Going the Distance: Four Ways to Build a Better Customer Loyalty Program for Your Brand

It’s easy enough for a customer to join your loyalty program, especially when you’re offering an incentive such as discounts. All your customer has to do is give out some basic information, and voila! They’re in the fold, a brand new loyalty member with your company. From there, it’s happily ever after. You offer the perks; they stand solidly by you, bringing you their continued business. Simple. Or is it? In reality, just how many of those customers are act ively participating in your loyalty program? Do you know? Sure, loyalty program memberships are on the rise according to market research company eMarketer, having jumped 25 percent in the space of just two years. However, that figure may be a bit misleading. The truth is that, while loyalty program sign-ups may be more numerous, active participation in such programs is actually in decline. At the time of the study, the average US household had memberships in 29 loyalty programs; yet consumers were only active in 12 of those. That’s just 41 percent. And even that meager figure represents a drop of 2 percentage points per year over each of the preceding four years, according to a study by loyalty-marketing research company COLLOQUY.

When discounts just aren’t enough

So what’s a brand to do? How can you make your loyalty program worth your customer’s while—as well as your own? After all, gaining a new loyalty member doesn’t mean much if your customer isn’t actively participating in your program. Consider this: Does your customer loyalty program offer members anything different from what your competitors are offering? Chances are your program includes discounts. That’s a given. And what customer doesn’t appreciate a good discount? But when every other company out there is providing this staple benefit in comparable amounts, it becomes less and less likely that customers will remain loyal to any one particular brand. Frankly, it’s all too easy for customers to get lost in a sea of loyalty member discounts. They’re everywhere. In fact, just under half of internet users perceive that all rewards programs are alike, according to a 2015 eMarketer survey. The key to success, then, is to differentiate your business from the crowd. If you can offer your customers something unique and valuable beyond the usual discount, chances are they’ll be more likely to stick with your brand. Here’s some inspiration from companies who get it.

Virgin: Reward more purchases with more benefits.

That’s not to say you need to get rid of discounts entirely. In fact, nothing could be further from the truth. Customers still love a good discount. The goal is to be creative in terms of the loyalty perks you offer. Take the Virgin Atlantic Flying Club, for example. As part of its loyalty program, the airline allows members to earn miles and tier points. Members are inducted at the Club Red tier, from which they can move up to Club Silver and then Club Gold. Here, it’s not just a discount. It’s status. And people respond to feeling important, elite. Still, even where the rewards themselves are concerned, Virgin is motivating loyalty customers with some pretty attractive offers. At the Club Red tier, members earn flight miles and receive discounts on rental cars, airport parking, hotels and holiday flights. But as members rise in tiers, they get even more. At the Club Silver tier, members earn 50 percent more points on flights, access to expedited check-in, and priority standby seating. And once they reach the top, Club Gold members receive double miles, priority boarding and access to exclusive clubhouses where they can get a drink or a massage before their flight. Now that’s some serious incentive to keep coming back for more. Discounts are still part of the equation – but they are designed with innovation and personal value in mind, elevating them to more than just savings.

Amazon Prime: Pay upfront and become a VIP.

What if your customers only had to pay a one-time upfront fee to get a year’s worth of substantial benefits? It may not sound like the smartest business idea at first glance. But take a closer look. Amazon Prime users pay a nominal $99 a year to gain free, two-day shipping on millions of products with no minimum purchase. And that’s just one benefit of going Prime. It’s true that Amazon loses $1-2 billion a year on Prime. This comes as no surprise given the incredible value the program offers. But get this: Amazon makes up for its losses in markedly higher transaction frequency. Specifically, Prime members spend an average of $1,500 a year on Amazon.com, compared with $625 spent by non-Prime users, a ccording to a 2015 report from Consumer Intelligence Research Partners.

Patagonia: Cater to customer values.

