Capital FM tests ‘Payback’ loyalty scheme on its BRMB radio station

The Capital FM Network is launching a loyalty scheme in an effort to increase market share and encourage listeners to tune in for longer.

The loyalty scheme is called Payback and will launch on the network’s BRMB station on July 8. A teaser campaign encouraging listeners to register for Payback is already under way.

The scheme offers listeners the opportunity to build up “Payback points” by collecting a series of passwords issued on air throughout the day. Listeners then log the passwords into their account, either on the Internet or by SMS, and accrue points for each password logged. Points are used to bid for items on the Payback website. Items on offer will range from T-shirts to cars, which will be provided by Payback sponsors.

Capital FM Network regional marketing operations manager Howard Bradley says the scheme aims to boost audiences and provide a platform for direct marketing. He says: “We’re hoping it will make listeners tune in for longer, and it will also allow us to create a database so we can tailor our marketing efforts.”

While the loyalty scheme will only run on the network’s BRMB station for now, Bradley says it may be extended to other Capital Radio stations in the future.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here