Seven ways to drive Loyalty without a points win prizes loyalty card model. Get your fans to drive loyalty for you using engagements and interactions

1. Special
Report
on
creating
Loyalty
to
win
the
Zero
Moment
of
Truth
@StrategyDigital,
January
2013
Special
Report
on
using
Loyalty
to
grow
consideration
at
The
Zero
Moment
of
Truth
26/01/2013
Onur
Ibrahim
Content
Collective
LTD
Onur@OnurIbrahim.com
07730550347

2. Special
Report
on
creating
Loyalty
to
win
the
Zero
Moment
of
Truth
@StrategyDigital,
January
2013
Loyalty
without
the
loyalty
card
The
points
mean
prizes
model
of
loyalty
programmes
will
always
have
its
place
but,
this
era
is
now
coming
of
age.
Customers
now
want
a
more
engaging
relationship
with
brands,
there
will
still
be
space
for
rewards
and
points
are
one
way
of
delivering
these.
However
the
battleground
is
no
longer
for
share
of
wallet
but
for
ownership
of
the
digital
endpoint.
Customers
no
longer
care
how
they
get
the
product
as
long
as
they
feel
like
they
have
some
level
of
control
in
and
get
the
best
value
from
the
purchase.
Brands
are
moving
away
from
a
purely
transactional
relationship
with
customers
and
travelling
together
into
a
more
emotion
led
purchase
journey.
Google’s
ZMOT
study
illustrates
this
fact
really
well
in
terms
of
flight
paths:
I
would
like
to
expand
this
even
further
for
you.
Each
of
these
locations
contains
further
data
and
information
about
the
customer.
They
are
interacting
with
each
of
these
“data
points”
multiple
times
throughout
the
journey
and
through
agile
analytics
structures
we
can
harness
insights
and
decisions
that
they
are
making
along
each
part
of
the
journey.
This
enables
us
to
build
a
deeper
understanding
of
the
customer
and
also
serve
them
with
demonstrations
of
value
relevant
to
them
and
their
purchases
at
each
point.
The
true
value
of
this
additional
data
is
that
we
can
personalise
the
journey
to
an
individual
and
make
them
feel
special.
Every
shopper
is
unique
and
expects
to
be
treated
as
such,
shoppers
want
to
feel
like
they
are
buying
from
a
brand
they
relate
to
and
that
is
relevant
to
them
at
that
time.
There
is
a
level
of
computation
that
has
to
be
undertaken
around
capturing
and
translating
this
data
and
then
assigning
the
correct
response
to
each
individual.
This
can
be
simplified
through
clustering
and
profiling.
If
we
start
to
categorise
similar
journeys
and
personalities
using
techniques
learned
from
behavioural
targeting
and
information
retrieval
we
are
able
to
condense
many
millions
of
individual
journeys
to
a
smaller
group
of
persona
types
and
provide
relevancy
through
clusters
of
interest.
“We
have
to
tackle
the
issue
of
data
capture,
but
consumers
are
much
more
aware
of
the
value
of
their
data
and
the
numerous
things
that
organisations
can
do
with
it,
that
it’s
not
just
enough
to
ask
for
it,
but
data
capture
must
be
part
of
a
value
exchange,
one
where
the
consumer
is
treated
respectfully
and
honestly
(they
know
you
want
their
data
to
sell
them
more
stuff,
don’t
lie
or
deceive
them)”

3. Special
Report
on
creating
Loyalty
to
win
the
Zero
Moment
of
Truth
@StrategyDigital,
January
2013
So
how
do
we
talk
with
our
customers?
Each
customer
will
also
have
a
personal
communications
preference.
This
will
include
things
like
frequency
of
communication,
topic,
and
most
importantly
channel.
Bearing
this
in
mind
we
should
note
that
it
is
very
important
to
provide
as
many
communication
paths
as
possible
for
the
customer
to
choose
from.
They
may
want
to
interact
via
SMS
or
email
or
direct
mail
or
via
a
mobile
website.
And
the
purchase
journey
will
be
over
multiple
channels
and
multiple
devices
often
simultaneously
whilst
dual
or
triple
screening.
As
a
modern
brand
you
should
have
a
foothold
in
each
of
these
areas
and
maintain
some
level
of
communication
preference
for
users
in
each.
We
should
now
be
able
to
imagine
our
customer
flight
paths
with
an
additional
layer
of
‘craft
type’
added
to
them
representing
the
communication
channel
used
to
carry
them
to
the
next
stop.
After
the
initial
purchase
we
should
now
start
thinking
about
what
earned
content
we
can
get
the
customer
to
create
for
us.
The
modern
customer
is
more
than
happy
to
contribute
product
opinions
and
reviews,
often
just
asking
them
for
these
post
purchase
will
yield
very
valuable
feedback
and
future
testimonials.
Another
by-­‐product
of
this
is
that
the
modern
customer
wants
to
feel
empowered
and
that
they
have
some
control
over
future
products
created
for
them.
By
asking
for
feedback
and
showing
that
you
are
implementing
‘consumer
created
change’
will
make
that
customer
feel
closer
and
more
affiliated
with
the
brand.
Bonds
created
in
this
way
are
stronger
and
more
long
lasting
as
the
customer
is
now
not
only
a
user
of
the
product
but
a
brand
contributor
and
as
such
feels
part
of
a
larger
whole.
These
customers
will
advocate
your
brand
and
products
without
question
as
their
co-­‐contribution
has
made
them
part
of
your
brand.
This
might
sound
difficult
in
practice
but
with
a
few
tips
and
pointers
this
can
be
put
into
practice
in
a
straightforward
manner.
The
following
7
tips
are
a
good
starting
point.
Seven
ways
to
generate
engagement
that
drives
towards
loyalty
1. Always
provide
a
clear
call
to
action
and
never
rely
in
user
to
interact
of
their
own
accord.
Relying
on
users
to
interact
without
expressly
asking
them
to
is
like
‘fishing
without
bait’
and
will
be
unpredictable
at
best.
You
should
try
to
influence
the
potential
outcomes
for
every
interaction
you
offer
or
at
least
measure
the
effects
at
each
stage.
2. Run
multiple
engagement
programmes
across
all
of
your
channels
simultaneously.
Provide
users
with
multiple
ways
to
engage
for
each
campaign
and
category.
Then
give
them
ample
reward
for
participation.
This
will
increase
the
time
they
spend
with
you
and
get
them
coming
back
for
more
rewards
and
getting
their
friends
to
also
participate.
Some
examples
of
these
rewards
could
be:
• Giving
them
something
relevant
to
their
purchase
or
interest
that
is
regularly
updated.
This
could
be
some
digital
content,
a
review
or
‘money
off’
voucher.
• Allow
them
to;
ask
you
a
question,
create
and
update
their
profile,
or
subscribe
for
more
information
• Deliver
company
information
highlighting
your
company
values
and
positive
practices
that
they
may
align
with
• Link
to
your
social
media
hubs
where
they
can
interact
with
you
and
find
out
more
about
the
products
and
interact
with
others
who
are
either
at
a
similar
point
in
the
cycle
or

