STEPHEN JONES WROTE:
> How do the major online programs recruit and retain
> members? How are the programs supported from a
> marketing and creative standpoint, both on and offline?
Last week someone asked how some major online programs
recruit and retain members.
Having worked with various programs, I think that one
of the most effective programs - from both a creative
and marketing standpoint - is finding a way to promote
by finding something that generates solid referral
"buzz." And, by that, I mean providing an idea that
provides "buzz" both online and offline.
One of the best programs I've seen is the referral
reward marketing concept. A great example can be found
at http://www.webMillion.com. It's a free lottery site
that lets you have chances at a big cash prize. If you
refer someone else and they win the big prize, you win
a referral cash prize. The game is historical -
meaning that if someone you referred wins 6 months down
the road, you still get the referral prize.
Essentially the game is free and rewards you for
referring others. And this particular game encourages
visitors to return each day to play the (new) games
again. It's a great recruiting program that generates
both "buzz" and visitor loyalty.
Hope this helps sparks some ideas for you!
Christine Nelson
Internet Production Manager
Oliver, Russell & Associates
208.344.1734 x 232
cnelson_at_oh-zone.com
http://www.oh-zone.com
Received on Fri Dec 17 1999 - 10:49:33 CST
