1、How to Create Unforgettable Customer Experiences EBOOKUsing Loyalty Amplifiers to Boost Acquisition,Engagement and Brand Advocacy Table of Contents1Introduction 2Creating A Successful Customer Engagement Strategy 4Acquire More Customers With Ease7Drive More Engagement With Your Brand10Win More Fans

2、And Promote Greater Brand Advocacy13Collect More Zero-Party Data16New Engagement Trends:The Metaverse And NFTs19Create Unforgettable Customer Experiences 1ebbo How to Create Unforgettable Customer ExperiencesIn todays landscape,consumers decide when and where to interact with brands and marketers ne

3、ed more than traditional tactics to engage them and build ongoing relationships.One way to create unforgettable customer experiences that drive greater engagement in your loyalty program is through the creative use of incentives.Not only do 74%of consumers say they are likely to join a loyalty progr

4、am if joining entered them in a sweepstakes to win a prize,but 81%would likely return to a loyalty program site if there was updated content available each month/quarter.*Brands need to think outside the box of conventional incentives for loyalty programs and other engagement campaigns.When executed

5、 with creativity and brand alignment,loyalty amplifiers like sweepstakes,contests and gamification can significantly enhance the traditional ways brands are driving engagement and motivate specific consumer behaviors.You can use a number of different incentives to generate highly engaging and memora

6、ble experiences.And the benefits go far beyond simple customer engagement or acquisition.You can also use these strategies to change consumer behavior,create brand advocates,acquire zero-party data and build better long-term relationships with your customers.Keep reading to learn:How to create a suc

7、cessful customer engagement strategy How to acquire,engage and retain customers using sweepstakes,user generated contests,gamification and more How these strategies can help you collect valuable zero-party data New trends in the engagement world,such as participating in the metaverse and NFTs How ma

8、jor brands are successfully putting these solutions to work*ebbo Loyalty Program Incentives Consumer Survey,March 20222ebbo How to Create Unforgettable Customer ExperiencesCreating a Successful Loyalty Amplification Strategy CHAPTER 13ebbo How to Create Unforgettable Customer ExperiencesWhat is your

9、 objective?Knowing your business objective is critical.Whether its acquisition,engagement,advocacy,data collection,education or behavior modification,your objective is what will determine the right amplifier type,length of the engagement and creative approach.What do your customers care about?For a

10、successful engagement campaign,you need to ensure your incentives will appeal to your customers.Do your research and understand what motivates your customers most whether thats early/exclusive access,experiential rewards trips,events,services,physical goods brand products,aspirational goods or monet

11、ary rewards like cash or gift cards.What is your media strategy?One of the biggest mistakes we see brands make is not investing enough in their media strategy.A good rule of thumb is to spend the same amount on your media strategy as you do on your engagement campaign(including prizes).Also,consider

12、 partnerships,influencers and other ways to reach more consumers.Creating a loyalty amplification campaign can be a lot of fun.Its a creative endeavor that,when done right,generates a high level of interest from consumers.However,before you begin the brainstorming process of what your campaign will

13、entail and how youll incentivize it you need to determine a few key things:With the foundations of your strategy in place,youre now ready to move to executing that strategy.In this guide,weve highlighted some of the most common objectives for loyalty programs as well as what types of amplifiers and

14、best practices can help you achieve these objectives.4ebbo How to Create Unforgettable Customer ExperiencesAcquire More Customers With EaseCHAPTER 25ebbo How to Create Unforgettable Customer ExperiencesWhether the objective is to acquire more customers,email addresses,social followers,loyalty member

15、s or mobile app users,sweepstakes and instant win contests work extremely well.They are also cost-efficient.With contests,you can invest in a small set of prizes and still get a lot of people to participate.In fact,45%of incentive-inclined consumers have made a first-time purchase from a brand becau

16、se of a sweepstakes or contest.*And 68%of millennials said they would switch from a brand theyve regularly used to one that offered better incentives.*Capture a unique identifier at registration to allow for a simplified login experience on return visits.Allow for daily entry to encourage a higher v

