It's a holiday week, and a lot of you are on vacation, so we'll keep this one simple, but hopefully give you a valuable example that will benefit you!
I received a call this week from a program director at a high profile CHR radio station with a question that indicated a condition that affects all of us more often than we like to admit. He was trying too hard to come up with a complicated solution to a fairly simple problem. Classic "Forest for the trees".
First a little background:
This programmer is committed to driving new membership and engagement through his loyalty club. In fact, his station has made it a habit to direct almost all promotional activity to the relationship-building tools of his program, but he wasn't seeing how he could use the program and accomplish all of the goals for this opportunity.
The inspiration for the call: A concert promoter had offered his station one pair of tickets to a big-ticket event that was going on sale soon. As is typical, they wanted promotion in advance of the on sale. The programmer preferred to offer the tickets as an incentive when demand was at its' peak: After it sold out!
The solution seemed obvious: With great fanfare, launch a "we have them before you can buy them" concert ticket promotion on the air. Using the contest feature inside the loyalty program, the contest could begin immediately, days or even weeks before the tickets would be available to the public. The station would schedule the end date just a few days before the actual concert (about nine weeks in the future).
After the concert sells out, the promotion will fade more into the background, until a couple of weeks before the concert. At that time, the station will turn up the promotion volume again, and redirect their audience to the same contest for the same pair of tickets at a time when attention and expectation for the concert is at its' highest.
The result: One pair of tickets serve as an incentive at two key points of the event, a satisfied client/partner (the promoter) and new membership/activity to the loyalty program.
Most times, there's a promotional solution using the features and tools of your loyalty program if we think creatively, logically and keep it simple!
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