Do Sweepstakes Build Loyal Customers?

May 3, 2011

In Bewitched (Columbia Pictures 2005) a dog played by Satchel is tested for loyalty between Isabel Bigelow and Jack Wyatt. Isabel has a trick up her sleeve, however, and she uses magic to lure the dog to her. Satchel hops over the dining table right into Isabel’s arms—despite the best efforts of a trainer standing off camera with a chain of sausage links and steak!

What does it take to build true loyalty? The guy with the best treats? The marketer with the most magic? It’s true, studies show that most people interact with brands in social networks for discounts and goodies. These work great to reward and measure customer purchase behavior, yet, what it really takes to establish a loyal base takes deeper root.

Loyalty, is faithfulness or a devotion to a person, country, group, or cause. (Wikipedia)

Sausages don’t seem to fit this definition very well.

Discounts and giveaways are a way to show customers they are valued. Often they’re well-earned. But building a loyal customer base from a sweepstakes is, well as they say, ass backwards. What you end up with are a bunch of empty-hearted form submissions from volumes of people who liked your Facebook page for a free trip not because they ever plan to use your product.

Look a little farther beyond your target demographic to build Facebook, Twitter, your email list etc. with customers and people who care about your cause or what your product is out to solve. Consider ways to capture them through the sales process and interactions with the company offline and online. Then, reward them with magical sausages.

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