17、isit frequency and more time spent with the brand.Offer additional entries for sharing with friends and family to increase reach.Include several prize tiers beyond a grand prize to increase the number of winners and improve the perception around the odds of winning.Leverage pre-checked email opt-in

18、to bolster acquisition effortsBest practices Pro tip Dont overdo the sweepstakes grand prize!In our experience,65%of participants will participate for$10K versus only 64%will participate at$50K.Bigger isnt always better when it comes to prize value.*Incentivized Engagement Data Study,PrizeLogic,2018

19、6ebbo How to Create Unforgettable Customer ExperiencesHow to create unforgettable acquisition campaigns Acquisition campaigns do best when they have a clear theme,align with your brand and reflect your customers interests.The CapitalOne“Free Lunch for a Year”campaign and the JBL Fest Sweepstakes are

20、 great examples of following these guidelines to increase acquisition.CapitalOne:“Free Lunch for a Year”campaign To increase customer acquisition on its mobile app,CapitalOne created a campaign with the premise that people would have time to eat lunch if they didnt have to run to the bank during the

21、ir lunch break to make a deposit.To encourage customers to skip the branch,each time a customer made a deposit on their phone,they were entered to win a free lunch for a year.JBL:Mega music fest As a brand centered on creating great listening experiences,consumers could select an avatar to represent

22、 themselves in a virtual music festival,and one avatar was selected daily to instantly score a JBL brand product.All virtual attendees each day also earned a chance to win a trip to JBL Fest in Las Vegas.To drive sales,participants could upload JBL product receipts from participating retailers on th

23、e VIP sweepstakes site for a chance to experience JBL Fest like a true A-Lister.7ebbo How to Create Unforgettable Customer ExperiencesDrive More Engagement With Your BrandCHAPTER 38ebbo How to Create Unforgettable Customer ExperiencesThe more engaged customers are with your brand,the more likely the

24、y will stay loyal to it.In our experience,trivia,polls,quizzes and user generated content(UGC)can significantly boost customer engagement.In fact,when the most shared Facebook content types were analyzed,quizzes were by far the most popular.They garnered an average of 51,968 Facebook shares(likes+sh

25、ares)compared to the average top article,which only had 15,527 total shares.*Adding an incentive to one of these content formats can further boost engagement.In a recent study,61%of consumers said they had engaged with a brand on social media in exchange for an incentive.*Fuel friendly competition,a

26、nd virality,by encouraging consumers to share their scores or results.Change out questions on a daily or weekly basis to increase frequency of participation.Include“hint”functionality where consumers can click to learn more on the brands website before answering a question.Best practices Pro tip Tri

27、via,polls and profile quizzes can be one-time use,or questions can refresh each visit or at set intervals throughout the engagement period.*Neil Patel,“The Science Behind What People Love to Share on Social Media,”Kissmetrics,accessed Sept.7,2022.*2022 ebbo Customer Loyalty Data Study.9ebbo How to C

28、reate Unforgettable Customer ExperiencesHow to create unforgettable engagement campaigns Engagement campaigns that let peoples personalities shine through,make them feel included or part of a crowd or offer them insights into themselves or others drive higher engagement.Here is a look at how two maj

29、or brands have built unforgettable experiences that boosted customer engagement.Kia:Seltos launch To incentivize Kia customers and first-time buyers to engage with its brand and learn more about the new Kia Seltos,Kia created a multi-action dashboard that included activities like Play-Per-View video

30、 trivia and a prize wheel game that gave consumers the opportunity to instantly win prizes.There was also a poll and survey to gather actionable first-party data and insights.All activities were curated by Kia to stimulate engagement and increase demand when the new car launched.Redbox:Winter spin T

31、o increase engagement and loyalty app usage during busy movie theater times(when less people are renting movies),Redbox offered a range of incentivized activities via its mobile app to Redbox Perks members.With a chance to earn Perks points and instantly win Roku devices and movie-night goodies,the

32、program was so successful the brand relaunched the campaign to drive sales during winter and summer for the following five seasons.10ebbo How to Create Unforgettable Customer ExperiencesWin More Fans And Promote Greater Brand AdvocacyCHAPTER 411ebbo How to Create Unforgettable Customer ExperiencesIf

