Perhaps nothing is as effective and efficient in spreading your message as a viral marketing campaign. The idea behind viral marketing is to inspire people to spread your message for you. It’s been estimated that a successful viral campaign can have 500-1000 times more impact than a non-viral campaign. Boosted by Paid Ads can create the k-factor you always wanted. Thus, to pay for one click and get multiple of them.
All viral concepts should be interconnected and in parallel their message to be clear and not confusing for their audience.
A referral campaign may use all the existing channels and touchpoints of the client e.g. Welcome emails, order confirmation emails, etc.
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In each referral program we evaluate/define the following aspects:
Are we building ambassadors (of an existing brand), or beta testers of a new brand? That signifies different target audience with different needs and behavior
Embed to existing dedicated landing page or in email lists. Are we targeting a vast customer base or in fewer but more qualified conversions?
We will discuss in detail the kind of rewards (if any) that we will give in various programs for the business units. We don’t believe that all business units should have the same program as there are “templates” that fit better per business units
When the referral counts as converted? When user will click the referral link? When he/she will join the referral campaign or when the referee will join our system and will make a purchase. All these are attribution options of a referral campaign and some of them require a tight integration with the back-office systems
You may want to integrate a set of systems while creating your referral campaign. We will consult you about the best integration option you will need. In most of the times you have to integrate
We believe that referral campaigns should stay forever BUT we propose to start with 3-month campaigns with increased incentive in the beginning. During this 3-month period, we will run many A/B tests to see which copywriting converts best and then we will decide which campaign we will keep. We believe that each target audience should have a dedicated campaign assigned, therefore we expect at least two (2) campaigns in parallel.
Boosting is about ways to engage or nurture the users that have been contacted at least once. For those that will engage but not get listed or completed, we will introduce a set of emails to make them complete their listing or not to get disappointed because you didn’t approve their listing.
