National politics, especially presidential campaigns, have always been known for the showbiz, the posturing, and the finger pointing. While we enjoy the theatre that results, all the drama can serve to distract voters from the real issues at hand. The 2008 presidential campaign has gone one step further, with John McCain including a type of consumer loyalty program to encourage support of his candidacy.

As loyalty programs go, the “Spread the Word” program does not align well with best practices. For the non-enrolled who visit www.JohnMcCain.com for the first time, there is no hint of the rewards program. Only by searching the site to arrive at the Volunteer Action Center can you find details of Spread the Word, the essence of which is to earn points for posting scripted talking points about Mr. McCain on a list of recommended blogs.

There are no program rules posted and it is unclear how many points can be earned for various activities or what rewards are available. Only by reading an account of the program in the Washington Post did I learn that rewards would include such items as autographed books, preferred seating at events, and a ride on a campaign bus.

The web site instructs:

“Help spread the word about John McCain on news and blog sites…….Select from the numerous web, blog and news sites listed here, go there, and make your opinions supporting John McCain known……..After your comments are verified, you will be awarded points through the McCain Online Action Center”

The site does not elaborate on whether points may be earned for donating funds to the campaign, organizing events, or any other activities. It seems that seeding of positive comments in the blogosphere is the only activity deemed worthy of a reward.

There is an irony in all of this. As each campaign strives to promote transparency to the masses, at least one has decided to “pay for performance” of its volunteers. In the context of politics, aren’t loyalists supposed to be driven by their conviction of belief and their emotions? If that is the case, a recognition program which scored the cumulative contribution to the campaign by individual supporters would be more elegantly communicated without a point based system.

There are many ways to “keep score” in the background and offer valuable supporters their day in the sun through ego-driven participatory events. Recognition should be enough to motivate campaign supporters. Imagine if every supporter who posted one of the prescribed talking points to the range of blogs on the McCain site were forced to declare that “I received points for this post”. That simple disclosure illustrates the folly of points based rewards in this setting.

I’ll bet over the past year the McCain campaign hired enough consultants to fill a small stadium. Too bad they missed the Loyalty Marketing consultant!

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

The benefits of business travel are easily lost on those who fly with any regularity. The more you fly, the quicker your enjoyment of exclusive check-in and security lines, seat upgrades and access to airport lounges evolves from valued privilege to earned entitlement. As everyone knows, these frequent flyer perks are allocated according to the tier achieved in a their version of a Loyalty Marketing program. Over time they represent a survival kit of must-haves for Platinum flyers and beyond.

The monotony of the air travel process is numbed by routine. The ritualistic dance through security, positioning of carry-on bags in overhead bins to avoid swimming “upstream” upon arrival, and completion of immigration forms are executed with precision and without regard to multi-tasking distractions.

The fact that I paused at all while completing my US immigration form on a recent trip caused me to search for a reason. In a moment, I realized that placing a “zero” next to “Number of Family Members Traveling with You” was a screaming reminder of why I travel in the first place – to be able to take my family with me on occasion and burn off some of those hard earned FF miles to have a bit of fun.

Delta had a campaign led by the slogan “We know why you fly”. The messages printed on napkins and other mediums were varied and reinforced that there was more to the travel experience than getting hit by the drink cart on its way up the aisle.

I have two take-aways after entering “0” in the box once again:

• Customer Recognition benefits are essential to the ongoing success of a loyalty marketing program
• Consumers will always differ in their preference of rewards and their favorites will change over time

I valued the shorter check-in lines when it was a new experience but wanted more once the perk became routine. I still relish being able to book a free flight whenever I can, but know that some people prefer converting their miles to hotel rooms, cash, or gift cards. While I might be willing to accumulate miles over time, others want the immediate gratification of more easily attainable rewards.

I know why I fly – to be able to take a loved one to a far away place – and I look forward to being able to commemorate the fun by entering an integer greater than zero in the box!