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Instant Loyalty Strategies

Instant Loyalty Strategies

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Published by: api-3696336 on Oct 17, 2008
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Welcome to Instant Loyalty Strategies, your do-it-yoursel\ue004 guide to creating
strategies that will encourage your customers to come back.

Once you\u2019ve been through this guide, you should know exactly how to
put together strategies that work, yet don\u2019t cut heavily into your pro\ue002t
margin. More importantly, you\u2019ll have a selection o\ue004 developed strategies
to choose \ue004rom.

Tis is the next step in your marketing success story. From this point
on, you\u2019ll have the skills to keep your customers coming back \ue004or more.
I personally guarantee it.
How \ue003o Use Tis Guide
A\ue004ter reading the introduction and background, jump straight in and start
going through \u2018Te 6 Steps \ue003o Creating A Success\ue004ul Loyalty Strategy\u2019.
Each step covers an important aspect o\ue004 loyalty campaigns - these are things that you
must give care\ue004ul consideration to. Each step represents the cornerstone o\ue004 a great strategy.

You might be surprised by how much this exercise reveals about your business. It may get you thinking about
important issues that have never crossed your mind. I\ue004 some o\ue004 this in\ue004ormation is new to you, don\u2019t be concerned
- there\u2019s never been a better time to making them most o\ue004 your current customers.

Make sure you make notes in the spaces provided. When you come to write your \ue002rst \ue004ew strategies, you\u2019ll need to

re\ue004er back to these scribblings.
Section 3 o\ue001ers more in-depth explanations o\ue004 how to come up with good o\ue001ers.
Section 4 contains examples o\ue004 loyalty campaign letters and cards, some o\ue004 which may directly apply to your


Lastly, Section 5 brings it all together, with templates o\ue004 success\ue004ul loyalty strategies. Tat means you can combine
your new knowledge into a \ue004ormat you can be con\ue002dent will bring results. You just \ue002ll in the gaps. Tat\u2019s how easy it

Important: A Note About \ue003esting & Measuring
Te greatest business people and marketers are not necessarily the smartest or most innovative. Most simply
understand the concept o\ue004 testing and measuring.
When you are testing and measuring, there is no \ue004ailure (except the \ue004ailure to record your results and analyse them).
Every step brings you one step closer to the right \ue004ormula, and the right approach.
I\ue004 you approach your marketing expecting everything to work \ue002rst time, you\u2019ll be bitter and twisted when you
discover it doesn\u2019t. You may give up be\ue004ore you should.
Remember this: marketing has certain rules, but it\u2019s still largely trial and error. You give it your best guess, then \ue002nd
out \ue004or sure.

It\u2019s essential that you meticulously record every result. It\u2019s extra work, but you\u2019ll be
glad when you have a marketing strategy which you know will produce results. Tat
con\ue002dence only comes \ue004rom testing and measuring.

Te Nature O\ue004 Loyalty Strategies
What is a success\ue004ul Loyalty Strategy?

Te expectations o\ue004 novice business owners tends to be unrealistic - they expect 80% o\ue004 people will adopt their loyalty system and go bananas over it. Te truth is, most loyalty strategies will never get anywhere near that number.

Does this make them unsuccess\ue004ul?

No. I\ue004 you are getting people to come back more o\ue004ten than they were
planning to, and the extra pro\ue002ts more than cover the total cost o\ue004
promoting and running the campaign, you have a success.

In more simple language, i\ue004 it\u2019s making you money, it works.

Example: Let\u2019s say it costs you $250 to mail a loyalty card to every one o\ue004 your customers. Te deal is, every sixth purchase is \ue004ree. Now let\u2019s imagine that you get 50 customers (out o\ue004 150) who start using their card regularly.

It\u2019s a bit complex, but i\ue004 you sit down and spend some time, you can work out
whether the strategy is increasing your pro\ue002ts. Remember, i\ue004 your loyalty card is only
being used by people who would have come back regularly without an incentive, you\u2019re really
just giving away \ue004ree stu\ue001.

Tat\u2019s something you need to watch out \ue004or - you may notice that your best customers go mad with the loyalty card,
acclaiming it as your best idea ever. Remember, they would be dealing with you anyway.
A success\ue004ul strategy will bring back people who like you, but aren\u2019t dealing with you regularly, or the people who
\ue000oat \ue004rom business to business.
What makes a success\ue004ul Loyalty Strategy?
Remember, you want your strategy to be strong enough to pull in the \u2018swinging voters\u2019 - the people who don\u2019t really
care where they buy \ue004rom, or \ue004eel equally loyal to two or more outlets.
Tere are a number o\ue004 \ue004actors that determine the success or \ue004ailure o\ue004 any loyalty strategy ...
O\ue002er: Success is reliant on how strong your o\ue001er is. For example, every 6th meal \ue004ree, or every 6th haircut \ue004ree
will probably be strong enough to keep people coming back. On the other hand, 10% o\ue001 your 10th purchase is
probably not. It needs to be appealing enough \ue004or people to say \u2018wow, that\u2019s a good deal, I\u2019ll remember that\u2019.
Satis\ue004action: People need to be happy with your service to begin with. I\ue004 they were not satis\ue002ed with their \ue002rst
interaction with you, it\u2019s unlikely they\u2019ll come back anyway. It sounds obvious, but it\u2019s a reminder to get the little
things right be\ue004ore worrying about a loyalty campaign.
Convenience: I\ue004 people \ue002nd it easy to keep the loyalty card handy, there is a better chance they will use it. I\ue004, \ue004or
example, it\u2019s too big to \ue002t in their wallet, they\u2019ll probably throw it away. `
Promotion & Exposure: I\ue004 you treat your loyalty card like it\u2019s nothing special, your customers will too. Ask them
every time they buy, \u2018do you have your loyalty card handy?\u2019. Make sure that every person who comes in knows that
it\u2019s available, and is o\ue001ered one.
Tese issues and more are covered in depth in the next section.

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