The world of promotions has transcended punch cards at your neighborhood ice cream store, point cards at gas stations, or frequent flyer miles. To drive repeat purchases, and gain (and retain) loyal customers, brands, retailers, and even CPG companies are learning that they need to do more to keep consumers engaged. Successful promotions require you to go beyond a coupon or a free cup of coffee to identify your customers’ pain points, create a promotion that will meet their needs, and keep the communication channels open to maintain relationships long after your promotion has ended. The goal is to make your consumer’s experience one to be remembered, such that they continue to gravitate towards the products or services you offer.
Keep reading for some of our top promotional programs from the past months.
1. Universal Pictures Loyalty Program
Loyalty programs are important because they aid in building a trusted relationship with consumers and fostering customer retention. According to Chris Luo of FiveStars, “Loyalty programs are proven to increase customer lifetime value by up to 30% or more by increasing visit frequency, increasing spend per visit, and winning back lost customers.”
To drive sales of new release films on DVD and Blu-ray, acquire consumer demographic data, and movie preferences for ongoing retargeting, and gather insights into consumer purchase behavior from receipt data, we worked with Universal Pictures to create a loyalty program, Universal Pictures Home Entertainment (UPHE) Rewards.
Consumers purchase a qualifying DVD/Blu-ray from any retailer that contains a PIN code and visit the UPHE Rewards website on any web-enabled device to submit a PIN code which unlocks a hidden registration form to join the program. Consumers receive an instant free movie download for purchase after they submit a PIN code and can continue to earn reward points for participating in call-to-actions such as: sharing UPHE content with their network on social media and watching movie trailers. A loyalty program is also a great way to engage consumers at various points in the purchase cycle and keep them coming back.
2. Molson Canadian Sweepstakes
In celebration of Canada’s 150th anniversary, we worked with Molson Coors to launch sweepstakes for their iconic brand, Molson Canadian. Consumers who make a qualifying purchase of Molson Canadian 6-packs can submit their receipt on a custom-branded mobile-optimized microsite for a chance to win one of 150 mini red branded beer fridges.
In 2014, it was reported that an estimated 55 million Americans enter sweepstakes each year. In addition to the euphoria that sweepstakes and contests create in the mind of consumers because of the likelihood of winning a prize, sweepstakes are a powerful marketing tactic because they encourage consumers to purchase your product (and make repeat purchases for additional entries), and can help you build an email marketing list.
3. M&M’s Collect & Get with Cineplex
For the M&M’s Collect & Get with Cineplex promotion, a major goal was to incentivize repeat purchases of Mars products. A special PIN code program was launched. Consumers purchase a participating product that contains a PIN code, and when a consumer has accumulated up to eight PIN codes, they can be submitted on a custom-branded mobile-optimized microsite and redeemed for two free movie tickets from Cineplex.
When crafting any kind of promotion, look for opportunities to not only drive sales but to turn a one-time consumer into a customer and build customer loyalty.When crafting any kind of promotion, look for opportunities to build customer loyalty. Click To Tweet
To learn more about 3 tier logic and how we can help you craft your next promotion, request a free demo today!