Rewards programs are simple in theory, reward someone for their behavior with and involvement in your brand and they’ll keep coming back. From a Zealotry Marketing standpoint we’ll put that theory to the test.
Brandweek’s recent article “Rewards Program Members are Brand Champions” features a new study by Colloquy that has a few important stats to note:
- Members of rewards programs are 70% more likely to actively recommend a product, service or brand than the general population
- 55 % described themselves as brand champions
While positive word-of-mouth and referral are certainly keys to success for a brand from a Zealotry standpoint, there seems to be a disconnect between “Brand Champions” and “Zealots.” With brand champions coming in at an astonishing 55 percent, we are more likely to liken brand champions to “supporters” for the brand, not true Zealots. The postive-impact business difference between “champions” and Zealots is huge, thus finding ways to dig deeper into your Rewards Program membership base to mine out your most zealous fans is one that is well worth the time & effort. And establishing an intimate way to go beyond simply rewarding – by involving, engaging and nurturing your Zealots – now that has the makings of a true loyalty program.