Adding VALUE with THE CLUB

One of the keys to making any loyalty program work is adding value for the participant. Take the cue from American Express. You are not a customer, or a card holder with Amex. You are a member. Your card says "member since." Amex uses the slug line "membership has its privileges." Those privileges include unlimited credit line, insurance, extended warranty and much more. What they have done is added value to enhance the customer base. The same applies to the loyalty program on a radio station. A way to get more people involved, even if they never bid a point, is to make sure that "membership has its privileges."

We have positioned the program on-air at WQLZ in Springfield as the Frequent Rocker Club. We spell out the privileges clearly on-air. As a member you can participate in our points program and earn all kinds of great merchandise. You also get a newsletter from our morning show host once a week, you learn about concerts before we announce them on-air, you get special offers to purchase tickets before anyone else and you get notified of station events and promotions before anyone else. In time we can also offer them two-for-one dinners, movie ticket discounts and other things of real value. We want to make sure that "membership has its privileges."

We think this is a great way to build your database with people who may help the station and clients, but may never bid a point. Each name in your database is gold. The goal is to put as many names in as possible. Think about the "club" as another way to add value. It certainly worked well for Amex.

Glen Gardner