Question

Topic: Taglines/Names

Entertainment Industry-loyalty/rewards Naming Woes

Posted by Anonymous on 2/27/2013 at 4:37 PM ET 250 Points
Knitting Factory Entertainment is looking to roll out a rewards/loyalty program. Naming has been the thorn in our side.
Some background: customers will receive a plethora of perks including but not limited to:

- Cash back rewards
- Free tickets & drinks
- Meet & Greets
- etc.

Looking for names that are synonymous/related with music/entertainment/nights out and do not necessarily include the words "Rewards" or "Loyalty."

Words like "Backstage" and "All Access" are not viable for what is being offered to our guests.

All suggestions are helpful, wanted, and appreciated.

Thank you for your time.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 2/27/2013 at 7:19 PM Accepted
    Is this your website: https://www.knittingfactory.com/ ?
    If so, it's not immediately clear what you do - are you booking agents? tour managers?
    Who are your fans? Where are they located? Age? Income level? Gender? Married/Single?
  • Posted on 2/27/2013 at 8:10 PM Accepted
    Who is the target audience? Where? What unique and important benefit do you offer them? Where would they go if they are not "loyal?" Who is your competition? Why does your target audience switch? Why might they want to remain loyal? What's in it for them -- other than your contemplated bribe program?

    Very often the best "loyalty program" is meeting or exceeding your customers' expectations at every opportunity. Then the loyalty program may not even be necessary. The target audience will remain loyal because they really WANT to remain loyal, not because you offer an explicit incentive to do so.
  • Posted on 2/27/2013 at 11:50 PM Author
    Jay -

    That is our website, yes.

    We bring in musical acts ranging from country to hiphop, metal to singer songerwriter.

    The loyalty program is focused on our concert houses and the events we bring into them (Boise, ID, Spokane, WA, Reno, NV, and Brooklyn, NY). The rewards can be accumulated and used at any of the 4 locations. The income level varies as the rewards vary; however, we expect the perks to peak the interest of single/married people in their late 20s - early 30s with a desire to entertain guests with an exciting night out on the town. This also includes discounts to some of our neighboring businesses (restaurants, etc).
    See below for a little more organized layout.

    Mgoodman -

    Target audience - Late 20s early 30s
    Locations - Boise, ID, Spokane, WA, Reno, NV, Brooklyn, NY
    Unique Benefits - presale to concerts / band meet-n-greets / Seating Upgrades / Discounts to local partners / Free amenities / Private events / First opportunity to released holds / etc
    Where would they go/competition: There are other concert venues in the area

    Target audience does not switch, the ideal audience is a music lover of all sorts who would enjoy the knowledge of being "in" when it comes to hot new artists/events.

    The program is not just a rewards program but wraps in a "VIP" type feel that entitles the cardholder to certain privileges not extended out to our regular patrons. In this understanding, maybe loyalty has much less to do with it and the real definition of the program is a rewards program.

    Thank you for the questions, please let me know if I can be of any more help. Once again, it is greatly appreciated.
  • Posted by Jay Hamilton-Roth on 2/28/2013 at 12:39 AM Accepted
    Knitting Inner Circle (KIC)
    Close Knit Community
    Closer Knit
  • Posted by Moriarty on 2/28/2013 at 4:23 AM Member
    Behind the scenes.
    Looking at the inside
    Get Backstage
    Get the Inside!
  • Posted on 3/1/2013 at 4:54 PM Author
    Thank you for your added input and expertise. I like the "Close-Knit" ideas.

    I am also toying with the idea of straying from a play on our name. Possibly something to do with live entertainment / night life / music.

    Great ideas. Still looking for one that just grabs me and screams "this is it."
  • Posted by Moriarty on 3/1/2013 at 7:13 PM Accepted
    ** Still looking for one that just grabs me and screams "this is it."**

    What you really need is one that screams "this is it" to your customers! Take four or five of the good ones, and simply ask them which they like. They may even come up with ideas of their own which are as good.
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