Referral Marketing & Brand Advocacy

Referrals can introduce a business to new customers through people who already know the company. A thoughtful referral marketing program makes it easy for satisfied customers, employees and business partners to recommend your products or services while keeping the process professional and appropriate for your brand.

Start With a Good Customer Experience

Referral marketing begins with the experience you provide. Customers are more likely to mention a business when they are pleased with the products, service and attention they received.

Promotional products can support a referral program, but they should complement good customer service rather than replace it. A useful gift or thank-you item can reinforce an already positive relationship.

Make Referrals Easy

Customers may be willing to recommend your business but may not know how to do it. A referral program should clearly explain what you are asking customers to do and provide a simple way for them to make an introduction or share your information.

Depending on the business, referrals may come through personal introductions, email, social media, referral cards, online forms or conversations between customers and colleagues.

Thank Customers for Referrals

A thank-you can acknowledge customers or business partners who take the time to make a referral. Depending on the type of business and program, this might include a personal note, branded gift, promotional product or another appropriate expression of appreciation.

The item does not have to be expensive to be meaningful. Consider something useful and appropriate for the recipient while keeping the presentation consistent with your company's image.

Use Promotional Products to Support the Program

Branded merchandise can be incorporated into referral and customer-appreciation programs in several ways. Products may be used as thank-you gifts, included with customer communications or provided to employees and business partners participating in a referral initiative.

Drinkware, notebooks, pens, bags, desk accessories and other practical products are examples of items that may work for these programs. The appropriate choice depends on the audience, budget and type of relationship.

Encourage Brand Advocacy Naturally

Brand advocacy develops when customers, employees or partners choose to speak positively about a company based on their own experience. Rather than trying to force that recommendation, businesses can support it by maintaining good relationships, communicating consistently and showing appreciation.

Branded products can provide another visible connection to the company, particularly when the item is useful to the recipient and appropriate for the relationship.

Include Employees and Business Partners

Customers are not the only potential source of referrals. Employees, vendors, professional contacts and other business partners may also introduce people to your company.

When appropriate, referral and appreciation programs can include these groups while using consistent messaging and clearly defined program guidelines.

Keep the Program Consistent With Your Brand

Referral materials, thank-you messages and promotional products should reflect the same professional identity customers encounter elsewhere in your business. Consistent logos, colors and messaging help connect the referral program with your overall marketing.

Pay Attention to What Works

Keep track of how customers hear about your company and which referral activities generate useful responses. Over time, this information can help you decide which parts of the program are worth continuing or adjusting.

Garrett Specialties can help you select promotional products for referral programs, customer appreciation, employee programs and business gifts. For assistance, call 1-800-320-1510.