How to combine reward and interaction?

At @LNR - La Nouvelle Renaissance, we turn interaction and reward into a powerful communication tool to cultivate a long-term brand-consumer relationship framework. But to interact, rewards can't run on their own.?

An interaction-based reward method which leads to tailored user commitment.

How can we make the most of both? ??x???

01. VIEWPOINT

?? Solid customer commitment comes along with rewarding interactions.?

One indicator of this relationship is conversion: the main goal for brands and advertisers alike.?

↖? Brands need to keep in sight that conversion is not achieved effortlessly; it requires time and preliminary steps.

↘? Also, conversion alone is not the end of the journey and there are plenty of opportunities downstream to develop the relationship with customers in favor of brand loyalty.

To reach conversion, furthermore to ensure it, we need to analyse each step of the process.

02. DISRUPTION?

?? OUR ANSWER: THE INTERACTION-RETRIBUTION MATRIX

A matrix which puts 'interaction' and 'reward' in relation, providing a detailed vue of the different stages we've identified to build strong relationships with clients. The journey is a progression, going from one step to the next.

Due to consumer relationships being constantly evolving and hierarchical in nature, it's important to seek a gradual build-up towards the ideal relationship.

03. DEMONSTRATION

All details of this relationship are described in the matrix at the intersection of two axes.?

????On one hand, the interactions axis: what the brand expects from the consumer.

???? On the other axis, rewards: what the brand offers the consumer.

?? First, the axis of interactions, on the x-axis, is what the brand can expect from the consumer.?

• 1?? Stage 1, Attention. The consumer knows the brand, the product or the operation. It expects something to happen.
• 2?? Stage 2, Participation. The consumer likes or comments on social networks or logs on to a site. It goes into the store to look at the offer or product.
• 3?? Stage 3, Completion. The consumer registers for an online loyalty program or follows a page on social networks. It buys a product or subscribes to a service.
• 4?? Stage 4, Mediatization. The consumer shares a post or page on social networks. It tells a friend or family member about a product or brand experience.
• 5?? Stage 5, Mobilization. Customers put their network to work for the brand, product or operation, as if it were his or her own “object”.

?? Secondly, the reward axis (y) describes the different types of rewards a brand may offer its consumers, from the least to the most engaging.

• 1?? Immediate reward: A perishable individual reward that can be consumed immediately. A discount coupon, a sample, a GWP. It can also be intangible, like humor in advertising. A laugh is also an immediate reward.
• 2?? Statutory reward: An individual reward that lasts over time. By status, we mean that it reinforces the individual's perception of him/herself. A brand repost, a contest win, a loyalty program.
• 3?? Cultural reward: Rewards that work like statutory rewards, but on a collective scale. This reward is complex to generate. One way is to create a message or concept powerful enough to reach an entire group of individuals. Another, more subtle way, is to create an ecosystem that brings together a community around the brand's issues and topics.

At the intersection of these two axes is the interaction matrix, which links the progression of the customer in its relationship with the brand, to the different types of rewards.

How do you get to grips with this matrix??

THERE'S NO SHORTCUT

At LNR - La Nouvelle Renaissance, we stand behind the power of this interaction-based retribution matrix and differentiate its use according to the progress of the brand-customer relationship.

?? Stay connected to discover our next articles.

At LNR - La Nouvelle Renaissance , we transform creative, technological, and societal disruptions into opportunities for brands. Would you like to join the movement? Find out more about our agency on our website: https://lnr.agency/