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Community Based Marketing and Loyalty Programs for Small Business


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Yes, we still like our Loyalty Programs

Satisfaction by Program_Canada

Loyalty Report – Canadian Edition| Maritz Loyalty Marketing.

Consumers still love their Loyalty Programs. Many see them as a way to get more value from the businesses they frequent and the brands they buy. The most popular Loyalty Programs are easy to understand and offer rewards that fit their lifestyle.

Effectively marketing the Program is the key to success. Company websites, social media, blog posts and Pinterest pages often showcase the Programs. Many use in-store signage to promote their benefits, and employees to tell customers about the Program and to enroll them. Talking directly to customers is often the best way to spread the word.

Members of the best Programs are engaged. Company communications, reward structures and the redemption process appeal to the markets they serve. The Programs can be modified in response to customer feedback and the changing business environment. Members get the most flexibility with Multi-Merchant Programs. They encourage cross promotion with other businesses. Points collected at the dry cleaners can be redeemed for flowers or a birthday gift. Members get choice and the merchants can leverage each others’ customer base.

All manage rewards and points to get the most effective Return on Investment (ROI). A positive ROI means the program is sustainable. The key is to balance making it profitable for the business and attractive for the members.

Marketing for Small Business is really Relationship Marketing. The unique experience you create for customers makes your business different from the one next door. Loyalty Programs for Small Business encourage customers to build those links, frequent the small businesses in their area and to “Shop Local”.

Want more Marketing and Loyalty Tips and Techniques:

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Modern Marketing, an Art and a Science

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Is it alchemy or just hard work? Good Marketing Strategies get Sales, grow Businesses, build Market Share and develop your Brand. The “Art and Science” used to get there is the Magic.

If you want to increase visits to a “bricks and mortar” store or views on a website, the process is the same. By understanding the Target Market and creating strategies they respond to, you can get them to choose products and services offered by your Business. 

The “Art ” is in the Packaging and Promotion of the Product or Service. To effectively create or package products or services for a Market, you need to understand the Problems your customers have and offer a Solution. Successfully promoting the Solution, the Business and the Brand means creating and delivering content they want, including the “offer” to the target audience, where and when they want it.

The “Science” is using facts to understand the Target Market. The best way to do this is to create a customer database. One that includes customer demographics, or at the very least email addresses. Collect this information from contests, promotions or loyalty programs. Use customer data to understand how customers think, including their buying habits. Design the company website, develop newsletters and email promotions, online content and Facebook page, around their interests. 

The “Art and Science” go hand in hand. The “Science” provides the information to create the “Art”. Messages created and delivered using channels selected based on information from data analysis have more impact. They are tailored for the specific consumer. This approach works for online marketing, print advertising and brochures, television, radio, blogs, social media and even figuring out what to display in the “brick and mortar” storefront.


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What do you want to know about Loyalty?

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Here is a “snap shot” of what consumers said about Loyalty Programs in 2013.

  • 36% of Americans participate in loyalty programs (Hotels.com)
  • There are 2.65 billion loyalty program memberships in the US, 21.9 per household, but people are only active in 9.5 (Colloquy)
  • The average consumer is a member in 7.4 programs but only active in 63% of them (Maritz)
  • Overall loyalty program membership is growing at 26.7%, while active memberships are growing at just 21.2% (Colloquy)
  • 39% of adults 35-44 are enrolled in up to five different programs (Hotels.com)
  • 35% of points program members redeem awards (Forrester)
  • Female consumers (68%) are more loyal to brands than males (55%) (Analytic Partners)
  • Just 25% of US consumers consider brand loyalty as something that impacts their buying behavior (Ernst & Young)
  • 57% modify when and where they buy in order to maximize the loyalty benefits (Maritz)
  • 46% modify brands they buy to maximize the loyalty benefits (Maritz)
  • 69% say choice of retailer is influenced by where they can earn customer loyalty/rewards program points (Maritz)
  • 31% of American consumers cite perks as the most important factor for joining loyalty programs (Hotels.com)
  • 51% of U.S. consumers switched service providers in the past year due to poor customer service (Accenture)
  • 85% of consumers say companies could have recognized & rewarded them for doing business with them (Accenture)

Loyalty Programs are now simple to implement and provide benefits to both businesses and their customers. Businesses learn more about the buying habits and create close ties with their target market. Customers get rewards for everyday spending. Many select products and services based on them.

The challenge is to select a Program that meets your needs.


Measures of Success

Each of us measures success in a different way. The Hartford Small Business Success Study identified the most common measures used by small business owners. As might be expected most are financial. For many people, that is the bottom line.

24% – Earn enough to live comfortably
23% – Do something I enjoy
18% – Increase profitability from year to year
9% – Pay employees enough to live comfortably
9% – Other
7% – Have free time to do what I want
6% – Pass the business to a family member
4% – Sell the business for a big profit

Posted by:  Sarah Matista

Many small business owners also enjoy contributing to the local community and providing jobs. These tireless souls that work 60 to 90 hour weeks to make things happen are the reason there is vibrancy and diversity in these communities.

Regardless of your measure. May you continue to be successful and enjoy a prosperous 2014.

MP900440281

All the best at Christmas and in the New Year!


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The Challenges of Marketing in Rural Areas

Close up of a small Christmas tree inside a spherical glass

My clients in rural communities use many ways to reach out to their customers. Traditional things like billboards and signage are not very effective when you can count on your fingers the number of cars that pass by. Another client just realized that being ranked Number 1 on a Google Search in her category does not help in her remote area.

So how do you get your message to this target market? Simple, deliver it directly using focused Marketing Programs. Community based marketing programs such as Loyalty Programs that focus on local businesses and customers in the surrounding geographic areas. Use a geo-targeted approach that encourages residents to frequent local businesses. For example, add location information to your posts so they are listed in searches for businesses in your area.

A great way to leverage exposure is to connect and team up with other local businesses. Do this using joint promotions, geographically targeted advertising, Multi-Merchant Loyalty Programs and sponsored events. “Like” other local businesses on Facebook and use Pinterest to promote your business, and local activities and attractions.

The Holiday Season is perfect for getting organized. Increased traffic into the area benefits everyone. Make the shopping experience special to entice shoppers to frequent local businesses. Time limited promotions, hot chocolate stations and gift wrapping tables make the process more enjoyable.

Small businesses need a different approach to successfully market their products and services in rural areas. They need focused programs that appeal to their target market and encourage them to “Shop Local”.


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The Loyalty “Easy Button”

Ever wonder how to compete with businesses that have deep pockets and large marketing budgets? Here is an approach that builds on your strengths and your relationship with your target market.
Implement programs that give instant rewards and savings on future purchases. Use them to create special campaigns for VIP customers and to promote Holiday Specials. In other words, good reasons to come back to your business.


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How can You get What you Want?

3 Ways to Get what you Want

3 Ways to Get What You Want by Giving People What They Want | Copyblogger.

Can it be this simple? Sometimes it is. We all have the same basic needs.

  • Love
  • Financial, political, or psychological independence
  • Status
  • Recognition

Connecting with our audience is the goal of all Marketing. Creating content that meets the most important needs of your target market is the key. It must extol the benefits of the product or service, show how it solves a problem or need, while building trust and overcoming objections.

Providing the right information at the right time is always a challenge. Each part of the buying cycle is different. An overview works when customers want general information but when they are comparing your products and services with the competition, they want detailed specifications.

This is a great article that shows how to create content that relates our fundamental needs with the buying decision.