An open letter to streaming services around the world

Buyapowa's open letter to the streaming services of the world.

Dear streaming service guys,

Look, I’ll be honest. I didn’t think I needed another over-the-top streaming service in my life. Like everyone else I know, I forgot my own mother’s phone number years ago, but I can still tap out my Netflix password in Morse Code with one hand tied behind my back. The Amazon Prime Video button on my remote is so worn down, I risk electrocution every time I want to watch ‘The Boys’. I can’t name all the state capitals or list every president of the USA, but I can tell you the best show airing right now on Peacock, Apple TV+, HBO Max, Paramount+, Shudder, CuriosityStream or discovery+ (it’s ‘Pig Royalty’, by the way – have you seen ‘Pig Royalty’?).

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Examples of referral programs at leading utilities brands

To understand why utilities (natural gas, electricity and water suppliers) are increasingly looking to harness positive word-of-mouth to gain new customers via referral marketing, we need to look at the challenges utilities marketers face.

First, as the name suggests, a ‘utility’ is something that’s seen as interchangeable commodity, and if you switch gas, electricity or water supplier you get exactly the same gas molecules, electrons and water flowing through your pipes and cables. And so, at least in developed countries, changing supplier doesn’t typically impact the nature or regularity of the supply of gas, electricity or water to your home or business. So it’s hard to compete on product, other than by offering some nice apps and IOT applications to monitor and control your usage. And being a regulated business means that there’s usually a whole heap of red tape that restricts the kind of marketing that can be done, and what can be included in product bundles.

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Examples of Referral Programmes at Leading Telecoms Brands

Examples of leading telecoms referral schemes
 

To understand why telecoms marketers have turned towards referral or member-get-member programmes, we first need to look at the daunting challenges they face.

On the one hand, the demand for mobile, fixed line and broadband services never ceases to stop growing. Users now just expect the highest-possible quality streaming to their fixed and mobile devices, with all the huge capex requirements in fibre networks5G etc. that necessitates.

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Buyapowa helps OHM Energie bring green energy to more customers with refer-a-friend

Buyapowa helps OHM Energie bring green energy to more customers with a referral program

Innovative French clean electricity provider OHM Energie believes that environmental protection should be a priority for energy providers.

As they say in their mission statement, “The energy sector has evolved a lot over the past ten years without you really benefiting from these developments.” So their commitment to their customers is to ensure that, across France, people can benefit from these emerging technologies, green energy initiatives and smart innovations.

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How to do Organic Discovery like Airbnb: Part 3

A guide to creating organic discovery: Part three of three

So now we come to the last part of our trilogy on how to create and implement an Organic Discovery strategy like Airbnb. In Part One, we talked about how to start with the basics by ensuring your customer experience really is first-class and is something that people would want to talk about, and making sure your SEO is in order. In Part Two, we discussed getting your customers to create content and leave reviews and share those on social. Now we discuss Influencers, Referral Programs and Employees and Partners, and how to tie all these elements together.

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