How to put on a successful bonus points event?

They’re a tool so powerful that it not only boosts your sales but also deepens the bond with your customers, turning them from casual buyers into loyal fans. But, how do you make it work? What makes these events tick?How can you ensure they deliver real results?

February 2, 2024

Let's talk about something exciting: bonus points events. 

They’re a tool so powerful that it not only boosts your sales but also deepens the bond with your customers, turning them from casual buyers into loyal fans. 

That's exactly what a well-executed bonus points event can do for your brand. 

But, how do you make it work? 

What makes these events tick?

How can you ensure they deliver real results?

What are bonus points events?

Bonus points events are special periods in your loyalty program when customers can earn extra points for their purchases or specific actions. 

It's a straightforward yet powerful way to ramp up customer engagement and sales.

The effectiveness of these events lies in their simplicity. Everyone loves feeling like they’re getting a great deal, and that's exactly what bonus points events offer. 

They create a sense of urgency, pushing customers to make purchases sooner rather than later. 

But it's more than just a strategy for immediate sales. 

These events are also a tool for building lasting customer loyalty. They make customers feel recognized and valued.

Example of a bonus point event by Copper Cow Coffee

Why are bonus points events so effective?

In short, bonus points events are effective because they create a win-win situation. 

Your customers get more value for their money, and you get to boost sales, engagement, and customer loyalty.

Psychological appeal

Who doesn't love a good deal? When customers see they can earn extra points, it feels like an exclusive opportunity. 

This not only appeals to their desire to save money but also gives them a sense of achievement. 

It's like unlocking a level in a game; the reward is both tangible (the points) and emotional (the satisfaction).

Increased engagement

Bonus points act as a gentle nudge for customers who might be on the fence. 

It's a compelling reason for them to engage with your brand, either by making a purchase they were hesitating over or by interacting with your platform in new ways. 

This increased engagement is a win-win; your customers get more value, and you get more business.

Encourages repeat business

Once customers earn those extra points, they’re more likely to come back to redeem them. 

This cycle of earning and spending points creates a loop of continuous engagement with your brand. 

It’s not just about a one-time purchase; it’s about fostering a lasting relationship.

Data insights

These events are gold mines for data. 

You get to see what motivates your customers, which products are more popular, and how buying behavior changes during these events. 

This information is crucial for tailoring future marketing strategies and product offerings.

Competitive edge

In a market where everyone is vying for attention, bonus points events can set you apart. 

They add an extra layer of attractiveness to your offerings and can be the deciding factor for customers choosing between you and a competitor.

When should you run a bonus points event?

Timing is everything, isn't it? Choosing the right moment to launch a bonus points event can make a huge difference. 

The key is to align the event with your business goals and your customers' interests. 

Always keep an eye on your customer behavior and market trends to pick a time that's just right.

Holiday seasons

This one's a no-brainer. During holiday seasons like Christmas, Black Friday, or even Valentine’s Day, shoppers are already in a buying mood. 

Capitalize on this by offering bonus points to make your deals even sweeter. 

It's a great way to stand out during a highly competitive season.

Anniversaries and milestones

Celebrating your brand's anniversary or hitting a milestone? Share the joy with your customers through a bonus points event. 

It's a fantastic way to thank your loyal customers and attract new ones. 

Plus, it's a great story to tell. Who doesn't love a celebration?

Slow seasons

Every business has its off-peak periods. 

When sales start to dip, a bonus points event can be just the thing to re-energize your customer base. 

It's a clever way to keep the momentum going and remind your customers why they love shopping with you.

Product launches

Introducing a new product or service? 

Boost its debut with a bonus points offer. 

It's an effective way to draw attention to your new offering and encourage customers to give it a try.

Customer milestones

Consider personalizing bonus points events for customer milestones like birthdays, membership anniversaries, or after a certain number of purchases.

It makes the customer feel special and strengthens their connection to your brand.

Double Points Event by The Nordy Club

What questions should I consider before launching my bonus point event?

It’s crucial to have a game plan. Asking the right questions can help you tailor your event for success. Here’s what you should be pondering:

What’s my goal?

First things first, what do you want to achieve with this event? 

Is it increasing sales, boosting a new product, or maybe enhancing customer engagement? 

Having a clear goal will guide all your decisions, from the type of event to how you promote it.

Who’s my target audience?

Are you aiming at your loyal customers, trying to attract new ones, or maybe a specific demographic? 

Understanding your audience ensures your event resonates with the people you're trying to reach.

What rewards will excite my customers?

This is a biggie. What kind of bonus points offer will make your customers' eyes light up? 

Is it double points, points on new products, or maybe a bonus on their next purchase? 

The reward should be enticing enough to spur action.

How will this impact my bottom line?

It’s easy to get carried away with generous offers, but always consider the financial implications.

Will the increased sales offset the cost of the extra points given out?

It's all about finding that sweet spot.

How will I promote the event?

You’ve got a great event planned, but how will you let the world know?

Consider which marketing channels (email, social media, your website) will best reach your audience. 

Promotion is key to ensuring a successful turnout.

What’s the duration of the event?

Timing is crucial. 

Too short, and you might not see much impact; too long, and the urgency is lost.

Strike a balance based on your goals and customer behavior.

How will I measure success?

Decide on how you’ll track the performance of your event. 

Is it through sales, new sign-ups to your loyalty program, or customer feedback?

Having clear metrics helps you evaluate the event's effectiveness and learn for future campaigns.

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