Gamification in Marketing: How to Get Explosive Results through “Playing”

August 3, 2012 Posted by The BVB Team

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It’s time to take it to the next level…

• How can you streamline your offline and online strategy in a FUN and totally unique way?
• How can you literally turn marketing into a game that your Tribe LOVES playing?
• What is the best way to INSPIRE clients to complete your long term programs, and then continue to buy coaching, VIP Days, and more programs?

This week’s expert Suzanne Evans teaches a groundbreaking strategy with results that are absolutely raising the bar…

BVB: Suzanne, what is one particular strategy that is working EXTREMELY well for you right now?

Suzanne: We are using a strategy called gamification. Which means taking some of the features of video games and other kinds of games and applying it to your business.

Now alot of folks are familiar with online gamification. Things like Farmville and Angry Birds on Facebook. But instead of only making use of technologies of the web and mobile devices, we moved the idea of gamification offline in a big way. And made it a key component of my year-long group coaching package — the 10K Club.

The idea is simple: I reward 10K Club clients by issuing them “10K cash cards” in denominations ranging from $100 up to $500 during the year long program. And they can then use the cash value towards purchases of our products and services.

BVB: What are the specific results you are seeing from this strategy?

Suzanne: Wow, you got about an hour? The results are stunning, and we are even seeing benefits crop up in areas we never dreamed of.

First, clients are rewarded for participation. And for hitting targets. So, in most year long programs, where you find by the 3rd of 4th month the excitement is wearing off, our 10K members are still motivated.

Second, we give away a ton of Cash Cards at the 10K live events. Which helps to increase attendance and the motivation to attend. And one of the big reasons our 10K clients are so successful, is the lift they get from the interaction at the live events.

Third, by hitting revenue goals and participating in the 10K Club at the highest level, you can receive even more Cash Cards. So it provides tremendous motivation to succeed.

But here is the biggest kick: Our 10K Clients can spend their Cash Cards on our products and services. Including coming back to renew their 10K Club membership. In fact, this year our renewal rate was well above 40%. That’s staggering for a program at this price point. Its unheard of in our industry.

Not only that, our clients are using their cash cards to offset some of the cost of our VIP days, sponsorships, and higher level coaching packages.

In short we are getting a ton of extra revenue, in purchases we would not have received otherwise, from the cash card program.

BVB: What are you doing that is unique or special to get these kind of results?

The 10K club cash cards look and feel like credit cards. We paid to have them professionally designed. So they have the feel of something prestigious. Like a gold card. Or one of those cards the airlines give their elite customers.

The other thing is that, at our 10K Events, the cards are presented in very public ways. Like when someone reaches a goal. Or when someone has the courage to share a challenge which has been very difficult for them. When you do this, it actually increases the desire of everyone in the room to get more of them. So more people participate at a much higher level.

And the entire game is designed so that in order to get more of them, you have to either reach a goal, or participate fully. Both of these create super results for our 10K-ers. And super results for us.

BVB: How can people achieve success in this gamification arena? What are the steps?

Suzanne: First, find out what is “hot” in the larger market, and then figure out how to incorporate that into your services or programs. Here is a big hint: Its not necessary if its “hot” in your specific niche. In fact, one of the things we have seen that really gets people excited is when you take an idea that’s created buzz in a totally unrelated field, and find a way to apply it to your niche and your business.

Because that way its fresh. Its new. Its exciting. It creates buzz and interest. Its not like, “Oh, that’s what so-and-so did.” So people start looking to you as an innovator. A leader. And that really shows up on your bottom line.

Another key to cashing in big with this is you can take a great idea from another niche, or even your own, and switch how its applied. For example, the model we used as our inspiration was an online model. And we found a way to apply it to our business in an offline avenue.

You could take a game people are using to create revenue. And instead, use it to boost your database by making it free but requiring an opt-in. The thing that’s so exciting is the applications are endless. We’re just scratching the surface. And its already had a huge impact on our customer loyalty, renewals and revenues.

BVB: Are you integrating this with your social media strategy at all?

Yep, this is really fun. Because for our Be the Change Event we created another game. We sent a cool button, snail mail, to each of the over 600 entrepreneurs registered for the event. And asked them to post a picture of themselves wearing the button on their travels to Be the Change.

We then asked them to post the photos to our Be The Change Facebook page. And the most creative photo would win a cool prize that would be announced form the floor of the event.

Well, instead of a photo, one of our 10K-ers, Michael Tertes, uploaded a very cool video. And one of the scenes from the video is him going into a regular retail store and attempting to purchase something with his 10K card. It was hysterically funny. And created a huge impact when we showed the video to our entire audience at the event.

This is Michael trying to buy things with his cash cards.

So, you can see just how powerful finding ways to use these games can be. And people do love sharing and posting their experience on social media.

And you will not believe where we are taking this next year!

BVB: Can’t wait to see it in action! Thanks for sharing this powerful strategy with our Tribe Suzanne…

So Tribe, how can you make your marketing more fun AND interactive?

Leave a comment below and let us know!