A Loyal Follower
I’m a lover of VIP cards. There’s something about sashaying past the line of waiting onlookers at a New York nightclub that gives you a sense of pompous, unfounded (but greatly appreciated) night club nobility. Years ago, as other people collected stamps, antique vases and couture wardrobes I set my sites on acquiring a collection of elusive VIP cards. Do you know, if used properly you can live like a princess on a pauper’s salary thanks to these little beauties? It’s great for consumers but do loyalty programs and VIP cards really work? My answer is hell yes!
I was once at a function ‘drinking for charity’ when I was approached by one the staff asking if I would like to be a VIP member of this particular club. I didn’t frequent it often but it is a nice venue so I agreed. Within a week I received a card in the mail, packaged beautifully in an art deco envelope/brochure. The text on the front went something like this:
“Because of your sophisticated style and demeanor we would be honored if you would accept our VIP club privileges as a new member of _______.”
Now what woman in their right mind would say no to that? The privileges included: no waiting in line, table reservations for your friends, free canapés for groups over seven and regular discounts. All for the price of $0. When you have friends coming to town where would you take them? To a club that will make you wait as if you are one of the unclean or somewhere that treats you like royalty? The fact that the drinks are over priced only adds to the air of exclusivity. Soon others, see these privileges and want to know how they can be a part.
For the price of a plastic card and printed envelope the club has created a steady influx of people who, want to bring their friends introducing a new crowd to the club on a regualr basis.
Making your customers feel special will create customer loyalty. You don’t need millions of dollars you just need to think how you can give something for nothing, whether that something is information, products or merchandise.
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