Welcome to EarthPoints
The Business Owner's
Loyalty Playbook.
You just made the single most valuable marketing decision your Townsville business will make this year. Here's exactly how to turn it into more customers, more loyalty, and more profit.
Three steps. One virtuous cycle.
This is the entire game. Get this right, and the rest looks after itself.
Sign-Up Drive
Every customer who walks in is a potential member. Train your staff on the 5-second script and make EarthPoints impossible to miss — window sticker, counter card, every receipt.
Consistent Usage
The more they use it, the more rewards they earn. Every tool is designed to bring them back before a competitor can poach them.
Locked-In Loyalty
They get tangible value back — points they own, offers they love, a charity they fund. That's not a rewards program. That's a relationship. And relationships don't churn.
A 10% change in customers isn't a 10% change in profit.
It's the difference between profit and no profit.
The business doing "fine" today is one slow month away from zero. And one good loyalty system away from doubling their profit.
Three buckets. One runs your business.
Take any small business doing 500 sales a week at $40 average. Here's where the money actually comes from.
They come back weekly. They bring friends. They're the reason you have a business.
Come sometimes. No real connection. Easily poached by a competitor's promotion.
Came once. Probably won't be back. You paid to acquire them and lost money.
It takes 10 visits just to break even on a new customer.
Most Australian businesses lose money on every new customer they acquire. Here's why — and what to do about it.
per new customer through Google Ads, Facebook, signage, and location premium.
60–70% of new customers never come back.
Push deals to your customers through the app.
Your most powerful loyalty tool. Send offers directly to EarthPoints users — the right message, at the right time, to the right customer.
Direct to their phone
When someone's walking past your business, their phone can buzz with your offer. Quiet afternoon? Send a flash deal. Last-minute capacity? Fill it.
On your schedule
You decide what goes out and when. Morning coffee deal, Friday night special, Sunday brunch push — run what makes sense for your business, on your terms.
Built for your regulars
Your top customers see your best offers first. They feel seen. They come back more often. They bring their friends. That's how you protect your 20%.
Exactly what to do, week by week.
Follow this and you'll outperform 90% of founding members.
The Foundation
- →Book your onboarding call with Matt or Will
- →Announce it on Facebook — tag your chosen NFP
- →Train your staff on the 5-second script
- →Launch your first VIP offer (first 50 sign-ups get X)
Make It Unmissable
- →Put the EarthPoints window sticker on your front door
- →Put a small counter card by your register
- →Add 'Earn EarthPoints here' to your receipts
- →Mention EarthPoints at the end of every transaction
Activate Community
- →Reach out to 1–2 Townsville NFPs about cross-promotion
- →Run a Facebook post about your chosen charity
- →Ask 5 of your best customers to post about joining
- →Check your dashboard for first VIP customers
Measure & Iterate
- →Review your dashboard: sign-ups, repeat visits, points issued
- →Send your first VIP-only offer to top 10% of customers
- →Identify what's working (staff script? Facebook? In-store?)
- →Plan month 2: double down on what worked
Patience months 1–3. Hockey stick from month 3+.
Loyalty takes time to compound. Most businesses panic in month two. Don't.
Build the Network
Sign customers onto EarthPoints. Set up your first offer. Train staff. Expect small numbers — you're laying foundations.
Momentum Builds
Cross-promotions kick in. Members start using offers. Word of mouth spreads. Still linear, but the engine is warming up.
The Hockey Stick
Exponential growth. Network effects take over. Every new business on EarthPoints drives customers to yours. VIP tiers activate.
Remember these five things.
Everything in this document, distilled.
The 10% Swing is real.
A 10% drop in customers = zero profit. A 10% increase = double profit. Loyalty is the lever that moves this number.
Your loyal 20% generate 80% of your profit.
They're worth 40× more than one-off customers. Protect them. Reward them. EarthPoints is how.
Marketing without loyalty is a leaky bucket.
Google and Facebook take $2M/week out of Townsville. EarthPoints keeps that money local AND triples your retention.
Push deals through the app.
Direct-to-phone offers are your most powerful tool. Send good ones relentlessly and customers keep coming back.
The hockey stick pays off from month 3+.
Be patient in weeks 1–8. Push EarthPoints relentlessly. Train your staff. Send good offers. Then watch the compounding.
Take the playbook with you.
Print it. Share it with your partner. Train your staff from it. The businesses that read this twice outperform the ones that read it once.
Download the Full Playbook (PDF)Questions? Reply to Matt or Will directly at info@townsvillepoints.com. Real people. No ticketing queue.