4. Special
Report
on
creating
Loyalty
to
win
the
Zero
Moment
of
Truth
@StrategyDigital,
January
2013
who
have
completed
the
cycle
and
are
leaving
positive
feedback.
(Pinterest
pages
are
a
great
and
unobtrusive
way
to
do
this.)
3. Extend
your
communities
cross
channel
and
cross
category.
Don’t
forget
to
cross
promote
and
also
to
keep
trying
to
engage
your
customers
at
different
‘landing
points’.
By
bringing
customers
into
your
eco-­‐system
at
different
points
and
also
cross
promoting
product
categories
you
can
maintain
interest
and
test
new
ways
of
communicating
with
them.
A
sportswear
brand
may
find
that
they
get
higher
referrals
to
their
ecommerce
site
by
recruiting
participants
via
SMS
and
then
asking
them
if
they
would
prefer
email
communications.
This
shows
that
you
care
and
are
giving
them
a
choice,
it
might
not
seem
like
much
but
the
freedom
of
choosing
is
more
powerful
than
one
way
forced
communications.
4. Try
to
stay
real-­‐time.
There
are
many
real
world
and
timely
influencing
factors
that
should
be
considered
when
designing
these
journeys.
One
of
the
most
powerful
is
trend
hopping;
a
recent
example
was
the
2012
London
Olympic
Games.
With
the
heavy
sports
coverage
and
national
pride
at
stake
TV
sales
increased
due
to
people
wanting
to
have
the
best
possible
experience
of
the
games.
Granted
that
Olympics
licencing
rules
do
not
allow
use
of
the
logo,
name
or
other
assets
without
permission.
Nevertheless
this
was
a
massively
influential
factor
that
created
huge
purchase
intent.
5. Mix
up
campaign
types
and
create
new
offers
based
on
season
and
topic.
Some
marketing
campaigns
naturally
inspire
customers
to
participate
and
to
share
their
interactions
and
experiences.
Recent
research
by
social
app
creation
company
Wildfire
has
shown
that
campaigns
that
have
heavy
user
entries
do
not
perform
in
the
same
way
as
campaigns
which
are
heavily
shared.
It
is
better
to
promote
to
a
smaller
base
of
advocates
and
give
them
the
tools
to
participate
and
share
their
activity
rather
than
running
competitions
where
customers
might
be
hesitant
to
broadcast
the
fact
that
they
just
entered.
In
short
highly
shared
campaigns
will
generate
more
earned
media
per
participant.
So
you
should
have
a
healthy
mix
of
both
types
in
order
to
keep
a
steady
stream
of
new
entries
to
build
the
value
of
your
owned
media,
and
get
those
new
entries
to
start
sharing
and
participating
to
grow
your
earned
media.
The
infographic
below
highlights
this
quite
nicely:

5. Special
Report
on
creating
Loyalty
to
win
the
Zero
Moment
of
Truth
@StrategyDigital,
January
2013
6. Use
image,
video
and
testimonials
as
much
as
possible.
Users
want
to
see,
feel
and
experience
the
product
before
deciding
to
make
a
purchase
leveraging
their
passions
and
taking
them
across
the
journey
of
Dream,
Locate,
Explore
means
you
can
influence
how
they
purchase
and
the
factors
that
contribute
to
them
coming
back
for
more.
7. Stay
relevant.
It
is
ok
to
cross
promote
products
and
even
to
put
promotions
or
‘wildcard’
topics
in
your
communications
but
keep
to
the
point
with
your
main
message.
If
you
have
categorised
a
person
as
an
influential
decision
maker
and
they
are
interested
in
buying
a
new
TV
then
make
sure
that
they
can
do
the
majority
of
their
research
with
you.
Provide
a
decision
journey
that
takes
them
to
your
affiliates
giving
them
your
voucher.
You
have
to
be
in
as
many
places
as
possible
and
remain
relevant
to
that
persona
in
each
location.