The incentive and language in customer referral programs need to be on-brand to maintain consistency and reinforce the brand's identity. This helps in creating a strong brand image and ensures that the customers associate the incentive with the brand. Moreover, it enhances the perceived value of the incentive, making it more appealing to the customers. For instance, Airbnb uses language that reinforces their brand image of providing a local living experience, making their incentive more attractive than just a cash offer.

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Hacking Growth: How Today’s Fastest-Growing Companies Drive Breakout Success

How can you reach new customers, keep them active, and grow your revenue with a dash of programming smarts and a shoestring budget? Read this book sum...

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Lastly, one of the ""older"" or ""traditional"" versions of growth hacking is what is known as customer loops or customer referral programs. Customer referral programs incentivize existing users to convince others in their network to use the product by offering the existing user (and sometimes the new user as well) something in exchange. When using customer loops, growth hacking experts share two pieces of advice: First, the incentive and language must be on-brand. Second, marketers should increase the perceived value of the incentive as much as possible. Incentives that aren't easily quantifiable, such as Dropbox's incentive of 250 megabytes of free storage for referring a friend, are great options. Although Airbnb uses a quantifiable incentive - $25 towards their next stay – Airbnb's description reinforces the brand. They use language suggesting that customers share the great experience of living like a local that Airbnb delivers, rather than just blatantly offering the cash.

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Two successful cases of growth hacking using customer referral programs are Dropbox and Airbnb. Dropbox offered 250 megabytes of free storage for each friend a user referred. This incentive was not easily quantifiable, making it a great option for growth hacking. Airbnb, on the other hand, offered a quantifiable incentive - $25 towards their next stay. However, Airbnb's description reinforced the brand, suggesting that customers share the great experience of living like a local that Airbnb delivers, rather than just blatantly offering the cash.

Using language that reinforces the brand in customer referral programs is significant because it helps to maintain and enhance the brand's image and identity. It ensures that the brand's message is consistent across all platforms, which can help to build trust and loyalty among customers. Moreover, it can make the referral program more appealing to customers, as they are more likely to refer a brand that they identify with and believe in. This can lead to increased customer acquisition and retention, and ultimately, higher revenue for the business.

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