meplusyou's path to effective loyalty marketing
DESCRIPTION
At MEplusYOU, we truly understand how important meaningful connections are to building authentic relationships with people. As an integrated marketing agency, one topic that always seems to garner a lot of attention is how to succeed in loyalty marketing, especially since loyalty programs so often fail to meet consumers’ objectives. We know that there is a lot of psychology at play, and wrapping your head around all this thinking can get tricky. So, we took the hard work out of it and summed up why loyalty programs don't always perform optimally: The Negative Contrast Effect: Where rewards quickly become expected, not a bonus Schedule of Reinforcement: When fixed rewards don’t entice people to keep coming back like random rewards do Cognitive Dissonance: When too much rewarding and bribery can make people think something is wrong with your product Reactance: When brands tell consumers what to buy and people back off and do the opposite All of the above contribute to so many loyalty programs becoming costly and detrimental to brands. We believe our strategy and thought leadership on the subject is an excellent jumping off point for brands to turn this around. Curious how to make a loyalty program work for your clients? Have a look at the following presentation to see how our approach is different.TRANSCRIPT
MEplusYOU’S PATH TO
LOYALTY MARKETING
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At MEplusYOU, we truly understand how important meaningful connections are to building authentic relationships with
people.
As an integrated marketing agency, one topic that always seems to garner a lot of attention is how to succeed in loyalty
marketing, especially since loyalty programs so often fail to meet consumers’ objectives. We know that there is a lot of
psychology at play, and wrapping your head around all this thinking can get tricky.
So, we took the hard work out of it and summed up why loyalty programs don't always perform optimally:
• The Negative Contrast Effect: Where rewards quickly become expected, not a bonus
• Schedule of Reinforcement: When fixed rewards don’t entice people to keep coming back like random rewards do
• Cognitive Dissonance: When too much rewarding and bribery can make people think something is wrong with your
product
• Reactance: When brands tell consumers what to buy and people back off and do the opposite
All of the above contribute to so many loyalty programs becoming costly and detrimental to brands. We believe our strategy
and thought leadership on the subject is an excellent jumping off point for brands to turn this around.
Curious how to make a loyalty program work for your clients? Have a look at the following presentation to see how our
approach is different.
3© MEplusYOU, 2013. All rights reserved.
4© MEplusYOU, 2013. All rights reserved.
5© MEplusYOU, 2013. All rights reserved.
6© MEplusYOU, 2013. All rights reserved.
7© MEplusYOU, 2013. All rights reserved.
8© MEplusYOU, 2013. All rights reserved.
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9© MEplusYOU, 2013. All rights reserved.
Tim Rumpler
Senior Vice President
MEplusYOU
12404 Park Central Dr., Suite 420
Dallas, TX 75251
o: 214.224.1072
m: 214-215-6291
f: 214.224.1100
www.MEplusYOU.com | @mpyagency
For more information or to get a copy of The Path to
Loyalty infographic, just shoot us a note and we’d be
happy to share!