Do you know how many
people read your visual messages each day?
Are you their
preferred source for information?
How are you
measuring the success of your communications?
Loyalty programs are
a creative way to answer these questions.
Loyalty programs are
traditionally structured as marketing efforts that reward, and
therefore encourage, loyal buying behavior. Why not use this
proven technique to encourage loyal viewing behavior?
Instigating a loyalty program will allow you to both learn about and
reward your audience:
Educational
-
Allows you
to build a viewer contact list
-
Enables
collection of basic audience demographics
-
Monitors
trends and preferences
-
Reveals
which communications are working and which need adjustment
Inspirational
-
Let’s
viewers know that you care about their opinions
-
Encourages
audience participation and feedback
-
Rewards
viewers for loyalty to your communications
-
Continues to
build relationships and open communication channels
To build a
communications loyalty program, you will first need to determine
your goals.
Outline a clear set
of objectives, including:
-
Who is your
target audience?
-
What do you
want to learn about them?
-
What do you
want to learn from them?
-
How you will
communicate to your audience (digital signage only, targeted
messages also, etc.)?
-
How you will
collect feedback?
-
How will you
reward your audience?
-
How you will
promote the loyalty program?
-
How you will
measure the success of the loyalty program?
One simple method is
to invite viewers to register for your loyalty program and then
integrate contests and rewards for those members within your AxisTV
message playlist. Including action items, such as “The first Rewards
Club member to call extension 230 will win a Starbucks® gift card,”
will give you a vehicle to measure viewing patterns and
participation statistics. Because this is the only place where
participants can gain those rewards, they will become more loyal to
your communications portal. Also, because winners are restricted to
loyalty program members, other viewers will be encouraged to sign
up.
As in all
communication strategies, it is essential that you consider your
audience carefully and tailor the program and rewards to their
tastes. If your rewards are not enticing, you will not likely see
the results you need.
Copyright 2007. Visix, Inc. All rights reserved.
