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We live in a society where we always hear sayings like: “black and white”, “cut and dry” and my personal favorite, “either you’re in or you’re out”.
Another popular one is “what have you done for me lately?”. Whether it is at work, school, home or whatever you are in to, you are usually judged or managed based on the most recent action or development. At work, you get a pay check based on your sales for that week. At school, you get a report card for that last semester. At home, you get in the doghouse for not taking out the garbage or leaving your pizza box out by the TV. In marketing, there are differences in how we judge consumers that has really thrown me into a tizzy.
In a typical rewards program, the customer gets rewarded for their most recent transaction. Whether it is points for a hotel stay, or a gift card for spending $100 dollars- you are rewarded for your loyalty and usually directed back to the brand in one way shape or form.
But, you also commonly see programs offer even MORE to get you in the door. What does that say? To me it says, “Hey we want to give you free stuff to come in and do business with us, even though I haven’t before” as opposed to what I mentioned earlier, where you get rewarded for actually DOING business.
So I sit and think (I really don’t, well....that much.)…should I sit and wait for a “we haven’t seen you for a while” bonus offer? Or continue to do business with the companies I know, love and trust-expecting to get my rewards and benefits? In this chess game we call life, this is a move I have yet to stop and think about. But I most definitely still am playing to win (or whatever that means).
Please, economists and marketers alike…Give me direction!
Member Services Manager