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.
Registration
5:30-6:15pm
The Hunt
6:30-8pm
Hunt Wrap-up Party
8-9pm
These shortcuts, or heuristics, are useful, and often, they work well. But for every rule there is at least one very important exception; times and situations in which people act in unexpected and counter-intuitive ways, the complete opposite of what you predicted. Statistically speaking, paying most attention to group behavior is fine. But sometimes the outliers are telling us something really important about the underlying motivations or characteristics of a subset of our audience, and sometimes not reaching that subset of people, or understanding what causes their behavior, carries a high cost.
I will be discussing three very different, and very critical, instances of ‘outlier behavior’ –explaining why they defy the norm, how you can identify these situations from the beginning, and some alternate strategies that can work with these outlier groups or conditions. Finally, I will talk about motivation types in the broader sense—those who are most and least likely to respond to incentives, why punishment doesn’t work on some people, and the difference between Happiness and Meaning as driving forces behind individual behavior.
More employees are engaged in their work and are intrinsically motivated to pursue loftier career aspirations
Facilitates immediate access to subject matter experts anywhere
Offers real time updates on the creation of client value
Define their measurable business objectives and determine how gamification will help them to achieve their objective
Weave a story or theme to make the training stickable – so that players remember facts and transfer skills to real world scenarios
Create the right mix of ingredients and next steps in their learning activities to allow the participants to acquire knowledge and skill
Identify the game elements (points, badges, leaderboards, etc.) and game mechanics (chance, competition, collaboration, rewards, etc.) they will use
Construct a consistent, attractive - even charming and captivating - cohesiveness that ties the entire project together
The restaurant industry is notorious for high employee turnover, costing eateries like Applebee’s significant time and money for repeated employee recruiting and onboarding. To combat this churn, RMH Franchise Corporation, one of the largest franchisees in the Applebee’s system, turned to gamification. The franchise created “Bee Block,” a website powered by Bunchball, to drive employee loyalty and engagement. Upon hire, each employee is given a profile complete with a trophy case to honor their accomplishments and a page of leaderboards to see where they stand compared to their peers.
Whilst engaging employees, RMH found they could also increase food and beverage sales with gamified competitions, both within each restaurant and across the franchise. Legacy competitions required restaurant managers to collect and post data manually at the end of the night. The new gamified challenges are automated and broadcast in real-time via leaderboard screens placed throughout select restaurants. RMH has seen great success in the adoption of the program in 111 restaurants so far and plans to expand it throughout all of their 138 Applebee’s restaurants this June.
This presentation by Robin Jenkins, Regional Marketing Manager at RMH, will address common challenges faced in the restaurant industry and demonstrate how gamification can be leveraged to drive not only engagement among hourly workers, but also sales, thereby reducing employee turnover costs, strengthening company culture and selling more Cowboy Burgers all the while!
You get paid for that? Is it possible to have fun in a large corporate setting? Can joy be brought into the workplace? For the last few years we have been conducting an informal social experiment utilizing gamification (before we knew what it was) in our corporate training modules to encourage participation, engagement and enjoyment. Along the way we discovered that what we were doing was not only an effective training method, but also had a name: arbejdsglaede. Arbejdsglaede is a Scandinavian term for happiness at work. Happiness leads to greater productivity, health, creativity and success at work. While the results of our “experiment” exceeded our expectations, there were also failures and obstacles along the way which impeded our progress. This presentation features some of our favorite stories from the journey and highlights and illustrates the transferable techniques we have utilized over the last five years in Boeing IT as well as new approach to Agile metrics we are piloting in 2014.
Stop chasing that shiny ball! We all love games, but too much emphasis on gamification can distract marketers from the business bottom line. When it comes to fun and games, how much is too much?
Jeff Berry, Senior Director of Research & Development at LoyaltyOne, will explore how LoyaltyOne has taken a step back from gamification to consider their engagement strategy across various stakeholders – from their customers, to their associates, to their loyalty program sponsors. Gamification has served as a successful engagement tool time and time again, but only in its proper place as part of an overall package. Join Jeff has he explores the “ins and outs” of gamification and how it fits into a greater engagement strategy.
This presentation is a practical deep dive on design tactics that harness the power of user persuasion in their products. Designers, product managers, and marketers: this one’s for you.
For all of us seeking to change behavior – whether we’re marketing products or driving employee engagement – there’s a lesson to be learned from Dr. Neil deGrasse Tyson’s experience. Just when we think our audience could care less, there’s a way to access their drive for higher purpose and trigger lasting change.
In this highly spirited and one-of-a-kind keynote, we’ll learn Dr. Tyson’s secrets for building and driving this amazing transformation in people, and he’ll share his hard-fought insights about how you can too. Regardless of your industry, function or specific focus, if your job involves changing behavior and driving engagement, this is a discussion you won’t want to miss.
• How to tear down silos and build the internal partnerships necessary for success?
• The 10 critical metrics you need to capture –and how to do it?
• Easy ways to make those metrics actionable
• The three tell-tale signs that it’s time to refine