Loyalty programs drive entertainment brand marketing

Jessica McDonald, Senior Director of Brand Marketing at Altitude Trampoline Park, delves into reaching younger audiences and building loyalty. The world of children's entertainment is fiercely competitive, and keeping families engaged and returning for more is a constant battle. While loyalty programs can be the game-changer, marketers must design programs that turn not only kids into brand loyalists, but also their parents. Today, Jessica discusses loyalty programs that drive entertainment brand marketing value.
About the speaker

Jessica McDonald

Altitude Trampoline Park

 is a little camera shy

Jessica McDonald is Senior Director of Brand Marketing at Altitude Trampoline Park

Show Notes

  • 02:41
    How loyalty programs drive brand marketing
    Altitude Trampoline Park offers a membership program for discounts, specialty programs for toddlers, and mainstay initiatives that resonate with customers. Through these diverse loyalty initiatives, Altitude fosters communities, ultimately driving brand loyalty and repeat business.
  • 06:15
    Balancing incentives and profitability in loyalty programs
    This involves a continuous analysis of ROI, considering both new initiatives and mainstay campaigns, while prioritizing growth and retention of loyal customers. Closely monitoring marketing spend and customer behavior allows for adjustments to maximize ROI
  • 08:38
    Bridging the gap between marketing and operations
    For effective loyalty programs, marketers must bridge the gap between driving traffic and ensuring a positive customer experience. Focusing on operational excellence alongside marketing efforts, fuels loyalty, turning new guests into repeat business.
  • 11:33
    Cross functional collaboration between marketing and operations teams
    Successful collaboration between marketing and operations is vital for brand growth. By involving operations early in the planning process, marketers can ensure campaign feasibility and a smoother implementation of loyalty initiatives.
  • 13:57
    The future of the FEC industry
    Focus on creating fun and engaging experiences for kids, while also catering to parents. Trends like balancing VR/AR gaming with traditional exercise, offering diverse food and beverage options, and prioritizing activities for families to enjoy together will continue to shape the industry.

Quotes

  • "Think less about always introducing something new and dig into what you're already doing that's working. As you build that mainstay program for your consumers, they continue to come back because it resonates with them." - Jessica McDonald

  • "If you are fortunate enough to have a membership, or any type of loyalty program in place, it's always important to grow that base. But you also want to look at retention and attrition." - Jessica McDonald

  • "Traffic is one thing and a new guest is another, but their experience in the park is what will fuel their loyalty. Keep the things that you can influence as a marketer on the operation side top of mind." - Jessica McDonald

  • "Marketer, and operational folks are typically very different types of people. But we have to find a way to work together in harmony if we want our brands to grow." - Jessica McDonald

About the speaker

Jessica McDonald

Altitude Trampoline Park

 is a little camera shy

Jessica McDonald is Senior Director of Brand Marketing at Altitude Trampoline Park

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