Loyalty Marketers are regularly challenged to differentiate their value propositions and are continually vexed in attempts to build community among like-minded users of their product or service. In the midst of chasing increasing levels of sophistication to reach targeted consumer groups, I have to pause and celebrate simplicity.

The Greater Fort Lauderdale Road Runners Club has organized a promotion to build participation in local races each spring. In the process of meeting that modest objective, they have been successful in building community among runners of all ages and boosting the fortunes of local merchants who support the running community and local races.

The “Three for the Road” series links three separate races together over the course of each March. Since this is the shoulder season for local athletes – marathon season being over and triathlon season not yet started – races between 5k and 5 miles are perfect to keep everyone on their training plans and to have some fun.

Registration for the series is $20. Put that small bet on the table and complete three races of 5K, 4 miles and 5 miles over four weeks and you earn gift certificates from Running Wild, (local running store), Chuck’s Steak House (restaurant), and Starbucks (you’ve heard of them) totaling $50. The certificates come with few restrictions and, if my math serves me well, represents a 250% ROI to participants. That’s pretty good…….and pretty simple.

You still have to pay the registration fees for each of the 3 races, but you would have done that anyway if you were planning to run. If you must, factor in three registration fees of $20 each and you have a total investment of $80 with a net cost of $20 if you reach the payoff. For people who like their sport, it doesn’t get any better than that.

I’m marking my calendar to interview the race director who came up with the idea. He must have been an ex-loyalty marketer because there is a blend of reward and recognition in the offer. Each person who completes the series earns a specially designed medal to commemorate their achievement.

Something tangible and something to show off …

… A perfect blend of loyalty program cornerstones

The only bad news that I can imagine is that you’ll have to wait until next year to take advantage of the promotion. The first race took place last week.

While you’re waiting for next year, why don’t you celebrate simplicity and create a simple yet effective promotion for your business that all of your customers will understand.

It works!

Bill Hanifin