How to Drive Brand Awareness with Loyalty

In an overcrowded marketplace where brand differentiation
isn’t always apparent, brand awareness is a key driver of
consumer purchase decisions. In fact, customers are 60%
more likely
 to purchase from a brand they’ve heard of than
from one they’re unfamiliar with. An investment in loyalty can
help a brand stand out from the competition, drive brand awareness,
and increase revenue.

Here’s
how to design a loyalty program that that boosts the profile of
your brand.

Reward members for referring a friend

Referrals are an effective way of increasing brand awareness. A
loyalty program’s membership is made up of a brand’s best
customers and most likely advocates. By including refer-a-friend
activities in your loyalty program, you are able to fill the top of
your sales funnel by leveraging the influence of your existing
loyal customers. In return your customers are rewarded for
introducing a potential new customer to your brand. Sleep
Number’s online loyalty program, InnerCircle, rewards members
for introducing new customers to the brand. Program members earn
$100 for each successful referral, and after 10 successful
referrals, they are awarded with an additional $799!

Form strategic partnerships

Not only does the right partnership help extend value to your
existing customer base, it also broadens your reach and connects
your brand to potential new customers. By building in partnerships
as part of your loyalty offering, both brands have the ability to
increase visibility and potentially connect to a new and relevant
audience. For example, by partnering with Uber, Spotify was able to
reach a new audience and promote their subscription-based music
streaming service by enabling members to listen to their own
Spotify playlist during Uber rides. Simultaneously, this
partnership incentivizes Spotify customers to choose Uber over
other transportation apps.

Incentivize content sharing & social connect


Content marketing
can help you build greater exposure for your
brand and help consumers during the buying process. The more
valuable the content, the more shareable it becomes. You can
incentivize loyalty members to share blog posts and video content
across their social networks by rewarding them with points. This is
a very effective tactic to build into your loyalty program,
considering research indicates 33.2%
of social posts can reach up to 999 people
. Also consider
rewarding customers for connecting their social accounts and
checking in on their social networks. This helps increase
visibility for your brand and keeps existing members engaged. For
example, Carhartt’s Groundbreaker Loyalty Program offers
members 25 points for visiting a store location and checking in on
Facebook.

Encourage product reviews

Product reviews are an effective way to increase brand
awareness. According to BrightLocal’s
Local Consumer Review Survey
88%
of consumers trust online reviews
 as much as personal
recommendations. Positive reviews can influence a consumer’s
decision to purchase. Incorporating product reviews as a
point-earning activity is an effective way of driving up the number
of online reviews from your most loyalty customers and building
your brand’s reputation. Product reviews are not only a valuable
source of feedback for a brand, they also make customers feel heard
and appreciated. Steve Madden’s loyalty program, SM
Pass, rewards members with 50 points for writing a product
review.

Surprise and delight loyal customers

Incorporating surprise and delight tactics as part of your
loyalty initiative is a great way of strengthening the emotional
connection between your brand and customers. It can also be used to
increase brand awareness. When customers receive unexpected gifts
and perks from brands they like, they are inclined to share the
experience with their friends and family. Zumiez is an example of a
brand that incorporates surprise & delight into their loyalty
program. In one surprise and delight campaign run by the brand,
inactive members of The Zumiez Stash loyalty program received a
secret hashtag to post on social media to earn bonus loyalty
points. This gave recipients a fun way to re-engage in the program
and generated buzz about the program on
social media
, increasing the brand’s reach and awareness.

                                                                                

How do leads become customers and how do customers become repeat
customers? Lead scoring shows you whom to nudge and nurture. Learn
more about “Lead
Scoring for Modern Marketers
.”

 

Source: FS – Marketing 3
How to Drive Brand Awareness with Loyalty