Mobile Gamification to Create Brand Loyalty


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Are you looking for creative ways to promote your retail location. Find out how to use gaming mechanics and mobile marketing to increase your customers and acquire new ones.

This presentation was originally designed for the International Internet Marketing Association's Fusion conference in 2011.

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  • Canadians Love Loyalty!
  • Do people know what push notifications are?
  • Mobile Gamification to Create Brand Loyalty

    1. 1. Presented by Vincent Ng of RewardMe @VincentNg
    2. 2. <ul><li>1) Gamification and the use in Loyalty Programs. </li></ul><ul><li>2) How to engage customers with Mobile Loyalty Marketing. </li></ul><ul><li>3) Location Relevance and Timing in Capturing Customers. </li></ul>
    3. 3. Special thanks to Bunchball for lending us the definition and image .
    4. 5. <ul><li>Reward </li></ul><ul><li>Status (Bragging Rights) </li></ul><ul><li>Achievement </li></ul><ul><li>Self Expression </li></ul><ul><li>Competition </li></ul><ul><li>Altruism * </li></ul><ul><li>Ultimately people play games for intrinsic reasons first and foremost, and then for extrinsic rewards. </li></ul><ul><li>BUT when both intrinsic is tapped and then extrinsic is added on, this becomes a powerful driver. </li></ul><ul><li>(These are also the mechanics of Reality TV Shows like Survivor.) </li></ul><ul><li>*Courtesy of Bunchball . </li></ul>
    5. 6. <ul><li>In Games You: </li></ul><ul><li>Collect Points </li></ul><ul><li>Present Challenges </li></ul><ul><li>Increase to more difficult Levels </li></ul><ul><li>A form of competition, either against time or an “enemy.” </li></ul><ul><li>Get Rewards </li></ul><ul><li>Some form of Randomness and Pleasant Surprises </li></ul><ul><li>Community involvement (Example: WOW) </li></ul>
    6. 8. <ul><li>After People have made a purchase, they scan a (QR/2D code) and then from there they earn points. </li></ul><ul><li>More points they collect the bigger the reward, </li></ul><ul><li>Collect points for referring a customer successfully to a business. </li></ul><ul><li>People who use the program get special discounts that only they know about through push notification. (Exclusivity) </li></ul><ul><li>Time Based Rewards (check-in 5 times in the next 7 days for a SuperReward and then 30 days to redeem it. </li></ul>
    7. 9. <ul><li>Collect Points for “Check-ins.” </li></ul><ul><li>Bring Friends Along to collect points through “bumping” phones. </li></ul><ul><li>Achieve Tasks to Get Points (Such as taking photos, leaving comments, and achieving goals.) </li></ul><ul><li>An organization can give real rewards if tasks are completed. Tiered Rewards are possible. </li></ul><ul><li>Collect Badges </li></ul><ul><li>Social Sharing </li></ul>
    8. 10. <ul><li>You “Check in” at a location. </li></ul><ul><li>You get points. </li></ul><ul><li>If you collect enough points you become mayor for that location for a limited time. </li></ul><ul><li>You lose your status if you don’t continue going. </li></ul><ul><li>Earn Badges </li></ul><ul><li>If the a venue within </li></ul>
    9. 11. <ul><li>In Games You: </li></ul><ul><li>Collect Points (All of them) </li></ul><ul><li>Present Challenges (all of them) </li></ul><ul><li>Increase to more difficult Levels (SCVNGR) </li></ul><ul><li>A form of competition, either against time or an “enemy.” (Foursquare + Mayorships) </li></ul><ul><li>Get Rewards (RewardMe) </li></ul><ul><li>Some form of Randomness and Pleasant Surprises. (Push Notifications, Gowalla) </li></ul><ul><li>Community involvement (Social Sharing on Foursqaure, Gowalla and RewardMe Referrals) </li></ul>
    10. 12. <ul><li>Engages a customer into a more fun and emotional experience. (Think about eating at home vs eating out.) </li></ul><ul><li>People feel more intrinsically satisfied when they have earned a reward versus you just giving it out. Especially a real one. </li></ul><ul><li>They think about your brand more often, and more frequently when the “game” is fun. </li></ul><ul><li>It gives them more reasons to tell their friends about your place. </li></ul>
    11. 14. <ul><li>Environmentally Friendly. Plastic cards get thrown out all the time. </li></ul><ul><li>Saves a lot of money in the long run. Plastic cards can range from a few cents to a few dollars depending on the feature </li></ul><ul><li>You don’t compete for physical space in a wallet. </li></ul><ul><li>Affordable for small and big businesses. </li></ul><ul><li>Loyalty programs when executed properly and staff are trained can get around 2% of ROI according to the Wall Street Journal. </li></ul>
    12. 16. <ul><li>There were approximately 57 million active memberships for loyalty programs in the Retail industry in Canada. </li></ul><ul><li>Canada is saturated with them! And for a country that has about 34 million people, we have about 120 million Active Loyalty memberships. </li></ul>
    13. 17. <ul><li>Reward Customers that check-in to your store the first time. The first thing that happens in Mario is you get a mushroom. </li></ul><ul><li>Tier your rewards program so that you reward every 5, 10 th and 15 th visit. </li></ul><ul><li>Don’t be stingy, don’t give 5% off after your 10 th Visit. That’s a slap to the face to consumers. </li></ul><ul><li>Choose a program that allows referral features, and give points for referring if it’s an option. </li></ul>
    14. 18. <ul><li>Send Push Notifications to let your customers know about exclusive deals during slow times. Exclusivity and status are intrinsic motivators. </li></ul><ul><li>Have relevant rewards that appeal to your customer and not just any old thing. </li></ul><ul><li>Reward the best customers with other fantastic rewards like vacations, or spa packages. (Example, the first person to get 50,000 points and shows us gets a free trip to Vegas.) </li></ul>
    15. 20. <ul><li>Location Based Marketing tracks you based on your GPS location. </li></ul><ul><li>People want to get deals that are nearby their work and places they live. </li></ul><ul><li>When mobile can aggregate all the rewards that are nearby, customers are curious to try them out. </li></ul><ul><li>Some business work great with a small geography such as restaurants, but some need large geography like a clothing store. </li></ul>
    16. 21. <ul><li>Gamification is about Engagement with Your customers and making the experience an intrinsic reward. </li></ul><ul><li>Gamification with lack of real awards will bore people eventually, give them great real reward incentive. Make sure you reward is relevant to your customers. </li></ul><ul><li>Choose a mobile platform that allows for you to communicate with your customers within a certain radius such as RewardMe, FourSquare. </li></ul>
    17. 22. <ul><li>Questions? </li></ul><ul><li>You can find me on Twitter at </li></ul><ul><li>@VincentNg </li></ul><ul><li>E-mail: </li></ul><ul><li>Phone: 604 782 0801 </li></ul>