Loyalty

Bi-lingual loyalty promotions that are culturally relevant create important points of difference among Hispanics. For example, Hispanic consumers generally place a high value on family and tradition so brands that integrate themselves into the family’s daily life tend to strike a chord with this group. Keep in mind that great diversity exists among Hispanics as do levels of acculturation and language preference (Spanish or English) of the target audience.

Marketers from the previous 3-4 decades deployed numerous tactics in order to achieve these objectives with TV, radio, and print media as the media channels of choice. Brand performance claims were rarely challenged or questioned because the media was deemed trustworthy. Today’s consumers, however, are more skeptical and are equipped with search tools that enable and equip them to evaluate brand claims for themselves.
In order for the post-modern consumer to make any form of mid-long term commitment they need to be understood. To truly understand, one firstly needs to build a relationship of trust. Have you ever noticed that when you share sensitive or confidential information with a friend they normally reciprocate? Well the same principles apply in modern marketing. It’s no longer a one way broadcast message all about the brand.
One company that does an excellent job of identifying and respecting customers as unique individuals is Weight Watchers. Instead of mass marketing, Weight Watchers emphasizes one-to-one marketing , on a mass basis. This is a fundamental shift from the traditional methods most marketers adopt. Customers who trust you will not only share their thoughts, but they also become passionate brand advocates amongst friends and family.

This is a major challenge for just about every loyalty program because participants have diverse lifestyles and backgrounds. A reward that is “cool” to one member, can be “lame” to another. The only way to address this dilemma is to offer members a wide selection of lifestyle rewards, preferably in real time, and with 24/7 access to the program. When members have the freedom to choose their own rewards, commitment and participation increase significantly.