Any avid baseball fan knows of the winning philosophy of legendary manager Earl Weaver of the Baltimore Orioles. His teams were known for great pitching and defense, but scored their runs waiting for the three run home run. Weaver tolerated strikeouts (failure), knowing that the three run homer would more than make up for it.
I've found marketing and programming success to follow the same recipe. Capturing the big event, the larger-than-life, make-them-talk moment is the key to establishing a market presence and ultimately, to winning. That's not to say that day-to-day execution is unimportant, but those are singles. And while singles are useful, it takes a lot of them to score three runs.
What does this have to do with loyalty programs? A lot. You have probably heard your [eco] solutions team explain that your offers are far more important than your actual give-aways. Focusing your attention on making a deep and meaningful impact on your members through offer, incentive and promotion is a winning proposition.
That's why showcases are such a powerful tool for almost all programs. Showcases create possibilities, those special "I'd Play For That" moments that capture members' imagination. Showcases provide you the ability to hit a three run homer not just with one segment of your audience, but with ALL of your audience.
Your reward is engagement, and loyalty. Let us help you create your showcase strategy and brainstorm ideas for your next series of showcases.
To learn more about how showcases work and how you can create new revenue, visit the M2O Resource Center and contact your [eco] solutions team.