Question

Topic: E-Marketing

Loyalty Program Brainstorming

Posted by Anonymous on 2/5/2007 at 4:48 PM ET 250 Points
I am working on a project, and I need some help, so I thought I would turn to the board and see if anyone has any ideas.

I work for a newspaper and we have a loyalty site for our subscribers where they can download coupons (ie 2 for 1 dinners, % off etc) to local advertisers.

So far everything has been great. But I am looking for that killer hook that makes this really take off.

What I am thinking about is creating a way to reward customers for spending money at our advertisers who are on our site.

So thats were I need help, how would you set something like this up. I've thought about using bar codes, or redemption tickets, but I don't know.

What do you think? Or this idea is stupid, what other things can you come up with?!
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RESPONSES

  • Posted by Tracey on 2/5/2007 at 5:02 PM Accepted
    Here are a couple ideas:

    A points program - they get points when they do specified actions, such as click on an advertisers link, download a coupon, etc. The subscribers could then use the points for a chance to win something, or some kind of freebie (which you could perhaps get from one of the advertisers - which is another advertising opp for them).

    Special online access to premium articles for subscribers.

    Add a way for subscribers to give feedback online...such as restaurant reviews, etc. This interactive tool might help them feel more involved & part of the subscriber community (but it would take some web development, if you don't already have it).

    Maybe you could include an ad for the loyalty program in the paper version of the newspaper--referring them to the website to sign up.
  • Posted on 2/5/2007 at 5:10 PM Author
    Great response, we are currently running ads and getting good conversions. We've talked about doing a points program for actions on the site, but I also want to encourage the offline action of subscribers going the advertiser, and spending money.

    So tracking offline actions at the advertiser proves difficult.


  • Posted on 2/6/2007 at 5:49 AM Accepted
    Basically what you want is to increase offline walk ins and conversions on online leads. First do you have a system at each partner point that can capture bar codes or Id numbers?
    If not- get people to buy the stuff and come and enter a unique reference number ( Could be the product code, Loan reference number and can be customised to each of your partners) on your website which will enable you to give points. Once points reach a certain threshold- you know the rest.
    This way you will be tracking not "cd be walkins" but actual sales. There is a WOM problem that genuine offline sales could be coded online based on WOM publicity- thats something you might have to live with.
  • Posted by Harry Hallman on 2/6/2007 at 7:56 AM Accepted
    Providing points and allowing people to buy prizes with those points would help increase business to your advertisers as well as build loyalty for your paper. There is so much you can do with a points system.

    I would check out www.octanecorp.com. They have a points system that can adapt to your use. and could help you with this.
  • Posted on 2/6/2007 at 7:04 PM Author
    Those are all good ideas. I think the trick is how to create a program that drives traffic, yet is easy for the customer and the advertiser.

    The trick is creating a system that will be easy to use for all involved. Any other ideas?
  • Posted by Tracey on 2/8/2007 at 1:41 PM Member
    Btw, here are a couple of examples of local newspaper websites that I use (and have been really successful in San Diego).

    www.signonsandiego.com
    www.sandiegoreader.com

    Hopefully those will give you some ideas too. I go to Sign On San Diego to find good restaurants. If you have reviews for stores/restaurants, that's a perfect place for a pop-up window with an advertiser coupon.
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