Sometimes, the draw for consumers isn’t saving money or getting a great deal. The eco-friendly outdoor clothing company Patagonia figured this out back in 2011, when it partnered with eBay to launch its Common Threads Initiative: a program that allows customers to resell their used Patagonia clothing via the company’s website. Why is this program important to customers? And how does it benefit Patagonia? The company’s brand embraces environmental and social responsibility, so it was only fitting that they create a platform for essentially recycling old clothing rather than merely throwing it away. The Common Threads Initiative helps Patagonia build a memorable brand and fierce loyalty by offering its customers a cause that aligns with deep personal values. OK, so their customers get to make a little money, too. Everybody wins.

American Airlines: Gamify your loyalty program.

If you’re going to offer your customers a loyalty program, why not make it f un? After all, engagement is key to building a strong relationship with your customer. And what better way to achieve that goal than making a game of it. American Airlines had this very thing in mind when it created its AAdvantage Passport Challenge following its merger with USAirways. The goal: find a new way to engage customers as big changes were underway. Using a custom Facebook application, American Airlines created a virtual passport to increase brand awareness while offering members a chance to earn bonus points. Customers earned these rewards through a variety of game-like activities, from answering trivia questions to tracking travel through a personalized dashboard. In the end, participants earned more than 70 percent more stamps than expected – and the airline saw a ROI of more than 500 percent. The takeaway: people like games.

Stand out from the crowd.

Your approach to your customer loyalty program should align with your overall marketing approach. Effective branding is about standing out, not blending it. Being memorable is key. To this end, keep in mind that loyalty programs are no longer a novelty. That means that yesterday’s strategies won’t work moving forward, so look for ways to rise above the noise, setting yourself apart from the cloying drone of countless other cookie-cutter programs.

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The Anti-Super Bowl Ad: How to Be a World-Champion Marketer Every Day of the Year

So you don’t have the budget for a major celebrity endorsement from the likes of Pierce Brosnan or Brett Favre or even Kim Kardashian. And you don’t have the creative firepower to produce the heart-tugging epic of an adventurous puppy and his friends the Clydesdales. Lucky you.

Why? Because you have something far greater at your disposal.

Super Bowl ads and super-sized budgets: Who needs ‘em?

The Super Bowl might be the most-talked about moment in marketing every year. But that’s just it: after a week of speculation leading up to the big game and a couple of days of chatter after, all of those big-budget blockbusters quickly fade away into yesterday’s news.

Ultimately, Super Bowl ads fail the test of good modern marketing.

Think about the one quality almost all Super Bowl ads have in common: They may be funny. They may be sexy. They may be clever. They may be controversial. But at the end of the day, they are all designed to entertain. The Super Bowl – and everything surrounding it – is about over-the-top, in-your-face, entertainment. And therefore, the commercials that air in between plays in the NFL’s ultimate game and the pyrotechnics-infused half-time show have a lot to compete with to win our attention. Therefore, their only hope is to grab us and keep us entertained for 30 seconds.

While surely many of these spots will succeed in making us laugh or awww or even roll our eyes, that’s where their impact ends. They are too far removed from the products they are meant to promote to make any real connection with the audience. They don’t tell us anything meaningful about the brand. They don’t make a promise that we can evaluate to gauge the company’s merits against its competitors’. They don’t provide any content of substance to solidify our trust in the name behind the hoopla. Therefore, ultimately, they fail the test of good modern marketing.

The anti-Super Bowl advertiser’s playbook

For those of us mere mortals who are tasked with growing a brand without the coins to drop $4.5 million for the privilege of being adjacent to a mega moment in pop culture for 30 seconds, there’s no need to bemoan our lack of deep pockets. Why? Because we have a much more powerful set of weaponry in our arsenal.

In today's marketplace, the only valid currency is trust.

In today’s marketplace, which is one founded by, built by and existing for the people, trust is the only valid currency. And trust isn’t built through entertainment. Trust is built brick by brick, day by day, by companies that work hard, communicate honestly, deliver reliably and provide value beyond expectation.

Here are the seven commandments of trust-building that you must practice 365 days a year to conquer your market:

1. Have a purpose.

Your products are not your purpose. No matter what you sell, you have a greater reason for being than completing transactions and making the cash register ring.

