Who told you about us again?

Let's say my chiropractor is amazing (which he is, by the way) and so I tell everyone about him. Say one of those friends that I tell decides to go based on my recommendation. They make an appointment, it comes and in they go. When they get to the counter, one of the questions they're asked is "how did you find out about our office?" That friend then answers, "My good friend Stacey is one of your patients and she said I should come in and visit," or something of the sort. The receptionist makes a note on my file and the next time I go for an adjustment, I get it for free just because I referred that friend. Fun, huh!?

Or let's say that you've got an insurance company that gave you a great deal on your new home insurance policy (perhaps a little more far hypothetical) and you tell your friends about it. One of your friends decides to purchase a policy through the same company and gives your name when asked who refers them. Shortly after, you receive a gift certificate for two at some nice hotel with a nice little note thanking you for sending customers their way.

What I'm talking about, if you haven't guessed, is referral incentives. All sorts of companies use them to manufacture "buzz" around whatever they're promoting, to further motivate satisfied customers to spread the word.

Is there room for doing the same thing in marketing higher education?

We all hope that our alumni are satisfied customers and are referring potential students our way. We hope that our current students are encouraging their friends to join them.

What do you do to further motivate your satisfied customers to spread the word about your institution? Do you use any type of referral incentives?

At ABC, we're working on it. We haven't done much in the past but would like to encourage our alumni and current students to continue doing what they do and raise the bar a little bit by providing some positive reinforcement.

Any ideas?

Oh, and if you're in Calgary and looking for a good chiropractor, I know one. I'd be happy to pass on his name to you!

YC 2007 Slideshow

16,000 attendees... 12 CHEC member institutions... Good times!