When you only talk about what you have to sell your chat can get a little boring. And no one wants to be that guy.  So, how can your loyalty programme, rewards or prizing help you with this?

‍

Simply by giving you something else compelling to talk about and another reason to engage and connect.

‍

We don’t like to jump into solutions without knowing your unique situation, but there are lots of ways this can work for you:

• A loyalty programme might help you create a long-term way of regularly having new value-adds for your customers.

• A prize draw might help you get attention and drive shareability.

• You might target a particular moment to engage with your audience that is key to your relationship with rewards, prizing or content giving them the incentive to (re)engage.

• You could work together with a complementary brand or product to co-create a campaign and/or content that is helpful to your audience.

‍

So before you fix on a solution, here are Rapport’s top questions to ask yourself.  

‍

Why? All good things start with the right why.

Q. What is the outcome you are looking for? Can you measure that outcome?

Q. What are the actions or moments that matter in your relationship with them?

Q. What moment(s) are we targeting with this activity or should we considering with an ongoing programme of activity?

‍

Who? Building a brand that people want to buy from means attracting their attention and engaging them on a more personal level.  One size does not fit all and trying to please everyone at the same doesn’t work. Things to consider:

Q. What is the relationship you have with them – are they customers already, an audience you are looking to grow or even lapsed customers you are trying to re-engage?

Q. What do you know about them already – their wants, their passions or their needs? Where can you get that information from or how to you ask them for it if you don’t know?  

Q. Are there customers who are more important for this activity than others? What are the defining characteristics of these customers?

‍

What?

Q. What is the customer coming to you for?

Q. What have you tried before and has it worked?

Q. Are there complementary services, products that adds value to what you have?

Q. What brands and products have the right aspiration level that will compel or add credibility to your offering?

Q. Is there a role for content to be useful as well as tangible reward?

Q. Is this a one-off or a long term engagement plan?

‍

Where and How?

Q. Where are you going to engage with them?

Q. How will you let them know?

Q. How will they take action? How can we make this as simple as possible?

Q. Do you have permission to talk to them in the way you want?

Q. What is an appropriate amount to spend on this engagement activity – as a whole or per person.

‍

And don't miss the last step...Test, Test, Test.

We often recommend to our clients a series of pilot tests to see what works – especially before committing to a long-term loyalty or brand engagement programme. We can’t stress enough how important it is to learn from what you are doing. You might be successful the first time, or sometimes you’ll just get insights on how to do it better.

‍

So, how can Rapport support you to deliver this? 

• Building an engagement activity or longer-term plan that aligns to you brand, values and behaviours you want to reinforce.

• Developing a collaborative framework in association with your team.

• Sourcing and delivering rewards, prizes, competitions or other elements as required to deliver to your plan.

• Finding a technical platform that is appropriate for you, where required.

• Helping you with the creative delivery and communications to customers – either working together with your existing agency or one of our trusted suppliers.

‍