The News, Views, Insights, and Opinions affecting consumer engagement
That You Need to Know
In this week's customer engagement recap:
- Tesla’s Referral Program: How to Grow with a $0 Marketing Budget
- The Element That Turned PokemonGo into a National Obsession (and What Every Brand Can Learn From It)
- A New Twist on Digital Customer Loyalty: Investment Set to Surge
- Chipotle’s Loyalty Program Is Working — So Far
- Customer Loyalty is Great for Business. Is it Great for Customers?
Tesla’s Referral Program: How to Grow with a $0 Marketing Budget (Extole)
We've watched Tesla with no small amount of fascination in recent months. Not every company has a world-changing technology in hand, but there's still a lot to learn from the electric car monster. Like how they operate their referral program. A company with next to nothing for a marketing budget and very plainspoken approach to communication has a surprisingly complex (and effective) referral program, as Extole's Jen Gray outlines.
The Element That Turned PokemonGo into a National Obsession (and What Every Brand Can Learn From It) (The Access Loyalty Blog)
Hate on the kids and their phone obsessions as much as you like, but Nintendo is onto something here. It's not just the technology or the brand - Pokemon has been around for years, and augmented reality isn't new. Community is the oldest idea at play here, but it's what has driven the rapid rise of the game - and will likely be the glue that keeps it popular for months to come. (That's a lifetime in the modern culture cycle, by the way.)
A New Twist on Digital Customer Loyalty: Investment Set to Surge (Mobile Marketing Watch)
57% of brands indicating that they will increase loyalty program budgets in 2017, according to this report. What portion of the program will that money go toward? And is it a smart investment? Check two articles down (this link) for some serious thoughts to chew on regarding the efficacy of loyalty programs.
(Of course, all of these stats will soon find their way onto our 2016 loyalty stats collection)
Chipotle’s Loyalty Program Is Working — So Far (Eater)
Forgive us if you feel like this is becoming the Chiptopia Weekly Recap. It's just that...well, loyalty marketers have for years seen loyalty programs as a natural cure to many consumer ills. Chipotle's Chiptopia is a program launched in direct response to a major brand crisis, something we haven't quite seen a large brand do in the modern era. In some ways it's validation of the industry (do loyalty programs work?), an examination of a new model (limited-time program, ultimate reward is a burrito party!?), and use of the model as a direct response to disaster. Based on this article, all signs point to positive results...so far.
Customer Loyalty is Great for Business. Is it Great for Customers? (CustomerThink)
We shared our article from last week with the smart kids over at CustomerThink. And as always, that crowd delivers. Check out the article, but spend some time in the comments. There's a lot of (respectful) pushback on loyalty programs in particular, but also the lack of quality personalization. Throw your comments in there, if you feel so inclined.