Loyalty marketing blog
Loyalty promotions
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
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
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
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
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
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
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