Your company exists because you provide a product or service that meets a need or solves a problem. Focus on what it is about your offering that makes your customers’ lives easier, better or more fulfilled. Center everything you are, everything you do and everything you say around serving that purpose.

2. Build a relatable personality.

Stop trying to be a capital-B Brand. The capital-B Brands of the world are the Nikes, the Coca-Colas, the McDonald’s and the Apples of the world: instantly recognizable with a mere glance at their logo – or even their signature colors.

Your brand is more than your icon. Your brand is shaped by the values that define every interaction you have with your customers. Your brand is a mosaic of your people, and as such, it should be inherently human with genuine human qualities.

Don’t approach your customers as a Brand. Approach them from the perspective of someone who understands their needs and wants to solve their problems and make their life easier.

3. Communicate value.

Less than half of consumers trust paid advertising (down about 25% since 2009, according to Nielsen), which just goes to prove that useless, empty marketing content is useless, no matter how comedically, sexily or outrageously it’s dressed.

Today’s consumers are starved for meaning, transparency and utility. So when you communicate with them, forget the flash and focus on the substance. Create content that stands the test of time and provides genuine value, not just a lot of noise.

4. Be present – on every screen, not just the big one.

Wherever it is that your customers live, that’s where you should be. If they’re on Facebook, be on Facebook. If they’re on Twitter, start tweeting.

Listen. Contribute to the conversation – and not just when it serves your needs. Be helpful.

Above all else, be real. Don’t approach the conversation as a self-motivated, faceless corporate salesperson. Come to serve the community and its goals. Be yourself – a person with a budget, family, needs, problems and passions just like everyone else.

Read more: Mastering Tribe Marketing

5. Invest in your existing customers as much as you invest in acquiring new ones.

Never underestimate the value of loyalty. It costs much less to keep a customer than to win over a new one. And if you’re really good, you can turn your customers into fans that will serve as evangelists for your brand and do your marketing for you.

6. Make waves.

Commit to your story. Own your point of view. Don’t be afraid to risk alienating a few people in exchange for being loved by your core customers.

Doing things as they’ve always been done is comfortable and safe. You’re not going to offend anyone. But you’re not going to inspire anyone, either. Everyone who likes you one day can be gone the next. But people who love you stand by you.

In every industry and in every market, there is the opportunity to be revolutionary. Give the tribe of people who share a passion for what you do something meaningful to rally around. Show them that you understand them and you care about meeting their needs.

Draw a line in the sand. Demonstrate what you stand for. Be equally proud of what you are and what you are not.

Be bold. Be unapologetic. Be arrogant if that’s what it takes.

It shows passion. It shows conviction. It’s better than being imminently forgettable.

Let go of the safety net of liking. Make waves of love and hate. You’ll make the choice for your customers an easy one every time.

Read more: Death by Liking

7. Deliver.

To borrow the words of Steve Jobs, “Real artists ship.” At the end of the day, action is your best advertising. Every interaction you have with your customers is a chance to move the chains – either to advance toward the goal line of winning their trust or to lose yardage in the fight.

Action is your best advertising.

Don’t go over the top with your advertising. Do go above and beyond in delivering on your promises – every single time without fail.

It all comes down to this: You may never be a Super Bowl advertiser. But you can most certainly become a world-champion trust-builder. And that’s a title that pays dividends 365 days a year.

Read more: What Are You Doing to Move the Chains?

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A Tale of Two Tweets – And Five Takeaways for Brand Survival in a Consumer-Driven Culture

