A referral scheme can be a fantastic way to encourage more people to attend your events. 

The referrer will receive a discount on a future ticket. The referred gets an opportunity to discover a new experience on the strength of a trusted recommendation. You can potentially double your recurring revenue by expanding the audience for your events.

It's simple to set up a referral discount on Bookwhen using booking form fields, the Customer List, and discount codes.

This article covers:


Set up a 'Referred by:' booking form field

Head over to Settings, then select Booking fields, then Add a new field type:

Create a field that allows your new booker to indicate which of your existing customers referred them to your event (this could be by entering their name or their email address). 

Field label

Something like - "If someone recommended this event to you, please enter their name below" would work.

Field data type

'Plain text - single line' will be sufficient to enter the referrer's name. You may wish to make the field data type 'email address' if this is the information you want to collect. 

What does this information relate to?

Making this field a 'booking' field means that the system only asks for this once per booking. 

Would you like to add the form field to all entries?

'Add to all entries' creates the field on all existing entries (if you select this, you can skip to the next section on the Customer List), or if you wish to exclude some entries, like 'do nothing'.

If you only want to add your referrer booking form field to specific entries, select them from your Schedule page, choose Edit entry, Booking form, select & reorder fields on the right-hand side, and manage the booking fields included on the entry individually.


Use Bookings exports and the Customer List to determine who has referred new attendees

After your bookers have had time to refer friends and family, navigate to the Bookings tab and select the period you are interested in (for instance, if you aim to issue referrer discounts every two weeks, like the last two weeks), then export the bookings using the Options menu:

On the .csv export, check the column related to your booking form field to see if new attendees have added referrer names. 


If you find any names on your export, navigate to your Customer List and use the search fields to see that customer.


Issue a discount code to the referrer

If you only wish to offer one referrer discount per booker, you may want to keep an external list of those who have already received one to keep a record. Once you are happy that your booker qualifies for a discount code, you can issue a code for the value you have decided on.

You can read about setting up a discount code here. You can create these via Sales tools and then Discounts here. Our recommended settings are:

  • Code = something which identifies the booker and what the discount is for, e.g. 'johnsmithreferrer'

  • Type of discount = however much you want the discount to be

  • Expiry = your choice, but we think an expiry of 1 month is generally reasonable

  • How many times can the code be used? = 1

  • Restrict to single use per booker email address? = yes

The next time your referrer books an event, they will be able to use their discount code to receive a discount on the event.


This article is part of an ongoing series to empower you to get the most out of your Bookwhen subscription. Do you think that referral discounts can bring more attendees to your events? We love hearing from our customers, so get in touch and let us know!

 

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