This is the third in the three part series of ideas to increase engagement on your Triton Loyalty program. Today, we encourage you to sharpen your FOCUS and promote the key offers or benefits of the loyalty program instead of the loyalty club itself.
Many times, club promotion becomes little more than promotion to “join the club, collect points and win prizes”. Not only is this a tactic that only attracts a small percentage of potential members, it also leads to a lack of sustainability in the club over time. Your goal should not be to convince consumers to join your club or get points…it should be to engage them in interactive content and promotions that happen to be taking place inside your club! That’s a huge difference.
Today’s idea is to focus your promotion strategy on member benefits, not on the mechanics of participation. Here’s how to do it in three easy steps:
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This week, we will feature three new ideas you can adopt, execute and activate THIS WEEK in your loyalty program. We’ll show you how to do it, and in some cases, provide examples.
The first idea is to Use Personality Endorsement. Among the many good reasons to consider this is that involving personalities increases the likelihood that they will actively promote it!
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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.”
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Last week, we notified you of a new contest for Guns n Roses (on Rock stations participating in Prize Closets) In addition to the two CD’s, the contest now includes an autographed guitar (Fender Stratocaster). The contest has been updated on your sites.
A new contest has been added to all stations participating in a Prize closet. A featured, custom contest for the Grammy Awards.
The elements include:
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