Incentivizing customers to engage and become brand loyalists is the holy grail of contemporary marketing. Player Loyalty CRM Manager, Liz Bowles Button of North Carolina Education Lottery, shared how
they solved the first-party data challenge by appealing to their customers' love of chance with a gamified program. Likewise, she shares the winning strategies for keeping players engaged beyond the
transient ticket purchase.
How are digital dollars moving your customers to action? Franchisees need to know exactly where their ad money goes and show results - quickly! Liz Bazner, the director of digital at A&W Restaurants,
tells us how in the past few years A&W has been doing just that since moving to a cost-per-visit measurement model for their campaigns.
Incentives, discounts and loyalty points are all well and good when getting a loyalty app program off the ground, but over the long haul it takes diversification of benefits and deeper kinds of
interaction to engage the loyalist and make them feel special outside of direct use of benefits. A veteran of Amazon's Prime program, Starbucks and currently KFC's Director of Digital Strategy, Ashley
Travis, shares the lessons of true loyalty.
Money used as an incentive yields positive results up to a point. However, when money is not the optimal reward to get extra effort from people, when considering financial efficiency, ROI, or total
results, there are superior alternatives to cash for incentives.