Scott Sherman Automotive recently caught my attention with a really well executed referral marketing program. Dave had recently gotten some work done there and a few days later got a postcard in the mail. The postcard said “Give this to someone who isn’t a customer and we’ll give them a free oil change. Also, if the person you send comes in, we’ll give you a free oil change too.”

Now this is cool on many levels. First, they’re following rule #1 - ask customers for referrals. Second, they’re making Dave look good because he gets to give me a free oil change. Third, Dave gets a free oil change too so he has a really strong incentive to get me to go in. I’m a big fan of symmetric referral bonuses - basically, if you send me someone, we’ll give you both something cool. This rocks because you’re no longer selling your friends out to get a free bobblehead - you both benefit.

I did go in for my oil change and they rocked - no attempts at gratuitous upsells. And, sure enough, I received a referral postcard in the mail 2 days later. They delivered a quality experience, a friend and I will get a free oil change, you can bet I’ll spread the word.