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Growing loyalty, winning new customers
Custom publications help a business grow a loyal customer base and win over new customers, according to Stephen Hulbert, co-ordinator of the popular Wild Card programme. Hulbert made these statements when asked about the recent increases in sales of the Wild Card, the loyalty card for national parks and nature reserves in South Africa.
Wild Card sales increased in December 2007 to 10 714 cards sold –the highest monthly figure since the launch of the card in winter 2003. What makes it even more noteworthy is that it happened despite a price increase in November 2007.
Improved communications strategy
Hulbert attributes recent successes to the programme's custom magazine Wild, which is part of an improved communications strategy with cardholders.
Last year saw the launch of Wild, a high-quality 94-page magazine on parks and reserves, which is mailed to cardholders quarterly. In addition to features on wildife and the environment, the magazine is intended to further entrench the intrinsic value of the card in cardholders' minds. There's also a bimonthly e-newsletter that updates cardholders on events and special offers. Email and SMS alerts round off the communications strategy.
Cameron Ewart-Smith, editor of Wild, believes regular communication is integral to building a loyal supporter base. “We're lucky we are talking to committed wildlife enthusiasts about wildlife, which allows us to target the message precisely. We know our readers are devouring every page – the countless letters, emails and calls we receive bear that out.”
Community
It's because of on-message communication that 100 000 cardholders around the country have been pulled together into a Wild Community. This community seems set to grow even further: sales recorded thus far suggest that this financial year will see the highest card sales volume ever.
The Wild Card gives holders free entry to the parks and reserves of SANParks, Cape Nature, Ezemvelo KwaZulu-Natal, Msinsi Resorts & Parks and Big Game Parks of Swaziland. Wild is a guide to these places.
