Creative Agency Secrets

Are you involved in any customer loyalty schemes?  Do any of your clients  use loyalty and repeat purchase campaigns to improve sales?

Take a look at this email I just got from Lovefilm.  I’m a customer - have been for two years.  it is a great service.

For a while they’ve been offering member get member schemes with 3 months free use and a voucher.  But today, I think they have begun to learn more about the possibilities of connecting up customers with others.

I got the email below…. and in case anyone out there fancies joining their programme, here’s my reward link!

Five more things that Lovefilm could do to improve the loyalty and community aspects of their marketing programme:

1. Enable ‘friends’ groups on lovefilm so you can see what your friends are renting and how they are rating rental movies
2. Set up a facebook application to improve movie rating data sharing
3. When launching any new programme within the overall marketing campaign, find the early adopters and offer them additional incentives to participate.
4. Make sure the database has categorisation for members by value and by needs.
5. Improve personalisation in weekly email newsletter - what is the ‘next’ thing you want me as a customer to do in order to improve my participation (they currently offer polls, ‘user collections’ i.e. lists, and quizzes) add in a few more features with the opportunity to connect to friends who are also lovefilm customers and compare notes.

Enough about Lovefilm.  What about your customers?

Run a quick check on which of your clients repeat purchase.  What do you do for them to make it easier to buy and re-buy?  What additional features can you offer to enhance the experience of buying from your business (recognition, gifts, rewards, community features, plugins to favourite sites, recommendations).

Start planning the long term “conversation” your marketing will drive with your customer base.  Here’s how:

1. Set the vision
2. Outline the ideal customer profile
3. Categorise current customers according to value and needs
4. Plan marketing communications as a sequence of exchanges - each interaction promts the next question and answer.  All designed to discover the customer category and hence their likely needs and what you can try to sell to them.

Dear Rebecca   KEEP EARNING LOVEFILM REWARDS The LOVEFiLM reward scheme has been a huge success so far with 1000s of you telling your family, friends and pets about LOVEFiLM and earning iPods and other rewards. Below is a guide to getting started and a guide to how to best use the scheme. Refer 1 friend FREE LOVEFiLM membership   Refer 3 friends The latest must-have from Apple   Refer 4 friends A great way to view your digital photos   Refer 8 friends There’s now no excuse for getting lost   How it works Its an easy way of converting your friends to the best way to rent DVDs while earning a reward for yourself. Your friends will get a month’s FREE trial while you get your choice of rewards.   You choose your reward on our website www.lovefilm.com/reward   We will send your unique link   Forward this to all your friends, or stick the unique link in a blog   You’ll be credited for anyone that becomes a full member and meets our terms and conditions   Keep checking your account to see how your referrals are progressing Tips on earning your reward We have noticed some of you are using whatever you can find to tell your friends about LOVEFiLM. To make it even easier we have built a page just for you to get ideas and materials from to promote the trial to your friends. Go to the page www.lovefilm.com/account/share_love.html to see what you could use. We have our logo, our interviews with film stars, our funny Alan Bond video, our top 10s and more to use. Tell your friends they can rent these top titles from LOVEFiLM over the coming months Happy Viewing THE LOVEFiLM TEAM