KILLER REFERRAL STRATEGIES
NEW CUSTOMERS FOR YOUR COMPANY A KILLER REFERRAL PROGRAM THAT IS GUARANTEED TO GENERATE LOADS OF
Our new experience is going to allow anyone who qualifies (by referring one person who becomes a customer of The Newsletter Pro) to join us in Vegas. But this time, we’re going to jump in a plane with a former military pilot, take to the skies, and dogfight above the desert. Yes, it is as cool as it sounds. In this experience, you’ll have the opportunity to take the control stick of your plane, maneuver it so your plane is behind an enemy plane, and use lasers to figuratively shoot the enemy out of the sky. When you score a hit, the bad guy’s plane will start to smoke. This will be one of those once-in-a-lifetime experiences you’ll never forget. Between the Top Gun experience, the hotel, and a few other surprises we have in store, this will be an incredible trip. KILLER PROMOTIONS But, all this being said, having an amazing experience is not enough. You must have marketing muscle behind the mind-blowing event. This year, we took what we learned from last year’s program and have totally revamped how we encourage people to refer, and how we’re helping our referral sources promote the event to their customers and prospects. I don’t have the room to go over both, so I will go over some of our promotion strategy to get people to refer to us, as that tends to be the more difficult part. The first part of our strategy starts with our employees. One of the mistakes we made last time was not offering the employees a chance to win for helping us get new referral sources. So, this time, we’ve created three ways for our employees to win prizes based on how much they encourage customers to sign up and refer to us. My experience in helping other companies come up with referral programs tells me this alone will be a game changer. A recent Disney World experience we created for another company landed them 348 referrals, and one of the contest’s big drivers was the employee engagement and mini-contest we ran for them. Once we have someone interested in becoming a referral source, we send them to a landing page to opt in. You can see an example of that page at thenewsletterpro.com/topgun. Once they’ve opted
Last year, we introduced an amazing referral campaign for my company, The Newsletter Pro. The campaign offered a trip to Vegas to any client whose referral become a client, including airfare, hotel, and the chance to race exotic cars on Las Vegas Motor Speedway. As you can imagine, this was not an inexpensive prize, nor was this merely a chance to win. We guaranteed that everyone who gave us a referral that converted to a customer joined us on the trip. Some people thought I was crazy to offer such an expensive prize, but in reality, I didn’t spend more than I’d have spent if I had acquired a new customer from a cold lead source. Once the program was complete and we did all the math, our cost per new referred customer was just under what it would normally cost us to get a new customer from a cold source. To me, that sounds like a huge win. I talked about this subject in my book “The No B.S. Guide to Maximum Referrals and Customer Retention.” Basically, you should be willing to spend as much or more per referred client as you normally spend to acquire a customer from a cold medium. Many times, when I make a statement like that, people ask why. Why would I want to spend as much or more on referred customers as I would on any other new customers? The answer is simple: Statistically, referred customers are worth more than customers from other sources. There is one problem with my advice, though: I’d only ever taken half of it myself. I’d never actually run a program that would require me to spend more per new customer than I normally do when acquiring customers from other types of media … that is, until now. A CAN’T-MISS EXPERIENCE Our new referral program is all themed around the classic movie “Top Gun.” When we sat down to come up with the next program, one that would cost us more than we’d normally spend to get a new customer, we asked, what’s bigger than racing exotic sports cars around the Las Vegas Speedway (which was the highlight of our last referral campaign)? The answer we came up with was dogfighting above the desert in acrobatic airplanes .
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