Loyalty marketing blog
Robert Olkinuora
What does loyalty marketing mean for consumer packaged goods marketers?
Packaged goods companies have traditionally relied on mass-marketing to communicate with their consumers. The lack of a face-to-face meeting (products are sold through channel partners) with the consumers has made it more complicated for packaged goods brands to implement loyalty practices into their marketing mix. The internet, armed with social media and mobility, has changed … Continue reading
Measuring the customer experience
Net Promoter Score (NPS) is probably the most simple and effective method for measuring customer loyalty and satisfaction at different stages. Longer and more complicated surveys might help you dig deeper into the brains of your respondents, but they tend to make it more difficult to take actions on the results – which in my … Continue reading
Cash vs. non-cash rewards
The success of a loyalty promotion is largely dependent on what type of rewards are offered. Cash incentives might seem as a good enough alternative, but – like this Chief marketer article on 2012 trends outlines – non-cash prizes are more effective. In the planning phase, you should consider the goals for the promotion. Are you … Continue reading
Be superior where it matters the most
Look at where your customer experiences your brand. What’s the most critical point in your sales process? Are you superior there? A while ago, on a finnish talkshow, Stephen Elop said that Nokia needs to make sure consumers get the best possible experience from retailers. The place where people experience the phones and decides which … Continue reading
More mobile marketing underway
Right now, marketers are looking for smart, interactive, measurable, and cost-efficient ways to connect with their customers. That’s the conclusion from my personal study conducted recently (discussions, workshops and interviews with marketing chiefs across various industries). The words measurable and cost-efficient are emphasized these uncertain times when most investments are carefully evaluated. I would argue … Continue reading
CRM is a strategy, not a technology
Customer relationship management (CRM) helps companies serve clients on an individual level, to keep them loyal and maximize profits. While technology often makes that easier and more efficient, it’s just a means to an end. Without a sophisticated plan a software alone will not help generate better customer relationships. I meet hundreds of business decision … Continue reading
Online events
Like traditional events, online promotions – contests, sweepstakes and campaign sites – engage people to spend time with a brand and creates brand experiences. The biggest upside for online events is the possibility to get data from the participants, without a big hassle. Plus, it’s easy to steer people in the direction you want them … Continue reading
Your own database
Customers you want are similar to those you already have. Your own database is therefore the most valuable resource for knowing how to acquire new customers. Once you test how well your new product, bigger package size or your advertisement works with your best customers, you’ll know how well it works on other similar-minded individuals. … Continue reading
Even your best customers need to be reminded
The easiest way to get customers to buy again is to remind them of your existence. In general, when people like what they get, they will be back for more. Except, they tend to forget. In fact, you might be losing business right now because of the absence of a simple rebuy-offer. An offer to … Continue reading
Attention: The most valuable thing customers can give you
Marketers have two ways to get attention: interrupt people with mass-marketing, or serve them with information they’ve chosen to receive. The latter strategy is super effective but requires (more) effort to succeed. Customers who want, say, coupons, a newsletter, or a product catalogue, indicate an interest to join a conversation. That permission, the okay, to … Continue reading
Mobile payment arrives: Goodbye old loyalty cards
With Google expected to launch their electronic wallet today, marketers now need to delve possibilities this new technology opens. When projecting the upsides Near Field Communication (NFC) has in store for consumers (getting rid of all plastic cards, for one), it seems obvious, mobile commerce will flourish soon. Mobile loyalty cards, coupons, personalized offers, as … Continue reading
Surprise, your customers want it
Loyalty cards, customer clubs, and points programs are commodities now, with typical households belonging to 14 of them simultaneously. No wonder marketers struggle with creating unique customer experiences. Panera Bread Company tries a different approach and adds an element of surprise to their scheme. Since the introduction of S&H green stamps in 1896, loyalty programs … Continue reading
Our cluttered world needs less (wasteful) advertising
A hundred years ago, John Wanamaker said: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” (He has later been referred to as the father of modern marketing.) Looking at the growing global mass-media expenditure, it seems advertisers still puzzle over the same challenge. Solving the problem … Continue reading
Who the fuck is Alice?
[Updated: My apologies for bewildering those of you who aren't familiar with the song, that the title refers to. And thanks to you readers overseas, for pointing out that it wasn't a global hit, just European (and Australian, perhaps)]. Working with a broad spectrum of consumer packaged goods (CPG) brands has helped me, I believe, … Continue reading
Make an offer they can’t refuse (without overspending)
How do you know what type of direct marketing offer generates the best outcome? If your discount is too steep, you’re overspending. If your discount is modest, your results will also be. The trick is to prepare multiple offers, e.g. -10 %, -30 %, and -50 % discounts, and test them. Start with sending the … Continue reading
If you really want to amaze your customers
…you have to spend more money pleasing them, than they spend on their first purchase.
