By: Erika Stevens
Tecmark Inc.

Whether you are implementing a new loyalty program or looking to refresh your existing program there are a number of ways that you can create excitement to engage or re-engage your members. Loyalty marketing success is dependent upon many factors but starts with the basic structure, rewards and benefits you are offering with your loyalty program. Once your basics are set, the ideas below can help create excitement with little to no cost and can save your loyalty program from monotony.

1- Make social media work

There is no need to fully integrate your loyalty program with every social media channel in order to utilize the promotional capabilities of these platforms for your loyalty program (as well as your business). Many social media companies, Foursquare and Yelp are two of my favorites, let you claim your business, run promotions and view analytics for free. Use these social media sites to edit your business details and communicate with social media users about your loyalty program. One idea is to include a promotion for those who check-in to your business and join the loyalty program.

2- Talk to your members

If you have a loyalty program chances are you are collecting customer data and if you aren’t using this data you are missing a huge opportunity. You have a database of customers who have opted in to be communicated to from your business! At the very least send a quarterly or twice yearly newsletter with tips and specials that are relevant to your customers (okay this is easier said than done since no one likes to be bombarded with communications especially irrelevant ones - I can think of a couple of bookstores in particular that drive me crazy with emails). If you are collecting data beyond the standard name and email you can use it to send targeted promotions based on your customer’s buying history. Another factor of loyalty program success is using the customer data you are able to collect to analyze and promote. Your customers should never complain that they haven’t received any communication from your business if they have signed up for your loyalty program.

3- Employees matter

Your employees play an integral part in your loyalty program success or failure. If your employees are uneducated about the program and lack excitement, that will trickle down to your customers. If you take the time to implement a loyalty program make your program a part of your culture. This goes beyond your employees asking customers if they are loyalty program members and reminding them that it is free to join. What is it about your loyalty program that customers can’t live without? Ensure that your employees understand specific benefits of the loyalty program and can communicate those to your members.