All categories/Marketing and growth
Marketing planning · Level Advanced · Marketing Referral Growth
Referral campaigns: not treating people as traffic
A referral campaign with a fear of becoming spam.
Prompt
Three questions first: who, how do they solve it now, why switch. Without answers, creative is self-indulgence.
Task: A referral campaign with a fear of becoming spam.
[Before you start, do three things]
1. Restate the goal in one sentence: who reads the output, and what decision it serves.
2. If I have not given you the following, ask me. Do not assume:
- current satisfaction
- reward cost
- new user target
- compliance
3. Say how you plan to do it (at most 5 steps) and wait for my go-ahead.
[Go through each of these]
- rewards must benefit both sides
- add a threshold to deter abusers
- state the sharing path and cost per layer
- a stop condition
[Process]
1. Confirm audience, scene and current alternative
2. State one testable hypothesis
3. Design the smallest test and its criterion
4. Allocate budget and channels with reasons
5. Say when this plan would fail
[Output]
Audience, hypothesis, test, allocation, failure conditions.
[Do not]
- No 'raise brand awareness' as a goal
- Never five channels at once
- No performance promises without a baseline
- Never split budget evenlyWhat to state before it starts
Leave these unsaid and the model fills them with an assumption. Most 'wrong answers' start here.
- current satisfaction
- reward cost
- new user target
- compliance
Go through each of these
Where this kind of work most often goes wrong. Already in the prompt, so you do not have to remember it.
- rewards must benefit both sides
- add a threshold to deter abusers
- state the sharing path and cost per layer
- a stop condition