Tag: Customer Loyalty

Registration is Key to Program Success

registration is key to program successRegardless of the type of incentive or recognition program being designed, a key element of a successful program is successfully registering your targeted participants. In a recent blog by Roy Bergameska of Deluxe Corporation called “Reward Program KPIs: How to Measure Registration Success,” the author tackles this key element to getting a program off the ground.

We spend quite a bit of time on helping our clients design a successful recognition or incentive program that will help their business grow or reduce costs to the bottom line by improving efficiencies. However, it is important to follow through on your program design to make sure that the targeted participant base is engaged in the program and excited to participate.

We primarily utilize targeted, personalized and branded email communications to the selected participant base inviting them to follow the link to complete their registration in the program. One key element here which is pointed out in the blog is that between the content of the email itself and the content of the landing or welcome page, you need to “sell” your program to the participant.

Does “selling” the program mean that you need to tell your prospective participant everything about the program? Probably not. The key here is to tell them just enough about the program that they are interested enough to complete the registration process and enter the site where they can find out more about the program. Like any elevator pitch when you are having an initial conversation with a prospective client, the message should be concise and easy to understand.

Another element here that is mentioned in the blog is to never assume that the communication itself is perfect the way it is constructed. Try some different messaging and see how they impact the registration percentage. A simple change of a key word or phrase could be the missing element to get the group excited to participate.

Finally, this blog does a good job of answering what a successful registration percentage is for your program. This percentage will vary greatly depending on the type of the program as well as the industry itself. This blog is specifically about a customer or channel program. According to them, an average registration rate would be 21-40% of the potential registrants. Anything over 40% would be considered high. I believe that is a good standard to use as well. That may sound low, but these will be your early adaptors that will help generate momentum for your program. Others will follow over time, but you will likely never approach 100% registration.

These key elements of keeping the message simple and tweaking the message are consistent throughout various elements of a successful program. Companies change over time and the focus of the company will vary over time as well. It is important to make sure your incentive program is tweaked to keep your participants focused on the areas that you are targeting to help your business grow.

Walk the Talk – Important to Customer Retention

You’ve probably heard the saying that it’s much more expensive to acquire a new customer than to retain an existing one.  Brandon Carter, in this post – Customer Retention: Cheaper than Acquisition; Still Not Easy – points out that while retention might be cheaper, it isn’t easier. We have all heard that existing customers are… Read more »

Launching Your Incentive Program

Events are FUN! Michelle and I discussed the other day our love of planning different types of events. From cook outs and dinner parties for family and friends to races, appreciation luncheons, or recognition and incentive program kick-offs. Kick-Off events get people excited. Whether you are launching casual Friday, an incentive program or your new website,… Read more »

Happy Birthday, Elvis: Recognition and the Memphis Experience

Elvis Aaron Presley was born on January 8, 1935 in Tupelo, MS.  He and his parents moved to Memphis in 1948 and following graduation from Humes High School in 1953, Elvis began his singing career with the legendary Sun Records label the next year.  Elvis’ musical influences were pop, country, gospel and the R&B he… Read more »

Hiring Your Weaknesses and Incentive Program Success

I watched an interview recently of an entrepreneur who started a business based on a very creative and innovative idea, and now, several years later, she is a multi-billionaire.   She talked in the interview about her strengths being creativity and design, as well as never being afraid to try, even if failure was the end… Read more »

Channel Sales Incentives and Free Parking – a Practical Lesson

Ease-of-use is an oft-cited and arguably overworked term.  But in my experience, ease-of-use can many times facilitate frequent use.  Here’s one example. How often have you set out on a shopping expedition, errand, dining experience, etc., and been frustrated by the inability to find a parking space near your desired destination? Or, if you were… Read more »