您可能认为忠诚度营销很老派。 是的，它表现为通常的积分收集或达到白金级别。 是的，大多数积分都未被使用，这对公司的损益表构成了巨大的责任。 再想一想。 想得更好。 如果做得好，忠诚度对于任何品牌的业绩都是至关重要的。 这里有一些规则或技巧，可以帮助您提高游戏水平。
没人关心你
人们花在你的品牌上的时间很少，我们对此持乐观态度。 我知道这很难。 但这就是生活。 事实上，人们确实有自己的生活，这一事实推动了忠诚度营销的首要见解：这是一场漫长的游戏。 让别人购买你需要时间，并且你需要做广告才能被看到。 你需要说什么？ 如果人们的需求和兴趣是衡量所有营销工作的唯一标准，那么长期对话就是有效的。 购物者不会考虑您的品类，除非他们正在市场上购买该品类。 当他们这样做时，请确保您只谈论如何为他们服务。
所以呢？ 广告是关键，而且需要以消费者为中心。
你永远不可能让你的粉丝100%“兴奋”
平均忠诚度（以一年内至少执行一项操作的用户群百分比来衡量）如果表现良好，则约为 30%。 任何品牌经理的自然愿望就是扩大这个数字。 “如果今年只有另外三分之一的用户愿意再给我买一次就好了”，您可能会想：这不会发生。 当前社交和传统媒体上的大量信息已经让街上的人们不知所措，并创造了绝大多数被动、沉默和冷漠的消费者。 您最好培养一小部分超级粉丝：让他们痴迷于卓越的品质和服务，这样他们就会成为您最好的大使。 例如，高度敬业的 5% 就足以推动全年的顶线和底线绩效。
所以呢？ 将您最好的粉丝变成伟大的“拥护者”（零妥协），您将受益于他们指数级放大的力量。
您的产品比烤面包机更好
对粉丝来说，第一大奖励通常是他们需要的产品和服务。 这就是为什么苹果公司每天向人们慷慨地提供 3% 的苹果产品现金返还。 例如，铁路品牌看到他们的粉丝使用积分进行更多旅行。 里程也是如此，主要用于飞行。 很可能很少有人会关心烤面包机，即使它是品牌的。 个性化是关键。 完美的忠诚度目录需要是动态的和高度个性化的，以便您将粉丝从功能性区域转移到鼓舞人心的区域，从实用性转移到愉悦。
So what? Hyper-personalization of rewards is fundamental, on top of a solid cash-back scheme.
It’s all about conversation
How can I personalize my loyalty programs, you may ask? Technology can help. Artificial intelligence, for example, can transform your loyalty scheme from static to conversational, to inform (FAQ & rules of engagement), support (track progress & prompt action) and interact (daily challenges) with your fans. You don’t really know what a specific fan wants, until you ask them. We did not have the technological capabilities to do that, at a granular level, until generative AI came into the picture. We are now able to inform, support and interact with everyone, making our loyalty program feel like it was designed for each and one of our consumers. Technology makes you reactive and proactive. It makes you a good listener and smooth talker, picking up even the invisible signals of an early engagement of your prospects.
So what? AI is your enabler and your fan’s best friend. Let them talk.
Carpe diem! The rise of instant rewards
Fans will not stick with you for years, just because they voted for you once. Those days are over. Social media changed us forever. We want ‘it’ now. Work on daily challenges, quizzes, sweepstakes, games, lucky strikes, which can capture people’s attention, while giving them instant gratification. Marketing needs to be personalized, yes, but it must be fun. The goosebump of a Tuesday lottery to win Las Vegas goes on top of that collection to get a set of wine glasses, which will impress your in-laws. Instant rewards are also your way out of the loyalty riddle, in case you sell non frequent products (like a car): yes, loyalty programs can trigger the ‘one’ purchase, because it’s not only about purchasing an object per se. You can build added services, which make the difference (car wash, fixes, guaranteed residual value), keeping the dialogue and your door always open.
