When you think about it, your loyalty program is offering tens, if not hundreds, of thousands of dollars in prizes, benefits, rewards and opportunities each year. Are you making the most of it?
There are many ways to successfully promote the value of your loyalty club. An age-tested simple recipe for successful marketing:
Tell Them What You’re Going To Do (tease it)
Tell Them What You’re Doing (promote it)
Tell Them What You’ve Done (back-sell it)
This approach also works for loyalty strategies, but many times we fail to maximize the value of the rewards being offered! Every prize available to your member is a promotable event! That includes the all prizes offered in your Prize Closet, whether provided locally or nationally.
Here are a couple of simple reminders to help you construct a winning promotion strategy:
1) Promote your offers. Be bold in telling your story, giving your members a choice of benefits, opportunities, and prizes. Be specific. Promote that Kindle offered in your closet, the CD by a new artist. Be descriptive. Appeal to their emotions in promotion and marketing. Enter into the offer with an attitude of “here’s how your life will improve” rather than “here’s what we can do for you”. Promote exactly how much time is left in contests as they near completion. This creates a sense of urgency. Promote items paying off in the next few days in your weekly newsletter, with a direct link to enter NOW. Use creative marketing to create a sense of excitement. Your offers in the Rewards Program have tremendous value and appeal. Take advantage and capitalize on the appeal! Market those offers!
2) Confirm Offers With Demonstration. When you have a local winner, capture the moment. Take their picture with their reward. Video tape them. Record a brief audio testimonial of them describing their prize. When real people (members) endorse the program, membership increases and activity level rises. For syndicated prizes, post usernames of winners (congratulations to ______ for winning _________) on your web site. You don’t have to mention where they live, just post their name. Put it on all pages to create more attention from non-members and pique their curiosity. Be sure to provide a link so they can join and take advantage of your offers, too! At the very least, promote a link from your main page to your “Closed Contests” link http://(your site name).com/asp3/contests.aspx?status=closed. Some affiliates even change the name of this module to “Recent Winners”. You can do this in the admin section of your club. Let us know if you need help setting it up.
Casinos are great at this type of promotion. Their marketing campaign lures you to their games with the offer of wealth, fortune, and fabulous prizes. Most of the time, they promote as specific game or slot machine to play (Play Wheel Of Fortune Slots). Inside the casino, the slot machines constantly ring to validate the winning and communicate the subtle message that “you’re missing out”. And there are names and pictures of winners in much of their marketing. Real people with real names that have won, holding up or sitting in their prizes. The promise (offer) becomes reality (winners).
Remember, though your audience may have many similarities, they are made up of a broad range of lifestyles with diverse tastes. The prizes in your loyalty club are designed to have a unique appeal to many life-groups. Promote accordingly!
What are you doing to promote your opportunities? How can we help?
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