Creating a successful loyalty strategy relies on developing customer relationship through enhancing value. You know how important it is to use an audience-centered approach to offer value that is meaningful, timely useful to the member, your brand and your advertising and promotion partners. The process of creating a successful strategy includes considering a mix of at least four types of benefits to entice participation. Using these benefits effectively will help you maintain focus in execution over the life of your program:
1. Initial Participation and Enrollment Offers: In an environment where consumers are inundated with advertising messages and solicitations to engage, it’s important to create instant gratification offers to attract registration. In addition to an offer of points, consider using the “Instant Win” feature as a method of involving new members in participation. You can also create exclusive contests only available to recent members (use the targeting feature of the contest module). The sooner a new member enjoys the benefits after applying for membership, the more likely you will influence habitual behavior.
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In audience engagement strategy sessions, we stress the importance of clearly identifying objectives for performance. Establishing standards, goals and expectations are essential for maintaining a healthy, growing database and monitoring activity levels. But what criteria is best for setting those goals? How does the administrator/manager know if he/she is tracking the right metrics? It starts with establishing priorities by choosing exactly what to measure.
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When trying to grow business, a natural tendency is to seek a strategy that finds more new customers. We see it all the time in the strategies employed by Triton Loyalty partners. They focus on increasing the numbers in the database. On the theory of increasing the number of people in your universe will lead to success. It seems logical, but often causes unintended damage.
Seth Godin’s blog recently shared a hierarchy of value for reaching consumers. He explains that focusing on turning strangers into friends of your brand is not only difficult, but likely to fail for a couple of key reasons:
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The marks of a great loyalty contest are:
1) A great offer, preferably one that money can’t buy, such as an experience.
2) Built around brand values that already exist.
3) Well presented and promoted.
These contests from Clear Channel/Los Angeles’ KIIS FM and New York’s Z100 fits the criteria:
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Many times, we take for granted that our website visitors are more aware of how and where to find content than they really are. Main pages that resemble Nascar confuse them and obscure the most important content.
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An often overlooked feature of your StickyFish program is the ability to target almost all content based on demographic, geographic and membership criteria.
When you use targeting (just click on the “targeting” tab in admin tools), your content will only be visible to members based on the criteria you choose. This has tremendous possibilities. Used effectively, your program could offer a specific, unique experience for every member.
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If you haven’t already created a Showcase, you should learn how this powerful strategy can support your prize closet offerings, engage members and add valuable revenue opportunities to your loyalty club.
Showcases take the raffle/sweepstakes contest feature up one more level. A showcase offers multiple prizes within the same contest. The winner of the showcase chooses which prize they want. The result is that you’ve offered many prizes, and are responsible for fulfilling only the one chosen.
Large fantasy showcases can be a campaign as a primary promotion with several $10,000 prizes available over 2-3 months. Remember, the whole strategy here is to offer the most incredible prizes, exclusive benefits, and things money can’t always buy. The bigger the dream, the better the prize. Here you’ll find an outline of ideas, along with ways to write and structure the packages. Get creative – it’s all about the offer!
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Many administrators face the challenge of finding items for their audience to choose in their Rewards program. It can be a daunting task, and its easy to fall into a trap of trying to satisfy the craving to offer instant gratification to your audience. Before you freak out, step back and think strategically:
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The Triton Loyalty Audience Engagement team starts each training session with a 10-topic discussion designed to address concerns and misunderstandings of how to apply the tools of Triton Loyalty to a media strategy.
Here is an abbreviated version of that discussion in a Pop Quiz format. Answer the questions, and see the short answers below. To learn more about any of these topics, please register for a strategy training on audience engagement session here
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One of our Best Practices recommendations is to use video to promote, highlight and enhance your loyalty website. Video helps the site come alive with personality, flavor and character. Several loyalty clients have recently added to their sites, and I wanted to share those with you today:
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