in your brand.
- Accelerate customer acquisition: With referral programs, you leverage your existing customers to spread the word for you. When you make the buying experience memorable and pleasant, your current customers are more inclined to refer your brand to their friends.
- Boost conversions and sales: With more new customers and with your existing ones staying loyal to you, this ultimately leads to a huge growth in conversions and sales.
8 Refer-a-Friend Campaign Ideas
Starting a refer-a-friend campaign includes selecting the rewards structure you will be implementing. Here are a few ideas to help you get started:
1. Social Gifting
This uses the concept of “share the love”: incentives are one-sided, wherein the only person who receives the reward is the referred friend, not the existing customer. Rewards can be in the form of discount coupons, free shipping, or a free product — whichever works best for your brand.
2. Charity Donation Rewards
As the term suggests, this works by encouraging your current customers to refer your brand to their friends, and for every successful referral, you donate to a chosen charity on the customer’s behalf.
This is an effective referral concept, as 81% of Millennial customers prefer to support brands with corporate citizenship. The key here is to choose a charity or similar organization that you care about and ties in well with your brand values.
3. Store Credit
Credit-based referral programs are the most cost-saving to implement. For every successful referral, the referrer and/or the referred friend get a certain amount of store credit which they can use for their purchases. The credits earned are then deducted from the total amount.
On the part of the business, the credits given are already baked into the product or your operational costs, so technically, it also saves you money.
4. Reward with an upgraded product or service
This concept is pretty straightforward: it’s a one-sided rewards program wherein the referrer gets an upgrade, depending on what product or service they subscribed to. This is especially useful for service-oriented and subscription-based businesses.
You can also gamify this concept by implementing a points system to get an upgrade. For example, for every 3 referrals, you get 10 points to try a premium service for a month.
5. Exclusive Membership Programs
This concept is somewhat similar to the previous one (upgraded product/service rewards). The difference here is that customers who refer a certain number of friends are invited to an exclusive club where they can enjoy member-only perks.
This reward program can also be tiered, where the club members are rewarded based on what tier they are in. For example, those who refer 5 friends are in the lowest tier and enjoy free shipping vouchers, while those who refer 10+ friends are in the highest tier and get more VIP rewards.
6. Recurring Benefits
This concept is also self-explanatory. The rewards can be very simple, such as discounts, cash backs, and store credit. The appeal here is that, if they reach a certain number of referred friends, they get to enjoy the reward in a recurrent cycle (for example, every month or every year).
7. Mystery Gifts
Mystery gifts are another one-sided incentive concept, but this time, it’s best reserved for the person who referred your brand. Throwing in a surprise reward builds up excitement and anticipation, and it’s an effective way to drive engagement among your current client base too.
However, it is important to choose rewards that are popular amongst your customers. Knowing your target consumers is essential for this concept to work to your advantage.
8. Referral Contests
Another way to stir excitement and encourage more participation is to make your referral program a contest. This is a great idea for brands who are just starting out, but it can also be a great strategy for those who have been in the business for quite a while.
The mechanics for the contest are entirely up to you: It can be a raffle draw — for example, customers get a single entry to the contest for every referral they make. It can also be based on who makes the most referrals.
The key here is to offer a reward that’s very sought-after and valuable to your target consumer. Offering 2nd, 3rd, and consolation prizes are good ideas too, if the budget permits.
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A refer-a-friend campaign brings customer retention and customer acquisition together. It rewards your current customers while also helping you grow your customer base. There are many different ways you can utilize this for your business — you just need to choose a concept that works best for your brand and your target audience. Interested in setting up refer-a-friend campaigns? Alpine IQ can help! Fill our contact form and one of our account executives will reach out.
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