Loyalty success is all about connecting the features of the loyalty program to your core benefits. This often becomes an obstacle for some affiliates who don’t immediately see their product being conducive to promotion. One of our news/talk partners solved this problem with their Weather Guarantee. It works equally well for television and radio, and probably could even be implemented for newspaper/print. Here’s how it works:
Each day, guarantee that your weather forecast will be accurate within a specific range (usually 3-5 degrees to give you some room). If the forecast is incorrect, pay off with a cash prize. To win the cash prize, members must use points in an Enter To Win (Sweepstakes/Raffle) Feature.
Step 1: Promise: Promote the feature during regular weather updates and as a part of your station positioning, ‘WXXX, home of the daily weather guarantee, where our forecast is guaranteed or we pay off with cash. Today’s cash prize is worth (amount). Go to (website) to enter.”
Step 2: Execution: Members use points to purchase entries. You can manage this two ways: a) start a new contest each day for a set amount, or b) for more impact, increase the prize payoff each day. The more accurate your forecast, the larger
the payoff. A third variation is to execute one contest that continues until there is a payoff (your forecast is inaccurate).
Step 3: To increase winning opportunities provide point collection events on the air and off. Further the connection to your weather promise by making a word, phrase or the predicted high temperature a daily points collection opportunity. This works naturally into the promotion. Other ideas are to use: Today’s Top Headline from the news, a Member of
The Day, Weather Trivia, etc.
Step 4: Promote! Celebrate your winners when you pay off, and celebrate the dependability of your weather when you have NONE.
Tips to insure success:
1) FOCUS your campaign on this feature. Make sure it’s prominent on the main page of your web site, on the login page of your loyalty program (use HOME PAGE PROMO), and is high profile inside the club as well. At the very least, use compelling graphics in CUSTOM CONTEST, and consider using PAGE HOST for even more high profile presence.
2) In addition to on-air support, promote the feature in every newsletter. Promote when to listen, how to participate, with one-click links to your club for details. If the prize payoff grows, be sure to include these updated totals. Include names and pictures of recent winners!
3) Make it a part of your format. Consistent promotion through content is key to success. Use it in taglines as often as possible. Simple promos such as “WXXX provides the most accurate weather, and we guarantee it with cash every day. Go to (site) for the WXXX weather guarantee”. On the main page, link a graphic directly to the contest (Page host or custom contest) that contains all of the details.
Millions of points are spent in trying to win cash in the weather guarantee promotion. When one of our partners recently paid off a weather guarantee promise, over 30,000 unique members had entered more than 1.6 million times. At 2,000 points per entry, that’s 32 billion points spent.
To amass that many points, think how much engagement that represents!
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