Question

Topic: Strategy

Signing Partners Into A Loyalty Program

Posted by complex.disk on 5/14/2005 at 3:31 PM ET 250 Points
Hello all,

I just became a member today, but have been reading some of your post's for a few weeks now, this site is amazing!... that aside

I am in the planning stages of developing a Loyalty card centered around the entertainment industry (fashion, retail, nightlife) The competition typically sells these cards from their websites and only offer such things as line by-pass, and the illusion of VIP status, and rarely free or discounted access to the club.

The card I am trying to develop is a more of a membership program in which members receive discounts and special offers including but in no way limited to those listed above.

The question I have now is how do I approach businesses to partner with the card and offer exclusive promotions to card holders?Especially to reatil businessess

To get a card, users would have to fill out an online application( email,demographic info etc.) would direct access in a bi-monthly newsletter be enough, any other ideas for value from the businesses side?

Would the card be more attractive if it collected information on where customers shopped, etc or is a basic numbered card sufficient?

Should I charge for the membership? I'm thinking of an expiration of 1 year term. and the cards will be professionally designed and printed on 30mil plastic stock (credit card thickness) and mailed directly to their home address.

I'll leave it at that for now, While I clear my thoughts,
thank you for all your help in advance
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RESPONSES

  • Posted by mgoodman on 5/14/2005 at 5:19 PM Accepted
    My suggestion would be that you set up information-gathering interview sessions (one-on-one) with a dozen of your prospective business customers. Ask them what it would take to get them interested in participating in the program.

    Don't go into those interviews trying to sell them on the concept. That will defeat the purpose of the interview. Instead, prepare and follow a carefully worded outline that will get at what THEIR problems are, how they make marketing decisions, what promotion approaches have worked for them (and why), what they've tried that didn't work (and why), etc.

    The folks on this forum may come up with some specific suggestions, but they won't be nearly as valuable as what you can learn from the very people who will pay the bills. If you ask smart questions and listen carefully to the answers, you may actually be able to develop a program that they'll support. Otherwise, it's hit or miss.

    Don't underestimate the value of this kind of up-front research. More often than not it yields the answers you seek.

    Good luck.
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