Everyone loves a loyalty programme, don’t they? That promise of a little extra for nothing must be why the average American holds 29 loyalty club memberships. Except that number doesn’t tell the whole story.
In reality, that same consumer may only actively engage with 12 of those clubs, the rest languish in wallets, points unspent and brand unremembered.
The airline sector is no different. Loyalty points or added miles were meant to keep customers coming back, time and again, to the same airline. But engagement has dropped. Travellers are buying their airfare through aggregators and see points or miles as time-consuming to acquire for all but the most frequent flier. And price still has a huge impact on airline booking – even when it comes down to just a few dollars.Brand engagement is paramount to generating the loyalty required for operators to not only maintain but grow their slice of the $2.7bn that is spent every day on travel and hospitality. The challenge in such a highly competitive market is in keeping travellers interested and engaged after that initial booking. So, if points and prizes aren’t attractive and differentiation sometimes comes down to a question of dollars and cents, how do airlines create that loyalty?
The key is in the humblebrag. What is travel if not the chance for a subtle boast on social media? And, just as fitness fiends post the steps they’ve walked or miles they’ve cycled, so travel fans love to quantify the miles they’ve flown and places they’ve seen.
Delta cottoned on to this idea early. In 2016 it began to use its SkyMiles Medallion loyalty program data to share with members a personalised rundown of their year with Delta. But while this was clearly a neat idea, it was an email with static content and a limited amount of information. And it certainly wasn’t sharable.
Working with Idomoo, Delta put some spice into the campaign by using Idomoo’s Personalized Video as a Service (PVaaS™) platform to create dynamic, ‘Native Personalised Videos’. Delta used frequent flier data to create hundreds of thousands of unique videos for their Medallion member, including the number of upgrades they’d managed to swing, their favourite destination and even things like how they ranked travelling with the airline. It is their own, unique jet-setting humblebrag video, created just for them.Of course, what’s the value of a great story if there’s no-one to tell it to, so the latest iteration of the campaign has embedded share buttons, generating hundreds of thousands of video views on social networks.
It’s not just the popularity of the campaign that shocked Delta initially, nor its success in driving viewers to its website (a mere 500% over its benchmark). It was the speed of engagement. Delta was seeing social mentions and sharing within minutes of distributing the videos. These Personalised Videos have hit that sweet spot of customer loyalty – they’re not just bringing customers back; they’re drawing in their friends and family too.So, how do you get Personalised Video to work for you? You can start by following these simple tips:
Bring the Boast: Boost your customers’ social clout and help them celebrate their travel milestones, bringing shareable, braggable content.
Timing: Delta used the end of the calendar year to create it’s Year in Review videos. Logical timing given the content, which ensured high open and engagement rates. Timing may not be everything, but it can go a long way. Other appealing points in time to engage travellers may include the start of a loyalty membership, a tier upgrade, an upcoming trip, a travel season or a special occasion like the traveller’s birthday.
Expand Your Reach: While engaging existing customers can help acquire new ones through social sharing, as was the case with Delta, why stop there? Dynamic video ads are hyper-targeted to customers’ Facebook and Instagram profiles and activity and are far more engaging than any legacy ad formats. Dynamic Display ads improve customer acquisition by 60%, but Dynamic Video ads can bump CTRs by 5X, and be fun and engaging while at it.
Cross Sell and Upsell: Use Personalised Video to drive sales contextually, turning an ineffective direct sales pitch into a conversational and engaging pitch that translates directly to your bottom line.
What to know more about giving loyalty that boastful boost? Get in touch below.