The popular belief is that referral marketing is a sledgehammer, something you deploy to get masses of new customer acquistions in one big slam. But, here at Buyapowa, we know it can be much more surgical than that - less a sledgehammer and more of a scalpel; something you can deploy in very specific ways to achieve very specific goals.
In this article, we'll take you through two use cases where referral can be extremely surgical. And, to illustrate the point, we'll use one example brand, Boots: the kind of brand that might think it's too big for referral but, once it understands that referral needn't be a blunt tool, quickly sees the value.
So, imagine you're the Chief Marketing Officer at Boots. You've got busy stores on every high street up and down the UK, your omnichannel offering is going from strength to strength, just about everyone who's ever going to shop with you has already shopped with you. What are you going to say when someone asks why you don't have a refer-a-friend programme? Well, chances are, it'll be something like this: "I like the idea of referral, but it's just not for us. We're too big."