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:
Lotus Communications’ rock radio station KOZZ/Reno is finishing a clever loyalty promotion that connects their brand values (Classic Rock) to their audience (men) through a familiar, popular event (NCAA March Madness) and highlight their music image (core artists) while involving the audience interactively (audience chooses the top artists of all time).
KOZZ started with their top 64 bands of all time, creating a head-to-head competition in the familiar “bracket” format. As in the NCAA, the better bands were paired against the weaker. That’s why you see Van Halen vs. Stevie Ray Vaughn in the first round.
The bracket is displayed prominently on the main page of their website, and is featured in each week’s email newsletter.
KHRD (Red 10
3.1) in Redding, Ca. has launched a creative idea to drive new membership and engage current participants. Dave Shakes, Matthew Reisz and PD Don Wilson developed a campaign involving several features inside loyalty to connect a community event (hatching of three Eaglets) with the upcoming Eagles concert. Here’s how it works: (more…)
Carl’s Jr. has introduced a new loyalty program, and in it are a few simple lessons you can use to improve your club immediately.
1) While you can find the loyalty club through the main page of their web site, it has it’s own url www.burgerslayer.com. This helps the customer find it much easier, as they don’t have to sort through dozens of competing messages on the Carl’s Jr. home page and makes the club easier to promote. Instead of directing customers to their home page, then click on ______, it’s a simple message: Go to BurgerSlayer.com. Lesson: Consider registering a separate url for your loyalty club, and redirect that site to your loyalty login page.
2) The club has attitude, just like the restaurant Big, bold graphics with easy to navigate icons take me though the site. All text and graphics are presented in the same “voice” as would expect from their marketing messages. Lesson: Who is responsible for writing content, offers, surveys, etc. in your loyalty club? Do you realize that every message you send impacts your brand-positively or negatively?
I was excited to receive this email last week from Clear Channel/Los Angeles Hot AC radio station KBIG (My 104.3). It’s a great example of an effective newsletter, highlighting most of the things that should be in every one of yours! Specifically, here are seven things that make this a winner!
1) Easy to read. It’s well laid out, easy to follow and find content. There’s not so much going on that each individual item competes for attention as if it were just one more neon sign in Times Square.
2) It’s all about the member. Since the newsletter is delivered to members of their MY CLUB Loyalty program, it follows that all of the elements be about club activity and benefits. It is loaded with benefits for the member, from Alice In Wonderland tickets to a Bon Jovi experience to awarding me points for engaging in the letter.
3) Interactive content. The What’s That Noise and What’s That Photo contests offer interactive games played on-air (noise) and online (photo). While I would have recommended What’s That Photo be executed inside the club (must join to play), there is a members benefit for playing….an additional code worth points. What’s That Noise could have offered a bonus clue to members only, delivered inside the club as well (using Home Page Promo, Page Host, or several other ways).
4) Links. Each element is well written, to the member perspective, and links take the reader directly to their website to get more information. Non-club content does not clutter the newsletter, but is offered in clickable tabs at the top of the newsletter. This keeps it clean, but easy to access.
