A registration-focused campaign is all about driving up registrations to your loyalty program. In this article, we’ll review some proven tactics to help increase registrations and create raving fans.
What tactics can I use to drive registrations?
All of the tactics described below can help promote and increase awareness of your program. Each tactic varies in effort and efficacy. We have included a table below to help you clearly identify the level of effort and effectiveness associated with each.
Let’s look at the top four campaigns in more detail.
Operations Contests
Contests that involve operations team members in the field like servers and cashiers are a great way to get everyone involved.
There are two popular methods to move forward with this option:
Server Level Contest: This option creates a competition between servers/cashiers at a single location or across the brand. Each server is tasked with garnering as many new signups as possible by prompting guests they interact with to join.
Store Level Contest.: This options creates a competition between different store locations. This can be a good option if it’s difficult to track server signups or if a more team-based approach would work better in store.
With either method, we recommend incentivizing your employees to get guests signed up by offering rewards or prizes for the top performers.
Bonus Registration Reward
Bonus registration rewards are offered to new guests who sign up for the program, as an added incentive to join. This program works best when repeated regularly throughout the year using different rewards and time frames to test which ones are most effective.
Here are a few options to consider:
New guests are rewarded with a bonus reward in addition to the program’s core registration reward. For example: the offer could be for $10 off instead of the typical $5 off reward OR a free appetizer in addition to the $5 reward.
New guests are rewarded with a limited time offer for their first 30 days in the program. For example: earn double points on all visits for the first 30 days OR a free side caesar salad.
Add a sense of urgency so guests know to join by promoting the bonus offer during it’s availability window.
Refer a Friend
Refer a Friend programs are low effort when they’ve previously been set up as they do not require any new set up or testing. It’s generally an awareness campaign that can be used as a “background” enrollment driver. It
usually does not drive huge spikes but helps create another channel for enrollments.
NOTE: If you haven’t used a Refer a Friend program in the past, you may want to consider a different program with a lower set up effort.
To launch this program, send awareness messaging to existing members in the program. A good cadence is to send these once per quarter. Consider adding the messaging to the footer or any active email campaigns as well.
Loyalty-Only Promotions
This registration driver is a great way to leverage existing loyalty promotions already on your calendar like national holidays or other exclusive offers.
For example, if you are running a promotion on Halloween, advertise to all guests that only loyalty members will be getting a reward on that holiday. This should prompt new members to join who want to receive the exclusive offer. Consider promoting the exclusive offer on owned channels like social media and your website to boost effectiveness.
If you have questions about any of these campaign ideas or would like to discuss these in more detail, please contact your Strategy & Analytics contact., customer success manager, solutions consultant or email [email protected].