So what? Build two tempos in your loyalty marketing. Short (now) and long. Fast and slow.
It’s data collection, on top of selling & ROI
Yes, it is about selling more of what you manufacture. And it’s not, at the same time. Tell your CFO to ‘shut up’, at least until they hear this. Talking to fans is a fantastic opportunity to get to know more about them. Data collection and enrichment is as important as selling more trombones. How can you sell more trombones, as a matter of fact, if you don’t know the needs of those who bought you already? Starbucks sells beverages every single day. And they don’t. They also own the largest database of premium drinkers in the world: their stomach, heart and mind are equally thirsty.
So what? Talk, collect and exchange, so that you can serve your fans better and better.
They will never walk the funnel
The step by step walk down your consumer funnel will never happen the way you draw it on PowerPoint, or the way you presented it to the Board of Directors. Fans will encounter your communication efforts in a random and fragmented fashion. Make sure you are ready to tell them the whole story, at every touch point, and fast. Don’t assume that they know or remember you. Nobody cares about you (rule #1). Get your 30 seconds’ pitch ready at whichever level of the journey. It’s a speed date. Make sure you are distinctive, consistent, and honest.
So what? Share why you are different, in seconds. Make sure it is true. Say it consistently across your touch points.
Fans don’t want infinite choice
Fans chase utility, more than they want unlimited freedom. Loyalty marketing builds functional and useful solutions first. Infinite choice means a long tail of unused rewards, which will please the few who pay attention to the fine prints. If you are selling flights, chances are your fans will also look for a hotel and some car rental services, let alone a romantic dinner. Your catalogue needs to be sharp; not necessarily and simply a long one. Work on strategic alliances, starting from who you are. If people travel to Vienna, it’s not a given that they are collecting points to buy a Steinway piano. Work on the immediate vicinity of what could be the greatest service you can give them around their round trip to some well-deserved time off.
So what? Your catalogue is not a list. More is not necessarily better.
Fans are not loyal
Let’s pay homage to Prof. Byron Sharp’s work. As consumers, we are not loyal. We are just following the mental and physical availability of a product and service, once we are in the market for something. When we need to make a purchase, especially if it’s a routine purchase, like our grocery, we want to invest as little time and effort as possible. There is no certainty that fans will choose you, just because they bought you in the past. Build distinctive brand assets, increase mental and physical availability, and users will start buying you more often.
So what? Loyalty marketing is secondary to the imperative to be there, in spirit and flesh, via long term brand equity marketing and perfect execution is store.
Fans own the brand
无论如何，我们在谈论谁的品牌？ 你不拥有自己的品牌。 你从来没有这样做过。 你的每一位粉丝对你都有自己的看法，并从非常不同的角度进入你的类别。 你卖厨具吗？ 了解客户为何购买您的产品是一个永无止境的过程。 你需要聪明点。 从某种程度上来说，也是懒惰的。 让消费者帮助您了解并巧妙地为他们做些什么。 使用技术，理解您收集的数据，从数据库中发现模式。 如果有什么你不知道或需要验证的事情，请与你的粉丝交谈，展示他们，庆祝他们。 让他们来主持你的节目。 您是 DTC 航空公司，他们让您飞往伦敦购物？ 确保准时将他们送到那里。 而且，如果他们允许，您可以站在他们一边，让他们的体验独特而难忘，在他们度过一个史诗般的周末后等待回家时，在贵宾休息室为他们提供一杯法国香槟。 雇用品牌的真正所有者：挥金如土的人、大声而自豪的传道者、聪明的社交名流、聪明而有趣的创造者、度蜜月的人、计划生育的英雄、公平的反馈者和生病的 顾问 。 你是别人主人套房的礼宾员。
所以呢？ 你会感到惊讶的。 如果你允许，粉丝们随时准备为你提供帮助。
你怎么看？ 吸引品牌爱好者的黄金法则是什么？
