Marketing Design Co., Ltd. conducted a web survey targeting people who have experience introducing products and services, and those who have had experience of being introduced.
The results revealed that “introductions” are effective in promoting products and services. The survey also looked into the reasons for introducing and not introducing customers, and also looked at the key points to encourage referrals from existing customers.
Reference source: Sales promotion during the coronavirus pandemic is from advertising to introduction! Marketing Design conducts a questionnaire survey on referrals – Analyzing the process by which 0.67 customers are created from 1 customer –
Approximately 30% of people have “experience introducing” and “experience being introduced” to products and services.
As a result of the web survey, approximately 30% of people had both experience introducing products and services and those who had experience of being introduced.
Reference source: Sales promotion during the coronavirus pandemic is from advertising to introduction! Marketing Design conducts a questionnaire survey on referrals – Analyzing the process by which 0.67 customers are created from 1 customer –
When we looked further into the people who had the experience of making introductions and of being introduced, we found that there was little difference between men and women, and most of them were young people in their 20s to 30s. This seems to be a similar result for those who had experience of being introduced.
It was also found that each person with experience in making referrals referred to approximately 3.6 people. In terms of gender, there were more men referred than women, and in terms of age groups, there were more people in their 30s and 60s.
Approximately 75% of people gave the following reasons for making referrals: “I thought it would help the person I introduced,” and “I liked the product/service and wanted to tell someone about it.”
On the other hand, the most common reason given by those who did not introduce someone was that it was too troublesome to introduce them, at 60%.
The most important source of information for those who had experience with referrals was “friends and family.”
In 63% of cases, people who had been introduced ended up making a purchase. It was especially common among people in their 20s and 50s, and many of those who purchased it said they had no children or were unmarried.
The most common reason for purchase was “I liked the product/service,” accounting for approximately 85% of the respondents. Only about 40% of people said they knew about the product before purchasing, and more than half of them learned about the product for the first time after being introduced to it.
It was found that approximately 80% of people made a purchase decision within a week of being introduced. It was also found that women compared to men, and those who had no children or were unmarried took a shorter time to purchase than those who did not.
Calculation: 0.67 new customers are created for every existing customer
The survey results introduced so far show that on average, 0.67 new customers are created for each existing customer. The calculation formula is as follows.
Reference source: Sales promotion during the coronavirus pandemic is from advertising to introduction! Marketing Design conducts a questionnaire survey on referrals – Analyzing the process by which 0.67 customers are created from 1 customer –
Approximately 30% (0.3) of existing customers introduce products and services, and each person introduces an average of 3.57 people, making purchases among the people introduced. 63% (0.63) made this decision. Multiplying these numbers yields the result of 0.67 people.
How to increase your number of customers through referrals…
Marketing Design Co., Ltd. also recommends ways to increase the number of customers through referrals.
Many of the motivations for making an introduction were “I thought it would help the person I was introducing” and “I had a good impression of the product/service.” Therefore, we encourage people who feel that our company’s products and services are a good fit to make an introduction. is considered to be valid.
On the other hand, many of the reasons given for not making introductions were “it’s a hassle to introduce people” and “I don’t know how to introduce them.” Therefore, it is important to create an easy-to-understand introduction system.
The key points are said to be “creating opportunities for introductions (e.g., calling)” and “mechanisms for introductions”. It was also pointed out that it is important to create an environment where “the introduction campaign is always applied no matter when the introduction is made,” rather than an introduction campaign that is only for a certain period of time.
Reference source: Sales promotion during the coronavirus pandemic is from advertising to introduction! Marketing Design conducts a questionnaire survey on referrals – Analyzing the process by which 0.67 customers are created from 1 customer –