Scott Meldrum, HypeCouncil
Bob Troia - Affinitive

Scott Meldrum

HypeCouncil works with major brands to develop rewards programs for loyal customers. Some key points:

REWARDS

R - Relevance
Based upon customer demos and the brand. Think about a hybrid vehicle, obviously not every customer would receive a car. Remember to ask the customer, 'what do you want?'

E - Exclusivity
Involve them in the process. It's not always about discounts. Many loyal customers want to establish a closer association with the brand. Give them the inside track.

W - Win-Win
What's good for you customer is good for the brand.

A - Advocacy
Deliver rewards that build brand champions. Do not reward with monetary items. Strike a balance so that advocates don't push too hard. Don't give away a large item, i.e. if you were giving away a vehicle you might end up getting 10,000 people who aren't loyal to you brand attempting to 'win'.

R - Relationship
You are working with fans, so there is an emotional aspect to the relationship that is sometimes hard to quantify. Sometimes is not about marketing it's about sharing.

D - Deliver on the Promise
Once again it's a relationship, deliver what you promise. Don't violate the trust.

S - Simplicity
speaks for itself

Bob Troia

There are a number of rewards program, but what are you rewarding...(Bob talks very fast....too fast)

Social Capital - your sphere of influence
Social Currency - things that help you make connections

Co-creation: allow you customers to help develop the product.

Items in a video game were named by members of the community. They were also given assets to create their own items. This led to anticipation of the game.

There was a point incentive system as part of the program but there was a low redemption rate only 29%. Also many were reluctant to 'cash-out' their points because they points were associated with status.

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