Toast

Toast (pos.toasttab.com) is both a digital service and physical products company. They specialize in providing stellar point of sale options to any kind of restaurant. 

Referral Program

I noticed they had a job listing online for a customer marketing manager, and that one of the elements they were looking to make was a referral program. So I’ve put together a list of ideas here, in a write up that describes a potential program. I think a program like this would help get customers especially excited about the brand because the advertising would essentially come from people who already enjoy the product, and the program would reward that appreciation. 

Subject: Pass Toast on to Colleagues and We’ll Pass the Savings to You

Hello Name

Here at Toast we want to thank you, our customer so we’ve created a referral program that we believe you’ll truly enjoy. If you love Toast, tell your friends*, and if they decide to use Toast we’ll refund the price of one of your software terminal setups, and we’ll give them one setup free**! Just use your personalized link, available at the bottom of this email or log on to your toast account to send an Easy Reference email. In addition, when you send your first email with Easy Reference, you’ll have the chance to request a free Toast sticker or placard that can be mailed to you that you can give to a friend. It has a QR code on it specifically for you that even a customer could see and use a phone to get referred through.

Thanks for letting us be apart of your business

Your friends at Toast

*using your personal link, restrictions apply **with paid purchase of full line of toast products, restrictions apply

I believe at least starting with a system similar to this would get Toast’s current customers excited without them feeling as though they’ve missed on anything. This system capitalizes on making referrals easy, rewarding, and helpful to both parties.

They’ll Actually Love These Freebies

As part of the referral program I think it would be great to include a pop socket or small screen cleaner; in the letter, customers receive after they’ve made 10 recommendations, whether or not the ones they reached out to follow through. These products are on the cheaper side and could fit in a basic envelope with a letter. In addition, I think it would be great to send out a phone mount after 25 referrals; its something that either the business owner could use personally or contribute to their business, but its very much connected to the toast brand, and very practical to the Toast customer. but because its a bit larger or more expensive, I think it would fit in well at this level.

All the items I’ve noted could genuinely contribute to the customer’s use of the line of Toast products. I think that incorporating these in a referral program would show that Toast wants to continue to support its customers and acknowledge the goodwill of referrals.

As for trade shows, a great choice would be reusable metal straws with Toast on them since this product would remind booth visitors of what industry Toast is for, and to keep the name in front of the customer. 

Design

Also as part of a design challenge I did in October on my personal blog (see the post here), I made this design for the Toast brand. It would work as a great ad on Instagram. By using compelling copy and showing businesses what Toast can do for them I think Toast could find more customers. 

Note: I do not own the logo featured in the images, it is from the company’s website at https://pos.toasttab.com/