Consumer referrals are at the core of social marketing strategies. This month we look at the reasons why people willingly share positive experiences with products and brands.
Exceptional Experience: Have you ever dined at a restaurant and felt the overwhelming need to recommend the place? That's the power of an exceptional experience.
Social Importance: Brand influencers often seek social importance or peer recognition, especially for brands that confer prestige. Just ask for an opinion on a BMW 335 and you will find any number of promoters and advocates.
Bragging Rights: The staunchest brand advocates are often experts or mavericks who might even push the product in ways unintended by the manufacturer. And they want to be known for it. Gadgets, like iPhones, have such advocates.
Sharing Incentives: Many consumers will refer a brand when they see a personal incentive, like a coupon. This impulse gets even stronger when the incentive can be passed on to the friends they refer.
Consumers have different reasons to refer different brands. Recognizing the sharing impulse, the motivation behind it, and learning how to influence it, is a Brand's social challenge.