<p><img class="aligncenter" alt="" src="http://advertise.valpak.com/images/blogphotos/tipsforbuilding.jpg" width="425" height="282" /></p> <p>It’s no question why certain <a href="http://advertise.valpak.com/when-the-%E2%80%9Cold-fashioned-way%E2%80%9D-is-good-for-business/">traditional approaches to business practice</a> have endured, but it’s also no secret that the business world has been experiencing significant changes in recent years.</p> <p>The rise of <a href="http://advertise.valpak.com/one-reason-i-use-linkedin-and-why-you-should-join-me-there/">social media</a> and <a href="http://advertise.valpak.com/capture-on-the-go-customers/">mobile marketing</a>, for example, has impacted the way small and large companies communicate with their customers. These changes are paving the way to new and improved loyalty programs as well.</p> <p>Forbes predicted that 2013 would be “<a href="http://www.forbes.com/sites/kellyclay/2012/12/15/will-2013-be-the-year-of-loyalty-programs/">the year of loyalty programs</a>,” and it makes sense when you consider that 2012 was considered the <a href="http://advertise.valpak.com/are-we-living-in-the-year-of-the-customer/">year of the customer</a>. These two characteristics of business are extensions of the same principle.</p> <p>Loyalty programs are a great way to show customers you value their business at the same time as you collect customer information. <a href="http://www.valpak.com/advertise/products-services/loyalty-cards.jsp">Loyalty cards</a> offer long shelf life while e-mail newsletters offer consistent communication. Creating a complementary program can be done in so many ways, so whether you want to start a loyalty program or are looking for some advice to revamp your existing one, we have some tips for you.</p> <ol> <li><b>Deliver on your promises.</b> The foundation of any successful loyalty program is building trust with your customers. To gain that <a href="http://advertise.valpak.com/create-customer-loyalty-with-on-point-direct-mail-marketing/">customer loyalty</a>, be transparent, honest, and deliver on any and all promises.</li> <li><a href="http://advertise.valpak.com/pucker-up-how-the-kiss-principle-applies-to-direct-mail/"><b>Keep it Simple</b></a><b>.</b> Your program is put in place to reward your frequent customers and encourage repeat business. You won’t reach those goals if consumers have to jump through hoops to realize the rewards. Keep the process simple and you’ll see participation increase.</li> <li><b>Be unique.</b> Your business is not like all the others so your loyalty program shouldn’t be either. Make the reward(s) specific to your product/services. What is your bestseller? What can you give consumers that no one else can? Explore how your program can stand out from the rest.</li> <li><b>Know your customers.</b> You’ve built <a href="http://advertise.valpak.com/grow-your-business-with-one-technique/">unique rewards for your business</a>; now extend that to your customers. Tailor your program to meet the wants and needs of your target market. Ask for their feedback and what they find most rewarding then see how you can incorporate that into your program.</li> <li><b>Start small.</b> Loyalty programs need clearly established goals, timelines, and objectives. These goals should also fit with <a href="http://advertise.valpak.com/how-running-small-business-is-like-running-a-marathon/">your overall marketing strategy</a>, but you don’t need to dive in head first. Start with smaller goals and your frequent customers then grow the program.</li> <li><b>Train Employees.</b> Everyone involved in your business should understand every aspect of your loyalty program. If a customer calls and speaks with employees who can’t answer their questions, you may lose your window to connect. This small step makes a big difference with customer service and the success of your program.</li> <li><b>Pay attention to members.</b> It may seem self-explanatory but you need to keep an eye on your loyalty program members. New participants may need small nudges to remember to use the card redeem their rewards. Long-term customer may need some extra love if their rewards are about to expire or their activity slows down.</li> <li><b>Consider more than discounts.</b> Once you <a href="http://advertise.valpak.com/do-you-know-what-consumers-want/">know what your customers want</a>, imagine what rewards you can offer besides discounts. For example, consider throwing an event for your loyalty members to try new or upcoming products. Get creative!</li> <li><b>Engage.</b> Be involved in two-way communication with your loyalty customers as well as any potential members. Respond to questions promptly and ask them how they prefer to be contacted with any future contact.</li> <li><b>Evolve.</b> It should come as no surprise that listening to your customers is key to building loyalty. Do the same with your loyalty program and make changes as necessary to remain successful.</li> </ol> <p><b>How have you found success with a loyalty program? Which of the tips above do you think is the most important to your success?</b></p> <h3>Author information</h3><div class="ts-fab-wrapper" style="overflow:hidden"><div class="ts-fab-photo" style="float:left;width:64px"><img src="http://advertise.valpak.com/lasvegas/files/2011/08/people_envelope.jpg" width="64" alt="Valpak" /></div><!-- /.ts-fab-photo --><div class="ts-fab-text" style="margin-left:74px"><div class="ts-fab-header"><div style="font-size: 1.25em;margin-bottom:0"><strong>Valpak</strong></div></div><!-- /.ts-fab-header --><div class="ts-fab-content" style="margin-bottom:0.5em">Valpak, one of the leading direct marketing companies in North America, is owned and operated by Cox Target Media, a subsidiary of Atlanta-based Cox Media Group. 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