33、 you want to focus on increasing brand advocacy,hashtag campaigns,UGC and referral campaigns are three of the best tools.UGC contests allows participants to create and share their own content through an engagement experience.Content can be in the form of pictures,videos or essays.Consumers can eithe

34、r share content to earn a sweepstakes entry and/or instant win play or to enter a contest.Adding a voting/sharing/referral element can significantly boost advocacy.Our own data shows that,on average,45%of participants will vote,whereas only 25%of participants will upload a UGC photo.Provide content

35、creation tools to make content creation/sharing easy(e.g.,provided images and sayings that can be combined to customize).Select themes that are readily accessible(e.g.,share a picture of your family having fun in general vs.something specific like share a picture of your family in a hot air balloon)

36、.Stick to categories that perform well pets and kids are the top performing categories.Incentivize voting(if included)to increase participation.Seed the gallery,if included,to provide inspiration and ensure there is content available to view at launch.Best practices Pro tip Use sweepstakes(random dr

37、awing)or full contests(judging by the brand)to determine the UGC winner.12ebbo How to Create Unforgettable Customer ExperiencesHow to create unforgettable engagement campaigns To stimulate greater advocacy,you need an enticing call-to-action and incentive.Heres a brand that has these things dialed i

38、nto its brand advocacy campaign.Victorias Secret:Using member referrals to boost loyalty program enrollment To acquire new loyalty members during the holiday shopping season,Victorias Secret VIP members could play Santa for the holidays and gift a free Secret Reward card to a friend.To create a sens

39、e of urgency,supplies were limited,so aspiring Santas had to act fast to send a reward once the promotion went live.The lucky recipients received surprise emails inviting them to claim a reward from their Secrete Santa ranging from$10 to$500.13ebbo How to Create Unforgettable Customer ExperiencesCol

40、lect More Zero-Party DataCHAPTER 514ebbo How to Create Unforgettable Customer ExperiencesData offers brands many benefits it allows you to target the right customers and provide them with a more personalized experience,which in turn helps with customer acquisition,engagement and retention.Trivia,pol

41、ls and quizzes are one of the best ways to gather a rich data set that can help you learn more about your customers preferences,but sweepstakes and instant wins also perform well for gathering data like names,email and mailing addresses and phone numbers.But according to Forrester research,the major

42、ity of marketers say data deprecation has made it more difficult to acquire customer data.Consequently,90%of marketers are actively responding to data deprecation by planning to capture zero-party data.Moreover,the majority of marketers(59%)plan to run sweepstakes and giveaways to capture more zero-

43、party data.Collect data that aligns with the promotion and would feel logical for you to ask consumers to provide.Offer incentives or rewards that will compel to your customers to give you their data.Analyze your data for completeness and find new ways to fill in meaningful gaps through customer eng

44、agement.Best practices Pro tip Zero-party data collected from promotions can help you build 360-degree consumer profiles so you can make more informed decisions,identify opportunities and create compelling consumer experiences.59%of marketers plan to run sweepstakes and giveaways to capture more zer

45、o-party data15ebbo How to Create Unforgettable Customer ExperiencesHow to create robust data collection promotions The key to getting customers to hand over accurate data is offering them an incentive they want.As these brand examples show,relatable and relevant incentives work best.Disney:Stick Fig

46、ure campaign collects zero-party data With a primary objective of growing their database,Disney created a stick figure campaign.The campaign let fans create and personalize Disney-themed stick figure families.In exchange for providing Disney with personal information,people would receive a free stic

47、k figure sticker of their family.The more someone provided,the more customization options theyd receive,further incentivizing them to share more data with Disney.Zillow:Home design style quiz leads to more customer data Zillow incentivized consumers to share their home design preferences using an im

48、age-based personality profiler.Participants select which home design options best represent their tastes for a chance to instantly win Lowes e-gift cards and Zillow builds a richer CRM database with a better understanding of what types of mortgages,style of homes and more each customer prefers.16ebb

