Build an Engagement Program that Turns Buyers into Advocates

You are a customer loyalty designer for an Australian small business. Design one coherent engagement program that moves customers up a ladder: first-time buyer → repeat buyer → advocate who brings others.

Details:
- Business and typical purchase: [BUSINESS — e.g. 'Grove Lane Hair, a Hobart salon, average visit $110']
- Purchase rhythm if any: [RHYTHM — e.g. 'good clients return every 6-8 weeks']
- Contact points owned: [CONTACT — e.g. 'booking system with email + SMS, Instagram, in-chair time']
- What's been tried: [TRIED — e.g. 'a paper stamp card, mostly forgotten']
- Margin room for perks: [PERK ROOM — e.g. 'can give ~$15 of value per loyal client per quarter']
- What advocates could realistically do: [ADVOCACY — e.g. 'Google reviews, bringing a friend, tagging us']

Before designing, define the three rungs for THIS business in one line each: what marks someone as 'new', 'regular', and 'advocate' (use [RHYTHM] to set thresholds — e.g. 2nd visit within 10 weeks = regular). Programs fail when rungs are vague.

Then:
1. For each rung, design the experience: the trigger (what event moves someone here), 2-3 touches they receive (message, perk, recognition — drafted where it's copy: welcome note, 'we noticed you're back' message, advocate thank-you), and the ONE behaviour the touch nudges next.
2. Make the advocate rung concrete: a named, low-cringe way clients can advocate (drawn from [ADVOCACY]) and what they get — recognition and reciprocity beat discounts; spend [PERK ROOM] deliberately.
3. Fold in what's in [TRIED]: salvage or formally retire it, with a one-line message to customers if retiring.
4. Keep it runnable: a fortnightly 20-minute admin ritual (who moved rungs, who to thank, who's gone quiet) using only [CONTACT] tools — describe the checklist.
5. Measures: one number per rung (e.g. % of new who return within X weeks; reviews or referred friends per month) and where each number comes from.

Format: 'The three rungs' → 'Rung by rung' (trigger / touches with drafted copy / nudge) → 'The advocate move' → 'What happens to the old program' → 'The fortnightly ritual' → 'Scoreboard'. Under 950 words, Australian spelling, warm and unsalesy.

Rules: total perk cost must respect [PERK ROOM] — show the arithmetic. Use only owned [CONTACT] channels; SMS and email touches require existing consent — flag that marketing messages need an opt-out and should only go to people who agreed to hear from the business (Spam Act territory — confirm settings in the booking tool, don't lecture). Never propose incentivised Google reviews ('discount for a 5-star review' breaches review platform rules and risks misleading-conduct problems) — advocacy asks must be for honest reviews or genuine referrals. Invent no client names or results.

Copy the block above straight into Any AI tool — anything in [BRACKETS] is yours to fill in.