1. 7 CAMPAIGNS EVERY
LOYALTY PROGRAM NEEDS
RECIPROCITY
We are bound by an overpowering anthropological
obligation to return a positive gesture with a positive
gesture of equal measure.
COMMITMENT & CONSISTENCY
We tend to honor our commitments and value
consistency, even once the original incentive or
motivation has been removed.
SCARCITY
Limited availability of an item or offer increases its
perceived value. Motivate member response through
time or quantity-limited promotions.
{
{
{
{
{
{
{
And the behavioral psychology that makes them work.
LIKING
We are naturally attracted to people and companies
we like. Create a friendly first impression with early
engagement and positive reinforcement.
© 2015 Aimia Inc. All Rights Reserved.
PEAK-END EFFECT
Exceptional experiences (peaks) and fantastic
finales (ends) are most retained in the aftermath
of an event. Make rewards memorable.
SOCIAL PROOF
The more people doing it, the more powerful
the pull. Seeing “people like me” receiving the
benefits is a powerful motivating factor.
LOSS AVERSION
People experience loss at double the magnitude
of gain. Emphasize what is at stake when a
member’s engagement begins to lapse.