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Using Gamification to Engage Your Brand Ambassadors
Marketers are using gamification through loyalty programs and behavioral economics to drive brand ambassador engagement.
Gamification is becoming more and more popular as marketers create better brand experience through gaming, loyalty programs and behavioral economics, with the aim of driving user engagement. Over 70% of Forbes Global 2000 companies surveyed said they planned to use gamification for the purposes of marketing and customer retention. It’s, at times, an addictive interaction for customers that yields results in the form of more sales, improved experiences, and intensified brand loyalty. Which is why it’s a great way to engage brand ambassadors.
With the gamification industry projected to reach $2.8 billion in revenue in 2016, here are 3 ways to use gamification to engage ambassadors:
With technology readily available at our fingertips more often than not, businesses can boost sales by easily rewarding brand ambassadors for referrals, purchases, shares, and more. A great example (that you might even be using) is My Starbucks Rewards loyalty program. Customers using the mobile app are rewarded with stars for every drink purchased, earning a free drink after a certain threshold is reached. Gold status customers are more likely to get their coffee at Starbucks each and every time, even becoming ambassadors by referring their friends and family to use the rewards program.
According to Fortune.com, “the ‘My Starbucks Rewards’ loyalty program now has 10.4 million active members, up 28% from a year ago, and those shoppers now account for about 30% of business in North America.”
The brand experience is one of the most important elements of a successful referral marketing program based on gamification. By breaking the process down into simple steps, giving recognition, leveraging competition, and creatively using rewards, companies can increase referrals from brand ambassadors and, ultimately, drive new sales.
Lunatik, a technology accessories company based in Chicago, engages their ambassadors with a fully branded experience with program levels, discounts for reaching different levels, and even commission-based cash. The referral program is easily explained in a quick video on their rewards page on their site and a mobile app makes it easy for ambassadors to always be engaged and connected to the program.
Building brand loyalty by adding gaming elements to your referral program is another inherent attribute to gamification. Encouraging continual engagement through points, badges, levels, and more, companies are able to keep brand ambassadors interested and loyal to their program. By motivating and rewarding interactions, brands are creating true loyalty.
Gamification is becoming a popular way to engage brand ambassadors and continue bringing in referrals and sales for companies. Gamifying your referral program can be just as valuable and profitable to your business when done the right way. As with any game, everyone loves to win!