This is the third in the three part series of ideas to increase engagement on your Triton Loyalty program. Today, we encourage you to sharpen your FOCUS and promote the key offers or benefits of the loyalty program instead of the loyalty club itself.
Many times, club promotion becomes little more than promotion to “join the club, collect points and win prizes”. Not only is this a tactic that only attracts a small percentage of potential members, it also leads to a lack of sustainability in the club over time. Your goal should not be to convince consumers to join your club or get points…it should be to engage them in interactive content and promotions that happen to be taking place inside your club! That’s a huge difference.
Today’s idea is to focus your promotion strategy on member benefits, not on the mechanics of participation. Here’s how to do it in three easy steps:
1. Pick one promotion or contest that your brand is already involved in. For this example, let’s imagine that it’s a chance to win a trip for two to the Academy Awards. This is an appealing prize that would naturally be heavily promoted. Now, use as many loyalty elements as possible to support the promotion. For example, you could create a survey about the films nominated this year, create a new trivia contest each day about past years and a daily Instant Win opportunity to win DVD’s of the movies nominated for Best Pictures. All of these elements create promotable content to support your promotion, driving activity to your website and club.
2) Showcase the promotion on the main page of your website with an easy one-click link to the content inside the club. To make it easy to find all the content, create either a Custom Contest element that contain links to other parts of the promotion, or use Page Host to showcase it.
3) Use loyalty tools to further connect members to your brand. In the loyalty pages, use the Home Page Promo feature to highlight the promotion. Each visitor sees this space when they come to your loyalty page. Use it to your advantage by promoting the trip offer (with a link to enter) and times to listen/read/watch to improve your chances to win. Use your weekly newsletter to update results from the survey, highlight different ways to increase chances to win the trip and build excitement and expectation for the promotion itself. You could even create casino games (slots, blackjack, scratch n win) featuring the movies nominated.
Your loyalty program is loaded with opportunities to build campaigns that add engagement opportunities. If you don’t have a promotable campaign of your own, use the prizes offered in the prize closet as a starting point, and develop promotable features around it.
Avoid the trap of generic promotion! Many times, our persuasion tactics lose impact with members because we are too broad, lacking focus. It’s almost always better to pick one, or a few, ideas or concepts and make is sizzle than to offer the full menu of choices and hope something sticks.
The Triton Engagement team would be happy to help you develop a campaign for your promotions. We’re here to help!
No Comments
No comments yet.
RSS feed for comments on this post. TrackBack URL
