Posted by
Barry Siskind
Community Manager
I just checked my wallet and counted up the number of loyalty programs I have signed up for. The total is ten and counting. Loyalty programs work and according to some industry insiders the numbers are growing by leaps and bounds. My loyalty programs really do influence where I shop so much so that my kids have labeled me a “points pig.”
Loyalty programs have been around for years but during the past decade there has been an explosion in the varieties and methods in which you can accumulate points; everything from airline tickets, accommodation, charities and merchandise..
My guess is that the exhibition industry has ignored the potential inherent in a loyalty program because our events are cyclical; once every year or two. But all that is changing. With social media, we have the ability to bring our exhibitions to our public 365 days a year. The benefits to our exhibitors and visitors are tremendous. The visitors will have an opportunity to learn about new products, see new innovations and engage with their community. The potential to fair management in a 365 day year is staggering.
The question is, as we move to a 365 day year, how do we ensure that sufficient numbers of visitors register and stay in touch. Perhaps the answer lies in loyalty programs.
For example, the next generation of loyalty programs will see a move away from individual plastic smart cards to digital. This means that everyone can load all their loyalty program details onto their PDA’s. Each time they make a purchase, they waive their smart phone at the vendor who downloads the pertinent information. At the end of the month – voila – the purchaser is now one step closer to their dream vacation. This new technology offers organizers the promise of real-time, geographically and demographically targeted communications.
Just consider the potential. By promoting future live events you are building the community you have been talking about. When people are rewarded every time they visit, they will come more often and if they like the experience they may bring their friends.
Maybe, just maybe…loyalty programs have found their way into the world of exhibitions.
Barry,
Great idea. I think there is a lot of merit in this topic. A few of the big European fairs do have VIP visitor programmes (not quite the same thing) and I seem to remember one UFI Marketing Award winner a couple of years ago with something close to a loyalty programme (Ispo in Munich I think).
However, I think the idea of linking social media, 365 day engagement, events and customer loyalty programmes has a lot going for it. I wonder who will rise to the challenge first?
Barry, I think you miss the mark that individual events, or even group producers, could or should do this. The events industry is so fractured it’s near impossible to even get consistent data and information about events. Should the industry associations step up and lead by opening up basic attendee connections (eg, for simplifying registration or lead retrieval), there could be huge benefits to everyone. But most behave in the same short-sighted profiteering manner as the commercial event producers. Going down the path of individual loyalty programs only fracture the business of data integrity further. As many industry folks that already deploy loyalty schemes will tell you, the benefits rarely outweigh the costs.
I must admit that I too am a points junkie.
My loyality to airlines, hotels, retail stores,and car rental companies has been greatly influenced by their acknowledgement of my existance and the free stuff earned that my family appreciates.All retail industries are doing it.
My children are now grown and remain loyal to Dad’s suppliers. So the points game is working. In the end, price and service must remain competitive or my loyality will stop, due in part to pressure from others who pay the bill.
The exposition industry can borrow a page from this strategy. The exhibit planners and suppliers can surely create a point system to build loyality for ongoing business. As stated, price and service must be competitive.This is an incentive and not a bribe.
Side note: I am a members of the Chicago Convention & Travel Bureau and they offer “Bureau Bucks” that are then redeemed for discounts to events and programs they offer for a fee.
HI Barry,
Hmmm. I know I use loyalty programmes all the time, and I have a smartphone. 🙂
My built in barcode reader app on my HTC Desire allows me to scan a barcode and see the product info etc. I’ve used it on magazine pages before, where a small square of data can be scanned too.
Just wondering whether product info could be digitally sent to iphone etc, discounts, fun stuff to interact with visitors, through Facebook, Twitter ahead of time building expectation and trust etc
Lots of things we could start to use with social media, mobile marketing etc.
Chris
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