1-888-353-5012Customer loyalty isn’t new—and it sure didn’t start with points and apps. Long before the Rewards Programs of today, businesses were already finding clever ways to keep customers coming back. Back in the ‘60s, you might remember gas stations offering customers a chance to collect a set of matching glassware (sometimes even dishware or flatware) by making repeat purchases.
These promotions were a great way to encourage repeat visits. They were cheaper than lowering fuel prices and they created demand for a tangible keepsake, a functional household item long visible after the tank was empty. The concept was brilliant. Customers loved the adventure of collecting and were driven to return to the same gas station repeatedly to add to, and hopefully complete, their set. You might remember the thrill of the chase – I do. My entire family kept filling up at the same place in hopes to complete our set.
Even McDonald’s® figured it out. First with their character-themed glass sets featuring Ronald McDonald, Grimace, Hamburglar, etc. And later when they partnered with film studios to offer sets featuring popular characters from the Muppets, Star Trek, and Batman. The catch? Each week featured a particular character, so to get the complete set you had to return loyally, each week. That’s not by accident—it’s strategy.
Then McDonalds® took it up a notch, using a similar idea but tapping into a different kind of excitement with the Monopoly Game. It wasn’t about the burger. It was about the chance to win something—free food, cash, vacations- that kept people coming back again. That’s the magic word: “again.” It wasn’t just a meal. It was a game. A habit. An experience.
Airlines deserve a brief mention; the really early adopters that introduced frequent flyer programs that rewarded miles for loyalty. A concept that completely shifted consumer behavior. After that, many travelers chose airlines based on points and what they will get with those points, not just price. Loyalty points became currency.
Give People A Reason To Come Back. Every marketing campaign you run should be built around this question: What will make someone come back again? And all of your Royalty Rewards® campaigns ARE already designed with repeat visits and additional spending in mind. But what can we learn from the historic glassware giveaways? The fact that McDonalds® is still employing the same strategies today might be a hint. It’s simple: THEY WORK.
It’s the same with Happy Meal toys. Or airline miles. Or collectible giveaways. Smart businesses create campaigns that drive action. They create momentum. People love to collect. Complete. Compete. Win. Be surprised. These strategies create excitement, a break from the day to day, and escape from the mundane. They help us feel like we’re part of something. That little dopamine hit is what drives action. And most importantly, they create a reason to return. Not just once, but repeatedly.
How can you incorporate some adventure into your business and your next marketing campaign?.
As a Royalty Rewards® Merchant you are already miles ahead of your competition. You have access to ready-to-go promotions that are proven to work for businesses like yours. When you plan a fun-themed month — like a Pasta Month, Christmas in July, Car Care Month, or Customer Appreciation Month—consider creating a giveaway to add energy to the promotion.
How can you provide a break from the ordinary and create excitement in the lives of your customers? What if you gave away a set of pasta bowls (different one weekly) for Pasta Month, or Christmas ornaments for Christmas in July? Run a Bounce Back Scratch Off Giveaway? Give away a 12-month auto maintenance package for Fall Car Care Month (2 oil changes, inspection, etc.)? These types of promotions keep customers talking and coming back for more.
That’s Exactly What We Help You To Do—Build Habits. These days, it feels like every business has some kind of loyalty program—points, punch cards, apps. But few of them actually work. Any business who thinks an email here or there and a POS points program will change their business is mistaken. You must have a marketing system.
And in this economy, you can’t afford to treat marketing as “nice to have.” It’s every bit as critical as hiring and recruiting, food and labor cost control, and customer service… because without a steady flow of the right customers, none of those other functions matter.
In EZ Profit Newsletter Edition 3, we talked about the Life Cycle of a Member—how your marketing touches are like breadcrumbs left for your customers. Each email, direct mail piece, push notification, text, or post leads your customer back to you. One by itself might not do much. But when they all work together? That’s when the magic happens.
Loyalty works when it’s strategic. When it’s part of a system. That’s what we bring to the table. You don’t have to reinvent loyalty. You just have to use it smarter and use the tools we make available to you. Need ideas for your next promo? Check out the enclosed EZ Profit Toolbox, review the Ready-To-Go Marketing Tips, and then call your Coach.