Strategies For Building Event Loyalty

The world preaches loyalty, but how many brands actually live it? Last month, I got an invite to something called Summer Smash, 1st Phorm International's invite-only community event in St. Louis. Think three days of HQ tours, private pre-parties, high-energy workouts, rides, and live music from artists like Ludacris, Lil' Jon, Pitbull, and Steve Aoki. The whole thing sells out in under a minute each year. Pure community building at it's finest. I couldn't make it due to personal obligations, but here's what blew me away: they still sent me a surprise box packed with over 10 of their top products (proteins, apparel, energy drinks, protein sticks), plus a handwritten note that felt genuinely personal, not like a marketing ploy. We've gotten so caught up in digital tactics that we've forgotten about the power of high-touch moments that forge actual emotional connections. This kind of follow-through is almost unheard of in today's brand world. Most companies would've moved on to the next person on their list. But 1st Phorm gets something that a lot of brands miss: real loyalty isn't built through campaigns or offers, it's built through experiences that make people feel like they belong to something bigger. That's where lifetime value really takes off. Summer Smash is far beyond just an event; it's the kind of experience that flips the loyalty script entirely, where customers don't just buy, they simply belong. Here's what I think other brands can learn from this approach: ➟ Send unexpected value for no reason. A surprise product or handwritten note shows customers they matter beyond their purchase history. ➟ Build exclusive communities around shared values, not just products. Whether it's in-person events or virtual experiences, give your best customers something they can't get anywhere else. ➟ Create moments people actually talk about. A few hours with A-list talent or behind-the-scenes access beats another discount code every time. ➟ Lead with gratitude, not growth metrics. When thank-you moments drive your strategy instead of the other way around, authenticity follows naturally. The bottom line: loyalty is earned through emotion, experience, and belonging. If your brand isn't building that, you're just another transaction in someone's day. When did you last surprise your customers with something that wasn't even on your roadmap?

When it comes to customer loyalty, many marketers default to discussing points, rewards, and cash-back programs. While these elements have their place, they often miss the mark when it comes to fostering true loyalty and a sense of belonging. Real loyalty is built through creating a community and culture that resonates with your customers. Take ClickFunnels, for example. Their success didn’t just come from their platform; it was bolstered by live events and awards that celebrated their users' achievements. This sense of recognition and belonging drove loyalty and referrals, as users felt like they were part of a bigger movement. Uber, too, has leveraged in-person interactions to build a strong community among its drivers. Beyond offering rewards, they hosted events and parties, fostering a sense of identity and camaraderie that a simple points system could never achieve. Similarly, in the healthcare staffing industry, organizing events for nurses created a unique culture and language, driving a deeper connection and loyalty than any monetary reward could provide. Even in more niche markets, like BattlBox, we see this principle in action. Their recent $100,000 giveaway event didn’t just offer a prize; it created an unforgettable experience where participants got to shoot a tank at a target. This type of engagement builds a sense of community and excitement that transcends typical loyalty programs. Moreover, BattlBox is continuing this trend with their upcoming BattlGames, a contest designed to further unite their customer base through shared experiences. The best communities are often run by the people who throw the best parties. Sure, points and rewards have their place, but they pale in comparison to the loyalty built through personal recognition and community engagement. These interactions cultivate a sense of identity and belonging, driving a loyalty that no amount of points can replicate. So, next time you think about customer loyalty, remember: it's not just about the rewards. It’s about creating moments, recognition and experiences that resonate deeply with your community.

No Tricks, Just Treats: Building Long-Term Loyalty with Holiday Campaigns! 🎃🎄 This holiday season is the perfect opportunity to integrate festive loyalty rewards into your customer retention strategy. However, building long-term loyalty goes beyond offering simple discounts; it requires creating meaningful experiences that resonate with customers throughout the year. ♾ Consider these strategies: 1️⃣ Create Meaningful Holiday Rewards: Instead of generic discounts, offer exclusive, holiday-themed rewards that capture the spirit of the season.       🎄 For example, Starbucks introduces limited-edition holiday cups and drinks, while Sephora provides exclusive holiday gift sets. 2️⃣ Leverage Data for Personalization: Use customer data to understand preferences and behaviors, enabling your brand to personalize offers for greater relevance and engagement.       🎄 Amazon excels at personalized recommendations, suggesting products based on customers' past purchases and browsing history, especially during the holidays. 3️⃣ Integrate Holiday Campaigns with Your Loyalty Program: Ensure that your holiday campaigns seamlessly fit into your existing loyalty program. Holiday rewards should contribute to customers earning points or benefits that extend beyond the season, fostering ongoing engagement.       🎄 Sephora's Beauty Insider program allows customers to earn points for purchases, including purchasing holiday-themed items, redeemable for various rewards throughout the year. 4️⃣ Plan for Post-Holiday Engagement: Don’t let the relationship end after the holiday season. Maintain momentum by following up with thank-you notes, post-holiday discounts, or exclusive event invitations. This keeps the connection strong, and builds loyalty.       🎄Retailers such as Nordstrom often send personalized thank-you notes and exclusive offers to keep customers engaged, and remind them of the benefits of loyalty. By aligning your holiday campaigns with a year-round retention strategy, you not only celebrate the season but also foster lasting customer loyalty. 🎃🎄 #appstle #appstleloyaltyandrewards #d2cmarketing #customerretention #shopify #shopifyplus