Recruit, recruit, recruit! As a Loyalty Specialist I can’t stress recruitment enough. It's one of the most important steps in building any successful loyalty program. There’s no such thing as a loyalty program without recruitment; if your customers aren’t informed about your loyalty club, how will they ever become members?
If you build it, they will come…
I like to use a reference from one of my favorite movies, Field of Dreams: “If you build it, they will come." That is the message that inspires farmer Ray (Kevin Costner) to construct a baseball diamond in the middle of his cornfield. Over time, and with patience, Ray builds a baseball diamond that gives lost souls a second chance at life. I’m not saying that building a loyalty club will give you magical powers, but what I am saying is that if you build your club by recruiting you WILL eventually have a successful loyalty program. In return, people will come back more often and bring their friends.
Recruitment by Staff
Customer recruitment starts from the top down. Business owners and managers must be advocates of their new loyalty club.
First off, the staff needs to be well trained on the program. Owners and their managers should explain the program and its goals to their staff. Staff should all have the LoyalBlocks app on their phone and should know how to use it so that they feel comfortable talking to customers about it. Explain to staff how LoyalBlocks can be good for them personally, not just for the business as a whole. In a restaurant or bar for example, if a waiter/waitress shows a customer how to receive a small reward, they will most likely receive an extra tip from that customer. Customers may even ask the staff about the club so it is important they are well versed.
One tactic to get the staff excited to recruit would be to implement a contest for recruiting new members. Tie a point system to the contest and at the end of the contest the staff member with the most points will receive a prize – anything from a bonus to an extra hour break or the right to leave work early one day. The point is to make your staff see value in recruiting. If you have multiple locations you can even run a contest between each one.
Take pride in your new loyalty club and tell everyone, everywhere! Put it on your website, your menu, and your social media pages. Run an email campaign using our email recruitment feature. Don’t be afraid to have a sign up sheet where customers can leave their name and email address. Make sure to stick your LoyalBlocks Cling to your window and set up your table tents in as many places as possible for the most visibility.
Silver Status Achievement Reward
A strong recruitment tool is the Silver Status Achievement Reward, which is the first reward that a customer gains by joining your new LoyalBlocks club. It’s a great way to pitch the program to them. Come up with 'an offer they can't refuse.' For example, “Would you like 10% off today? Well, then download the free LoyalBlocks app and join our loyalty club.” It’s that easy! It’s also important to explain the long-term value of the program to the customer by explaining what they can get down the road. For example, “If you come back 10 times you can get a free entree and other great rewards."
Your new successful loyalty club!
Recruiting may sound time consuming but it truly isn’t. Your new loyalty program is now a large part of your business’s success so treat it like it is. Putting in the extra effort to recruit will pay off. Like Kevin Costner in Field of Dreams, with determination and patience you can build a successful loyalty club. Remember, if you build it, they will come!