Winner of Pet Product News Internatinal's Marketing Award of the Year.
Problem: How to engage with potential customers who are not on social media?
For my retail business in St. Pete Beach, FL, my customer base was 70% tourists and 30% locals (we used a zip code survey at each checkout). I found out through a 6 month survey that my customers were not using social media, so I looked for a way to reach new customers that might not be as tech savvy as the younger customers (St. Petersburg is largely a retirement town). I invented a Token system where I had a credit card company make me thousands of round printed disks, individually numbered, that I could give out to people in the community who worked directly with other people. I would hand a container of a 20-50 disks to Dog Walkers, Attorneys, Realtors, Personal Trainers, etc.. and they would give one disk to each of their clients as a thank you. Their customers would in turn come into my store to spend the token on a high valued item (not some cheap item, but a $5 to $10 item) and the serial number on the token was recorded in the transaction. Then I would keep a database of the serial numbers that came in, who handed them out and how long they took to make the complete cycle. The people who handed out the disks received 1% off for each disk that made it back home. This data helped me understand my client behavior and brought me a huge increase in local customers, changing my demo to about 50% tourists and 50% locals. My Treat Tokens won me an international award in Marketing from the Pet Product Association in 2012.
Treat Tokens are distributed in stacks of 30-50 to business professionals within the community, such as lawyers, personal trainers, and dog walkers.
They gift a token to their clients as a "thank you" for their loyalty.
Clients redeem Treat Tokens by visiting the store and thereby converting people into customers of the store.
The store rewards the business professionals for each token that makes the full cycle with percentages off sales at the store.