Based on your experience -- how early is too early to launch a customer loyalty program as part of the marketing package associated with launching a company?
My client is launching a B2C endeavor with the target marketing being the parents of high-school students going to college. The challenge of the space is that it is a product to be used by students but the purchasing decision is their parents. The current marketing package is heavy on Social media and Peer-to-Peer testimonials.
On the list of "desired activities" which was brainstormed by the client as part of the marketing launch was a loyalty program.
Based on your experience, does a loyalty program need the initial customers or can be a good draw for initially recruitment of customers?