It was the best of times…and the best of times. Two very different brands, two very different markets, two very different tweets – but it all adds up to one very big lesson in the power of word-of-mouth marketing in today’s consumer-driven marketplace. Our story opens on October 1, when ESPN NFL Nation reporter Terry Blount tweets a photo from Houston restaurant Skeeter’s Mesquite Grill, where the specials board advertises the “Matt Schaub”: “Pick six toppings for your burger and pay dearly for it.” This clever play on words was a reference to an interception the Texans’ quarterback threw during their September 29 game against the Seahawks – an interception that was returned for a touchdown, turning the tide of the game and paving the way for the Seahawks to claim an overtime victory. The photo quickly rippled through the Interwebs, and over the course of the next three days, this local mom-and-pop eatery received over 400,000 hits on its website, and its managers gave more than 50 interviews to media outlets across the nation, including ESPN’s SportsCenter and Mike & Mike as well as The New York Times and the New York Daily News. From Houston we travel to Richmond, Virginia, where John and Sherry Petersik, masterminds behind the hugely popular home improvement blog Young House Love tweeted a photo to their 27,000+ followers of a package delivered to their doorstep with a little something extra for their famed four-legged family member (coincidentally named “Burger”). But they didn’t just tweet it. They also posted it to their Facebook Page, where they have more than 86,000 followers. And to Instagram, where they have nearly 56,000 followers. Assuming that some of those followers overlap (as they surely do), that’s still a lot of valuable publicity garnered for the price of a dog treat. Even more noteworthy? The many commenters that eagerly chimed in to sing the praises of their own thoughtful neighborhood UPS delivery driver. So what do these moments of marketing kismet mean for you? After all, they are lightning-in-a-bottle moments to be sure. But the point is not to replicate them; it’s to learn from them. Here are five key takeaways that you can apply to help your brand not only survive but thrive in today’s consumer-driven marketplace:

1. Deliver delight.

How much effort did it take for that UPS delivery driver to leave a treat along with the day’s package? How much did it cost the company? Nearly nothing, yet this seemingly insignificant gesture of care and courtesy garnered thousands upon thousands of positive impressions on social media. That’s an ROI that’s nearly impossible to beat. So ask yourself: what can you do to delight your customers? How can you invest a little extra effort, time and thoughtfulness into making their lives easier or bringing a little bit of unexpected joy into their day? Even in today’s tech-centric world, it’s the personal touches that make the most lasting impression.

2. Follow the trickle-down rule of happiness.

It’s a formula as simple as it is true: Happy employees = happy customers. It starts with hiring the right people – people who are the right fit for your corporate culture, who share your passion and your vision and who are driven to go the extra mile. Then empower those people. Make sure they know that you have only one rule when it comes to serving your customers: do whatever it takes to show them that they are valuable and appreciated. When you surround yourself with a top-notch team, you can entrust them to make the right decisions when the rubber meets the road to uphold your brand’s reputation.

3. Know your tribe.

There’s no magic spell you can cast to make your marketing efforts go viral. However, when you know your tribe, you know what they’ll respond to. You know what they’ll find funny or clever or quirky or cool. You know how to stay on the right side of the line between being in on the joke and making a pandering marketing ploy. Skeeter’s hit the right note among their sports-loving clientele with their timely, cheeky special. By having a little fun at Matt Schaub’s expense, they sent a clear message to their base of Texans fans: We know the feeling. We’re one of you. It’s the marketing equivalent of saddling up to the bar with a pint to commiserate over the outcome of the game.

4. The walls have eyes. And ears. And blogs.

Did that UPS delivery driver know that the home where he left the treat for the garrulous Chihuahua was inhabited by bloggers? Probably not. Was he following a PR plan carefully researched and plotted by UPS’s corporate marketing team. Most certainly not. But that’s exactly the point. In today’s era of social media, you should treat every customer as though they’re the Petersiks. Not every one of your customers has their own blog, but nearly every one of them has their own Facebook page, Twitter account, Instagram, etc. Each of these platforms is a megaphone that they can use to sing your praises or rip you to shreds. You never know whose megaphone is the loudest, and there’s nothing people love more than jumping on a bandwagon. Which direction that bandwagon is heading is up to you.

5. Brands are made in moments.

This is a corollary to #4, but in these times when everyone has their own soapbox, brands aren’t defined in board rooms; they’re shaped moment by moment in homes and in cars and on screens across America. Every encounter between your brand and your customers – whether real-world or virtual – shifts and redefines your reputation. Whether your annual marketing budget is in the thousands or the millions, there’s nothing you can do that carries the weight of the word of someone who has experienced your products and services first-hand. So rather than obsessing over every word on your website, put your time and energy where it counts – on the front lines where your brand and your customers come face-to-face.

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