Airbnb voyage dans la mauvaise direction

arghbnb

Dans les prochaines semaines nous allons lancer le programme de parrainage à portée internationale d’Expédia, l’une des plus grosses compagnies de voyage au monde. Nous sommes heureux de ce nouveau partenariat avec une marque qui s’avère être parmi les pionniers du E-commerce depuis plus de 20 ans. Et nous sommes impatients de travailler avec eux sur un programme à destination de leurs millions de consommateurs satisfaits, plus engageant et plus efficace que ce qui a pu être proposé jusqu’à lors dans l’industrie du tourisme.

Bien entendu, lorsque vous pensez parrainage et voyage, une marque revient automatiquement à l’esprit : Airbnb, devenu un nom des plus connus, et ce grâce à leur programme de parrainage digital. En effet, Airbnb (ainsi que Dropbox et Uber) ont grossièrement écrit la bible du parrainage - vous assumeriez alors que leur programme est parmi les meilleurs. Un petit soucis néanmoins : si vous regardez de plus près le programme d’Airbnb, on constate de manière inquiétante qu’il est dépassé.

Airbnb, parrainage 1.0

Le programme de parrainage Airbnb n’a pas toujours été ce qu’il est aujourd’hui. Par ailleurs ils n’avaient en réalité pas de programme en

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We've got The AA’s referral programme on the road

We're really excited to announce the launch of The AA's brand new referral programme.

When you think of The AA, you probably imagine their iconic yellow breakdown vans rescuing drivers by the roadside in all sorts of inclement weather. But The AA has come a long way since its origins in 1905 (when it was a protest committee formed to combat police oppression of motorists!), and it's now one of the UK's leading financial service organisations.

The AA not only offers its 15 million members insurance on everything from pets and boilers to caravans, but also a host of other financial products including loans, mortgages, savings products and credit cards. But what you might not realise is how often it's been at the forefront of innovation, from launching the first roadside petrol pumps in the 1920s, through launching two-way radios back in 1949, to laptop diagnosis in 2003.

And now it's taking the lead in marketing. Starting today, thanks to the Buyapowa refer-a-friend platform, every AA member will be able to recommend the brand to friends. Each time the referred friend takes out annual breakdown cover, both the referrer and the friend will get rewarded with either a £20 Marks

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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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12 FAÇONS DE RUINER SON PROGRAMME DE PARRAINAGE

12 FAÇONS DE RUINER SON PROGRAMME DE PARRAINAGE

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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