Loyalty marketing blog
Channel marketing
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
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
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
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
