How loyalty and reward programmes support the entertainment sector during recession
Times are hard for a lot of businesses at the moment and the country shows little sign of recovering from the recession any time soon. Loyalty and membership programmes offer consumers the great value they are looking for; they can also give businesses what they want in terms of free marketing, plus loyal and regular customers.
Plenty of businesses offer promotional sales but loyalty and membership programmes are a more sustainable way to give discounts. Members know to look within their loyalty programme, whether this is through their directory or online, when they want a reliable, exclusive discount.
Permanent or aggressive high street discounts can be potentially damaging to brand reputation, as they can devalue the brand’s offering in the long-term - something that is notoriously difficult to rebuild. Loyalty and Membership programmes can be a way to combat this as the discount the customer receives feels more like a privilege. When the discount is seen as exclusive to a member, then it is perceived as something of greater value.
The Entertainment Club, operated by The Rocket Marketing Group is a great example of a loyalty and membership programme that supports the entertainment industry. The club offers discounts to members on a range of entertainment from film rental to adrenaline sports, giving members a comprehensive list of activities to keep them entertained. Featured partners include large high street brands and online retailers like Odeon, Blockbuster, HMV, Theatre Tokens, PC World, Firebox, Bowlplex, Virgin Wine and Virgin Experience Days.
A number of the businesses that are featured in The Entertainment Club have seen good sales results this year as people like to look for discounts so that they can continue to enjoy life as much during recession. In this respect loyalty and membership programmes are proving to be useful for partners, helping them to beat the recession. It certainly means that people are changing their spending habits in search of cheaper forms of entertainment, as is the case with Virgin Wines.
Emma Franklin, Virgin Wines Account Manager said: “Staying in is the new going out as people try to find ways to make their money go further. Having wine delivered at home is a perfect solution, and The Entertainment Club puts us in touch with those who are looking for just this kind of service and special introductory offer.”
Other forms of entertainment that are normally prohibitively expensive also have a role in difficult economic times – providing both a form of escapism and also falling into the bracket of affordable entertainment when they are discounted via a loyalty and membership programme. Theatre Tokens has noticed an upward trend in sales this year and feel that the economic downturn could have actually helped sales!
Helen Jones, Marketing Manager for Society of London Theatre comments: “We’ve found that during difficult times people turn to and enjoy entertainment as a way of escaping from the worries of everyday life even if only for a short time. Despite the recession theatre is proving to be popular and our sales of Theatre Tokens have increased by 14% this year compared with the first five months of last year.”
Whatever the public’s reasons for turning to Entertainment Club partners, it remains an effective free marketing tool for businesses, which is sensitive to the mood of the nation. A free marketing solution such as a loyalty and membership programme is a great opportunity for many businesses and those consumers who are continually searching for the best discounts.
Andy Huggins, MD of the Rocket Marketing Group comments: “This year we relaunched The Entertainment Club with a great new look and a fantastic website that is as informative as it is fun. There are some amazing discounts for members, on everything from movies and music to fun, food and drink. And because membership numbers are constantly increasing, then so is the opportunity for businesses to promote themselves, during the harsh economic climate.”
If your business would like to discuss becoming a partner in The Entertainment Club (or another Rocket Marketing Group programme) or for more information on the benefits of promotional marketing please contact Andrew Spratley on 01273 668822 or enquiries@rocketmarketinggroup.com
