Airbnb: travelling in the wrong direction


In the next few weeks, we'll be launching a world-class referral programme for Expedia, the world’s biggest travel company. We couldn’t be more excited to be partnering with a brand that’s been revered as an ecommerce pioneer for over 20 years. And we’re looking forward to working with them to bring their millions of happy customers a refer-a-friend scheme that’s more powerful, more engaging and more effective than anything the travel industry’s ever seen.

Of course, when you think referral and travel, one brand currently springs to mind: Airbnb, who became a household name on the back of their referral programme. In fact, Airbnb (along with Dropbox and Uber) just about wrote the referral rulebook - so you’d assume their scheme would be right up there with the very best. But here’s the thing: if you take a look at Airbnb’s referral programme, it’s actually starting to look worryingly out of date.

So that’s exactly what we’ve done. Below, you’ll find our expert take on Airbnb’s refer-a-friend scheme. But, first, a little history…

Airbnb Referral 1.0

Airbnb’s referral programme didn’t always look like

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The doctor will see you (and you, and you) now

babylon and Buyapowa

If you've been listening to the radio or checking the news, you'll have seen this story about the revolutionary artificial intelligence healthcare platform, babylon.

The concept is simple but brilliant: instead of waiting days for an appointment with your local GP, customers can launch the babylon app on their phone, tablet or computer and, within just a few minutes, text, call or video chat with a fully-registered doctor.

No wonder babylon just announced an investment of £50m as they work towards revolutionising a service that's vital but in palpable need of innovation. And no wonder most of their customers rate their service five out of five: something which is not only crucial to babylon's retention rate, it's also a fundamental element of their growth strategy.

Given that healthcare is such a precious and personal thing, it's understandable that prospective customers will need reassuring before they sign up to the service. And that's hard to do via traditional marketing. A billboard can't tell you how babylon prescribed just the right medicine to your friend, Jean, and had it delivered within the same day. A web banner can't explain how your brother, Michael, was able to get the help he needed while

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Le parrainage est un levier d’acquisition consommateurs des plus efficaces - par ailleurs toutes les marques à succès aujourd’hui ont déjà développé leur programme de parrainage digital.

Aussi fondamental que simple : les clients existants et amoureux de votre marque sont récompensés pour partager leur satisfaction, leurs amis sont motivés à acheter, c’est le bonheur.

Mais parce le parrainage est simple cela n’empêche pas qu’il y a un certain nombre de choses qui peuvent mal tourner. Ces obstacles sont faciles à contourner (notamment si vous avez les bons outils), encore faut-il que vous sachiez ou regarder.

C’est ce que nous allons vous exposer à travers les slides suivantes, et citant des exemples de marques qui ont échouées face à ces obstacles, contre d’autres qui auront sécurisé leur programme. Ouvrez l’oeil !

Télécharger en pdf (6.3MB)

Si vous comptez lancer votre programme de parrainage, n’hésitez pas à prendre contact avec nous pour échanger sur la façon dont nous pourrions vous accompagner dans sa création et gestion.

Voir activité récente du client Buyapowa:

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12 ways to ruin your referral programme

Common referral pitfalls

Referral marketing is the fastest-growing form of customer acquisition - so much so that it’s becoming increasingly hard to find a successful brand which doesn’t operate some kind of refer-a-friend scheme.

It’s also fundamentally simple: your existing fans and customers are rewarded for telling their friends about you, those friends are incentivised to shop, everyone’s happy.

But, just because referral’s simple, that doesn’t mean there aren’t a number of things that can go badly awry. Sidestepping these pitfalls is easy (especially if you select a referral platform designed to avoid them), but you need to know where to look.

And that’s exactly what we’re going to show you in the slides below, citing examples where some brands have stumbled into these pitfalls while others have safely avoided them. Let’s go...

Download as PDF (6.6MB)

If you're launching a referral programme, or you're worried you might be making some of these mistakes, just get in touch. We'll help you set everything right.

See Recent Buyapowa Client Activity:

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83% of your customers want you to have a referral scheme

83% of your customers want you to have a referral scheme

Customers expect a lot. And, if you don’t give them what they want, they quickly go elsewhere. Can’t make free returns? See ya. Can’t ship to a secondary address? Adios. Now, according to the Ivy League data-scientists at the Wharton School of Business, 83% of customers want to refer their friends to their favourite brands and services. Crazily, 87% of brands don’t let them.

Hasta la vista. Baby.

Here’s what happens when those customers go looking for a referral scheme on their favourite brands’ websites and come up blank:

That is the LAMEST

These businesses have taken all that goodwill and energy, all that advocacy and potential new business, and turned it into bitterness.

It needn’t be that way. Not only does any good referral scheme make back its capital expense within a matter of weeks, the ongoing results are exactly what we’re all looking for: 80% lower CPAs, eight times greater conversion rates and 50% bigger basket spends.

If you’re straggling, don’t worry. You can get up and running in no time at all by teaming up with Buyapowa's team of experts and using our plug-and-play platform. If you’re uncertain, don’t be.

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