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Referral Rewards Program
Referral Rewards Program
Challenge
Challenge
A youth sports company specializing in running single and multi-day events had a steady flow of new leads coming in from partnerships and cold calling, but was lacking a systematic approach to generating referrals from loyal customers that had a good experience at their events (aside from Sales Reps asking each of their customers for referrals).
Solution
Solution
We created an incentivized Referral Rewards Program where customer families could gain funds to use towards a future event for each athlete they submitted via a Referral Form placed in their online member account area.
Marketing incorporated educational content with the theme “Refer Friends. Receive Rewards.” and a CTA taking customers to the Referral Form into emails in the existing customer journey before and after each event.
New referrals were automatically added into the company’s CRM, assigned to the same Sales Rep, and the Sales Rep was notified via email about their new referral lead in order to reach out to the new family and sell them an upcoming event.
Results
Results
Providing incentive to loyal customers and building the ask into the customer journey following a good experience at an event led to a 48% increase in referral leads generated per event the company ran.
Sales Reps were able to focus on building relationships with their client list of customers instead of having to call each of their clients to ask for referrals.
Marketing did not have to add additional ongoing work to their plate; they simply added educational information and a CTA into emails they were already deploying after each event.
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