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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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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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