Cineclub Earns Loyalty: This is the Way

Cineclub sent me a special treat to celebrate Star Wars Day today.

Two weeks ago, an email from Cineplex showed up in my inbox.

The subject line was compelling:

Get a first look with Star Wars: The Mandalorian and Grogu: May the 4th IMAX Special Look Event.

(So, yeah, I'm going to open that one.)

And I'm glad I did.

Because in that email, Cineplex offered me two tickets to an IMAX "first look" of the latest Star Wars film, "The Mandalorian and Grogu", two weeks before the film officially premieres in theatres...

... for FREE!

I pay $110 a year for my Cineclub membership.

Two regular IMAX tickets cost $50.

Taking advantage of this one freebie literally halves the true cost of my membership (tremendous value for me), at what is likely a negligible cost for Cineplex (who I'm willing to bet is working closely with Disney on this event, and thus not spending a lot of money, relatively speaking, for this special showing).

Most loyalty programs are built on points and tiers.

Spend more, earn more, redeem more. Rinse and repeat.

Standard. Predictable. Boring.

And as a result, they rarely generate "loyalty".

At best, they create a habit.

And at worst, they spend money to give me points and rewards for things I was already planning to buy, making those purchases less profitable.

I'm a member of a LOT of loyalty programs.

VERY few of them have ever been able to "surprise and delight" me like this.

"We value your membership. Here's a special treat, on us, just because."

And when it's time to renew my Cineclub membership at the end of the year, do you think I'll remember this little treat? (Spoiler alert: I definitely will.)

Loyalty programs, take note: true loyalty is built when you move beyond point-collecting to give members something "a little extra" as a reward for their patronage.

Want to know how Cineclub earns loyalty?

This is the way.

Me, to Cineclub: "I love you."

Cineclub, back to me: "I know."

EDIT: I attended the "First Look" screening, and what began as delight quickly turned into disappointment. If you want to know why, and what lesson my experience holds for marketers, click here.