If you're like every other American consumer, you're carrying at least one loyalty program membership card in your pocket or virtual wallet; most of us are actually carrying five or more. Loyalty programs are now an expected part of most brand experiences, but defining the right mix of status, intrinsic and extrinsic benefits and relevant communications -- while also addressing the shifting demands of emerging Gen Y consumers -- is an increasing challenge. It's also the science of Next-gen Loyalty Marketing.
Persuasive Design is the art of helping people get what they want in the context of your business. Persuasive Designers work from a bias of user-centricity guided by a deep understanding of how the human brain works, with a liberal injection of "game thinking" and gamification as well.
Designers of highly successful things (cars, appliances, video games) have applied Persuasive Design for years. The principles of Persuasive Design can be applied to less "thingy" systems, including consumer loyalty programs, through a proven lab experience. Motivation programs designed using this process have achieved industry recognition (including a 2012 Incentive Magazine Best in Show award and a 2014 Loyalty Expo Best in Show award) as well as having outperformed their competitors in hard success metrics.
The Workshop
This Workshop will lead you through the fundamentals of Persuasive Design for Consumer Loyalty, with the goal of enabling you to turn your loyalty program into an emotional pathway between you and your best and high-potential customers. Loyalty Marketing expert Barry Kirk and Persuasive Design expert Bill Hennessy, co-creators of the Maritz Persuasive Design Lab, will lead you through a 3-phase workshop covering such topics as:
1. Next-gen Loyalty 101
2. Persuasive Design for Loyalty
3. Gamified Loyalty
What You’ll Learn
At the end of this workshop, you will be able to:
Barry Kirk is VP of Consumer Loyalty for Maritz Motivation Solutions, a former Sr. Director of Digital Strategy for gamification provider Bunchball, and a highly respected speaker and practitioner in the loyalty industry. Bill Hennessy applies his background as a software architect, motivation expert and prolific blogger to the larger issues of Persuasive Design for loyalty, incentive, and engagement programs. Bill is also author of "Weaving the Roots: How to Maximize Your Social Media Impact" by HarperCollins.