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Smart Button provides the technology platform for KOA
Value Kard Rewards, which gives cardholders points for
staying at a KOA campground. Points, which are tracked
through individualized user pages on koa.com, can then
be redeemed for discounts on future KOA stays. The user
pages also track guests’ travel routes and allow them to key
in personal campground preferences, such as pets allowed
and RV type.
“We’re a franchise system, a chain, so we don’t really have
competition that’s another chain, we have competition from
independent businesses,” said Steve Young, director of
loyalty marketing for KOA. “Anybody can get a 10% discount
at any ground,
so we started
looking for a way
to differentiate
ourselves.”
KOA executives
attended loyalty
school hosted by
Colloquy and the DMA and came up with a list of objectives
for their program. One such goal is to entice campers —
particularly those who stay at a site for six or seven nights
— into more and longer trips.
The program also allows KOA to gather information about
its user demographic online. Smart Button’s online platform
saves profile and credit card information, streamlining the
reservation and registration process for returning guests.
Card users are encouraged to go online with the offer of 250
free points for every reservation booked on the Web site.
“KOA.com is really our marketing engine,” Young said. “It’s the world’s largest and most visited camping-related Web site, and the home page is highly specific to
Value Kard Rewards.”
Other advertising for the card can be found in RV and
camping magazines and Web sites. Another big ad site is
the KOA directory, a listing of KOA sites that is mailed to
about 550,000 people each year.
KOA Value Kard Rewards replaces the company’s 20-year-
old rewards program, which offered a 10% discount on
camping fees. All 530,000 members of the old rewards
system were automatically upgraded to the new program
— which offers the same discount — as of March 2. Because
the price of the card has risen from $16 a year to $24,
Young said he expects to lose some members in the first
year. He was confident, though, that those defectors could
be won back by the second or third year of the program.
Smart Button develops loyalty marketing and rewards
applications for companies in the retail, sports, entertainment
and leisure sectors. Clients include the Oakland Raiders,
San Diego Padres, Churchill Downs and George Mason
University.
KOA ADDS NEW LOYALTY PROGRAM
REPRINTED WITH PERMISSION FROM
Kampgrounds of America (KOA) has teamed with Smart Button Associates to start a camping rewards program online.
SMART BUTTON ASSOCIATES, INC.300 Creek View Road, Suite 202Newark, DE 19711800.611.2265302.283.0200smartbutton.com
Contact Information: Greg Zalka I 646-638-6027 I [email protected]
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LICENSING, REPRINTS & EPRINTS2015MEDIAKIT