In the event industry, one of the greatest measures of success is your fill rate. In other words, selling out your event should always be a top priority. One tactic we’ve noticed that goes a long way toward meeting that goal is equipping participants to become ambassadors for your brand.
Introducing the Referral Rebate
We’ve added a new feature to ACTIVEWorks Endurance that does a lot of the coaching for you. It’s called Referral Rebate.
The functionality is really simple: Participants who refer a certain number of new registrants (you get to set this number) will automatically be issued a rebate on their registration—a price that you will also get to decide. You’ll simply turn on this feature and set the parameters, so that you don’t have to manually track referrals or issue rebates.
This new feature will help you fill your event in these 4 key ways:
1) Turn Participants into Promoters
When we hosted our webinar with veteran race directors from events like The Color Run and The Boston Marathon, one comment really stuck with us:
“The best advertiser/evangelist, the most successful marketing that will be done for your event is going to be done by your participants, said John Connors , vice-president of product development for The Color Run. “That’ll be your avenue to creating buzz as well as giving your participants something to talk about before the event happens.”
It’s super-important as an event director that you not only have a strategy to promote your event through the usual channels, but that you’re also thinking about how to empower your registrants to want to register their friends, family and co-workers. The Referral Rebate tracking system helps you drive registrations and revenue by providing each registrant with a financial incentive to publicize your event and recruit more folks to your event.
2) Incentivize Team Recruitment
We’ve long been invested in improving team functionality, making it as easy as possible for you to accommodate teams and for your participants to recruit and manage teams. Teams are a proven way to boost your registration numbers because, unlike individual registrations, they can grow infinitely. But, it’s up to you as a race director to publicize team functionality and encourage each registered team to keep growing.
Referral Rebate helps you do that by adding a financial incentive, particularly for team captains, to your messages. And, again, because it’s automated within the parameters that you set, you won’t have to continually operate—it’s a “set it and forget it” option.
3) Save You Time
While it’s possible to earn more cash, or buy more water bottles, once time is gone, you can’t get it back. And we know that your time is your most valuable resource, especially as you’re counting down the clock to Race Day.
So, one of the best benefits of Referral Rebate is that it will significantly cut down on the time you spend tracking referrers who are helping to recruit more racers and the time you spend manually issuing rebates. Once you’ve configured the settings for your Referral Rebate program, you don’t have to do any other administrative work, unless you choose to change the settings at a later time.
4) Save You Money Per Acquisition
There are lots of digital tools to help race directors acquire more runners. Most of them operate on a “price-per-click” basis that assigns a price to each acquired registrant (“cost per acquisition”). We’ve designed the Referral Rebate feature to allow you to acquire more registrants without additional costs, since it’s already included in your ACTIVEWorks Endurance software.
How to Get Started
If you’re already an ACTIVEWorks Endurance customer, simply go to Step 2 of the sign up flow to activate. If you’re not, click here to speak to an endurance specialist.