There’s little doubt that a customer loyalty program can be a nice driver for sales.
But aren’t the costs pretty high for setting one up?
Well, maybe not. Just take a look at FunMobility. The company has an easy-to-use platform to leverage mobile ads and SMS.
So to get more details on this, I recently talked to the company’s CEO, Adam Lavine. And here’s what he recommended for putting together your own loyalty program:
Ad: If you want to get people to sign-up, you need a compelling ad. However, if you use an agency, you could easily spend $20,000 to $30,000 on the creative.
But with FunMobility, there is an ad-creator system. “Think of it as an easy version of Adobe Illustrator,” said Adam. “Within a short period of time, you can create a high-impact ad.”
Building the Database: With your ad campaign, you will build your list of users. But you should also have in-store ads to get customers to sign up. Oh, and of course, make sure you include them in other forms of marketing, such as your newsletter.
Post-Click Experience: This often gets short shrift. But if you want to build a viable loyalty program, you need to make sure you have robust conversions.
With the post-click experience, you have several options. For example, you can direct users straight to a landing page or even a mobile app. The problem: These approaches can be expensive.
Instead, you might want to use an ad format that has the post-click experience built in. This may be in the form of a survey, quiz or slider. Such things can be fun and engaging – and yes, can certainly help boost conversions. “You should also provide some type of incentive to get users to opt-in, such as a discount offer,” said Adam.
As for a premium network, you can target your ads on the apps that are a better fit. The costs will be higher but the benefits should be worth it.
Finally, as is the case with any new category, there will be a lot to learn. “For a company looking at building a loyalty program and using mobile marketing,” said Adam, “you should start small and experiment. It will take time to figure things out.”