49、o How to Create Unforgettable Customer ExperiencesNew Engagement Trends:The Metaverse And NFTsCHAPTER 617ebbo How to Create Unforgettable Customer ExperiencesPromotions that use the metaverse or incorporate NFTs can be a great option if your brand wants to position itself as forward-thinking.Since t

50、he metaverse and NFTs are still in their infancy,there can be a learning curve,but theres also a real opportunity to be an early adopter and stand out from the crowd,especially with younger generations.In fact,65%of consumers indicated an interest in engaging with a brand in the metaverse,with 83%of

51、 Gen Z and 79%of Millennials saying they were interested.ix Likewise,57%of consumers say they are interested in NFTs,including 74%of GenZ,73%of Millennials and 59%of Gen X.*Metaverse The metaverse is a set of interconnected virtual reality worlds where people can create,explore and socialize.The ter

52、m doesnt refer to a specific type of technology but rather a broad shift in how we interact with technology.NFTs Non fungible tokens(NFTs)are digital assets that show ownership of a digital or real-world item,like an image or video.NFTs can be bought,sold or traded just like real-world items.What ar

53、e the metaverse and NFTs?Make the most of the metaverse The metaverse is still being developed and defined,so it requires a willingness to experiment and learn.But companies like Walmart,Adidas and Miller Lite are already investing in the metaverse capabilitiesand more brands are sure to follow.When

54、 deciding whether the metaverse is the right strategy for your brand right now,its important to consider your target audience and whether engaging with a brand in the metaverse would likely appeal to that audience.*2022 ebbo Customer Loyalty Data Study18ebbo How to Create Unforgettable Customer Expe

55、riencesNFTs:A strategic play for the right audiences While over half of consumers(57%)indicated an interest in digital assets,the other half(43%)said they had no interest.xi The moral of the story here is that for the right brand with the right audience mainly Gen Z and millennial s NFTs can be a va

56、luable tool.However,to succeed with NFTs,its important to make sure that your NFT has perceived value to your customers.Create a sense of urgency with a limited supply or other interesting elements,such as being able to use the NFT to gain status or access,to increase engagement.MillerLite creates a

57、 memorable metaverse experience MillerLite drove beer drinkers to its Meta Lite Bar in the metaverse to watch its“Big Game”ad in February 2022.The virtual experience,which took place in Decentraland,was the first-ever brand-hosted bar in the metaverse.In addition to the ad viewing,Miller Lite encour

58、age further customer engagement by allowing fans to pour a virtual beer from the“golden beer tap”for a chance to instantly win$500.The result was a memorable experience.This instant win contest offered consumers a chance to win a valued NFT,including those of professional football wide receivers and

59、 Team Milk.Customers could enter daily and earn an additional daily entry for uploading a receipt from their mild product purchase.MilkPEP:“Make the Trade”campaign 19ebbo How to Create Unforgettable Customer ExperiencesCreate Unforgettable Customer Experiences CHAPTER 620ebbo How to Create Unforgett

60、able Customer ExperiencesConsumers are willing to engage with brands and even share their personal data but there has to be some incentive for them to do so.Brands that can deliver experiences that are novel,exciting or highly rewarding to the consumer will see greater engagement and ultimately,grea

61、ter loyalty.Getting your loyalty strategy right and knowing that its working requires practice and refinement.The right partner,who has the experience to help you with best practices and can provide industry benchmarks,can shorten the learning curve.However you decide to approach boosting customer e

62、ngagement in your loyalty program,make sure youre delivering value and offering irresistible incentives.The payoff will be greater engagement,a wealth of customer data and loyal customers.ebbo How to Create Unforgettable Brand Experiences About ebboebbo is an all-in-one loyalty company that has help

63、ed leading brands build unforgettable customer experiences for over two decades.With our data-driven strategy,full-service approach and the unwavering support of the people behind our platform,our dedicated team will work with you to understand your loyalty goals,innovate solutions and help you build customer engagement on repeat.ebbo is headquartered in Rocky Hill,CT,with offices in Michigan and team members all over the U.S.If youd like to learn more about amplifying customer loyalty,visit to learn more.