5 benefits of a simple loyalty program
Often loyalty programs are thought as complicated, resource intensive and expensive marketing programs. However, many brands are adapting to a modern loyalty program that is more like a direct marketing program with special personalized promotions. There are many benefits for launching a simple direct marketing program, here are five of them: 1. Communicate directly When you … Continue reading
An example of a loyalty program that works
Norwegian is an extremely interesting airline with a very well designed loyalty program in place. It’s smart, efficient and most certainly a bit different. Today I received an email from them with an interesting offer. Like any other airline that offers cheap flights, when traveling with Norwegian you’d normally have to pay separately for your … Continue reading
A jump start to increased sales
A few years back, Marketing Professors Nunes and Drèze conducted a customer behavior study for a car wash business in Los Angeles (if you’re already familiar with the results, let this be a reminder of the incredibly valuable point of the study). They handed out stampable loyalty cards to customers visiting the car wash. Two … Continue reading
Recruit your audience before you need it
Marketing is evolving from telling the same story to everyone, to telling unique stories to individuals. There is more value in marketing when you can identify your customers and when you are able to serve them on an individual level. Technology takes care of the easy part (personalization and segmentation), but the difficult part is being left for … Continue reading
Channel Partner Loyalty
Getting your channel partners – the retailers or other external sales channels – to promote your product is a tricky task. But when you excel at that your sales will grow rapidly. In most businesses the seller – the one who puts your product on the shelves, or talks to the end-customers about your products, … Continue reading
Loyalty marketing is on a roll
Who wouldn’t want to have more loyal customers. They are easier to please, they are more profitable, they respond to offerings better, and they speak positively about the brand they love. Marketers respond with more loyalty programs trying to captivate the most profitable customers. However, a loyal customer can only be loyal to one brand … Continue reading
Reaching new users for your product
It’s said that when a potential customer has the possibility to try out your product, that person will be one step closer to buying your product. Sampling is the strongest and fastest way to get people to try your product for the first time. This works for almost any industry. Sampling is widely used by … Continue reading
Mobiilimarkkinointi kehittyy
Älypuhelinten ja muiden mobiililaitteiden yleistyminen on helpottanut kohderyhmän saavuttamista huomattavasti. Nyt kun puhutaan mobiilimarkkinoinnista, niin se ei enää tarkoita pelkästään tekstiviestejä tai vaihtoehtoisesti pienelle näytölle optimoituja bannereita, vaan parhaat kampanjat saadaan aikaiseksi hyödyntämällä tekstiviestejä ja nettiselailua ristiin. Se on suuri muutos joka mahdollistaa tehokkaampia aktivointikampanjoita. Tekstiviestin suurin hyöty on se, että ihmiset todella avaavat ja … Continue reading
Mistä on kyse?
Lojaliteettimarkkinoinnissa ei ole kyse kaverisuhteiden luomisesta. (Asiakkaat eivät piittaa siitä.) On kyse systemaattisesta markkinoinnista – sarjasta taktisia toimenpiteitä – joiden avulla yritykset pitävät asiakkaistaan kiinni, myyvät lisää nykyisille asiakkailleen ja löytävät uusia hyviä asiakkaita. Lojaliteettimarkkinoija seuraa miten asiakkaat toimivat saatuaan tarjouksen, käydessään nettisivustolla tai sen jälkeen kun on ostanut tuotteen. Tuleeko hän takaisin? Ostaako hän … Continue reading
Piilevää potentiaalia asiakaskunnassasi
Suuri osa hyvistä asiakkaistasi ovat hetkittäin passiivisia. He eivät osallistu kaikkiin kampanjoihisi, eivätkä he avaa jokaista lähettämääsi suoramarkkinointikirjettä. Näitä passiivisia asiakkaita pitää lähestyä eri tavalla, kuin niitä jotka aktiivisesti lukevat viestejäsi ja osallistuvat kampanjoihisi. Sinun pitää saada heidät uudelleen aktiiviseksi. Siihen riittää, että asiakkaasi reagoi edes jollain tavalla. Tutustuu tuotteeseesi tai verkkosivustoosi edes hetken, tai … Continue reading
Luulitko, että tästä tulee helpompaa?
Uusien teknologioiden piti helpottaa markkinointia. Kun netti yleistyi, kun tekstiviestit tulivat, kun facebook ja twitter saivat satoja miljoonia käyttäjiä. Aina sama stoori. Niiden kaikkien piti tehdä markkinoinnista helppoa ja tehokasta. Viestin saaminen perille oikealle tyypille oikeaan aikaan piti olla lastenleikkiä. Mutta jos tuotteesi ei lupaa mitään erityistä (eikä se ole edullisin), niin tilanne on ihan … Continue reading
Investoi asiakkuuksien kehittämiseen
niin saat oikeasti tuloksia. Kun markkinoit henkilöille jotka eivät aiemmin ole ostaneet yrityksesi tuotteita, niin he kokevat sen keskeytyksenä tai jopa tuputtamisena. Viestin vastaanottaja ei tunne yritystäsi, eikä hän koe että tarjoat viestilläsi mitään lisäarvoa. Viestisi torjutaan, koska se tuntuu mainonnalta (mitä se toki onkin) ja silloin se ei yleensä toimi. (Joku parikymmentä vuotta sitten … Continue reading
Digitaalinen suoramarkkinointi – sähköposti vai facebook?
Digitaalinen suoramarkkinointi tapahtuu suurimmaksi osin tänä päivänä facebookissa, nettisivuilla, sähköpostitse ja tekstiviesteillä. Moni markkinoija pähkäilee nyt miten markkinointiviestintää voisi yksinkertaistaa ja mihin kannattaa panostaa. Pitäisikö luopua sähköpostittelusta ja tekstiviesteistä ja panostaa esim. facebookiin enemmän? Kannattaisiko luopua kampanjasivuista ja siirtää kaikki hommat jonkun muun omistamalle alustalle (esim. facebookiin)? Ei todellakaan kannata. Sähköposti ja tekstiviestimarkkinointi on edelleen … Continue reading
f-kaupasta ketsuppia
Heinz on toteuttanut näytejakelukampanjan facebookiin, missä se myy uutta Limited Edition tuotetta faneilleen. Ainoastaan brändin fanittajat, ovat oikeutettuja tilaamaan tämän uuden tuotteen, joka toimitetaan kotiovelle asti 3000 nopeimmalle tilaajalle. Tuote ei ole vielä myytävänä kaupoissa, vaan kyse on samalla viraalimarkkinoinnista, jossa Heinz pyrkii saamaan kuluttajat levittämään sanomaa toisilleen tästä uudesta tuotteesta. Fiksu tapa maistattaa uutta … Continue reading
