Referral campaign - Report

Introduction

The following article will give you information about how generate the Referral Program Results Report and how to read the report results. There also will be information of how to measure whether it was successful or not.

Mind that there is another report on Referrals, however displaying less data than the Referral Program Results Report. To generate it, go to the PGM -> Reports -> All -> Members -> Referrals. 

• The primary aim of this report is to assess the success of the Referral Campaign by analysing the data related to the number of persons referred. 
• This article will be helpful to PG Champion, Club Manager, Marketing and Sales Manager, Administrator, Club Owner and any other PGM system user responsible for Referral Campaign results evaluation. 

Before you start

Depending on your system permission, you may not be able to view some reports for security reasons. You can modify the visibility of these reports within System Permissions. Contact your PG Champion to modify the visibility and the system permissions for a given report. 

To access this report, add the following employee permissions to the suitable employee roles: Reports/Marketing/RefferalProgramResults. Go to PGM -> Clubs -> Employees -> System Permissions.

Instruction 

How to generate the Referral Program Results Report?

1. To access the report, go to PGM -> Reports -> All.

2. Find the Referral program results report by either using the search filter or selecting the Marketing tab.

3. This will display the filters that can be used to generate the report: 

• Club - select which club/s this report will generate.
• Choose the date since and until which you want to generate the Referral program results.

4. Press XLSX to generate the report.

How to read the Referral Program Results Report?

1. By use of Referral Campaign, members of your club can invite their friends. 

Column C - Invited by - this is the name and surname of the Inviting user, meaning the member who referred a friend to the club.

Column D - Invited by User Number - this is the unique user number of the Inviting user, meaning the person who invited a friend to the club.

Column  A - Invited person - this is the name and surname of the Invited user.

2. When the friend gets the invitation link, they are transferred to the page with Web-to-lead form, which they need to fill in with their personal and contact data. Having sent the Web-to-lead form to the club, the friend becomes the club Guest and their user number is created in the PGM system. 

Column F - Form fill out date - this is the date when the Invited user (a friend) filled in the Web-to-lead form.

Mind that the date can be displayed differently depending on the culture/region of a given database. 

Column B - Invited person user number - this is the unique user number of the Invited person (a friend). It was created in the PGM system after they filled in the Web-to-lead form. 

Column E - Invited person status - the status indicates if the Invited user is a Guest (they don't have any Contract) or a Member (they have a Contract). 

3. The aim of the Referral Campaign is to attract new clients and encourage them to purchase a Contract. That is why if referred, they can be offered a Benefit if form of a Product. I.e.: Personal Training session, free entrance to the club, physical product, i.e. a bag or towel, facility booking, and similar. After that, some of them may want to purchase a Contract (Payment Plan).

Column G - Product - this is the Benefit that the Invited user was offered. 

Column H - Last product usage date - this is the date when the Invited person used the Product, i.e. entered the club for free or had their Personal Training session. 

Column I - Payment Plan Name - here you will see if the Invited person decided on purchasing a Contract and which Payment Plan was that in particular. 

Column J - Signup date - this is the date when the Invited person decided to purchase the Contract.

On Sign up date the Invited person is upgraded from Guest to a Member in the PGM system. Since then, this status change will be visible in Column E - Invited person status. 

Key information helpful in measuring Referral Campaign results

You can measure if the Referral Campaign has been successful by checking the following data:

1. Number of persons referred 

• Column D - Invited by User Number.
• Column  A - Invited person.

2. Number of persons who used the Product 

• Column H - Last product usage date
  • Last product usage date in Column H can be compared with Column J - Signup date, provided that the Invited person decided to purchase the Contract (Payment plan). If it was so, you can assume the Referral Campaign has been successful. 
    • If you have set the Product expiration date (PGM -> Sale -> POS Management -> Products), you can also set the Notification in the Automation Center (PGM -> Automation Center -> Notifications) to send automatic message soon after the Product was used, saying Thank you for the Visit, sending them feedback survey or a special offer or Contract discount. 
  • If you see that a large number of Invited persons has not used the Product yet, you can take additional steps and remind them of their Benefit:
    • Use Column D - Invited by User Number - to create a Newsletter (PGM -> Marketing -> Newsletter) and remind them of the Product.
    • If you have set the Product expiration date (PGM -> Sale -> POS Management -> Products), you can also remind them of that date and encourage to claim their prize on time.