PREMIUMS & INCENTIVES
Putting Your Customer Loyalty Strategy into ReverseWe all know that marketing is primarily a numbers game. What was the response rate for your last campaign? How strong is your customer sat score? What’s the ROI of your new strategy? Metrics are critical to art of successful marketing, but they can also be a problem if they distract from the critical goal of meaningfully connecting with your customers. This is especially true for loyalty marketers. ... |
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THE 2011 PROMO 100
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The Top 5 Agencies with a Promotional Marketing Specialty in Promotional Products as ranked on the 2011 PROMO 100.
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Premium & Incentives Archive
Crabtree & Evelyn's Rocky Road to Customer Loyalty
Crabtree & Evelyn has learned a lot about operating loyalty programs. It has had one version or another for about 10 years. The first program was free and drew hundreds of thousands of members. Then it was paid and membership dove into a death spiral. The name of the program has been changed three times. There was no customer or transaction data collected and no database, thus no way to manage, mine or converse with its customers. That was up until about 18 months ago....
Three Steps to Toughen up Your Loyalty Offensive
Many programs have fallen into the “best practice” trap of copying others, focusing on pragmatic value and discount-based rewards. This tendency has created a commoditization of loyalty programs, which increasingly look alike to consumers. In fact, according to a new Colloquy white paper, when asked whether “it pays to be loyal to your favorite brands,” only 12% of U.S. consumers “strongly agreed.” For companies to win this battle for consumer hearts and minds, there are three tactical initiatives to deploy:...
New Citi App Lets Loyalty Members Pool Points Through Social Networks
Apps have helped all kinds of brands advance branding and interest. From apps that help shoppers locate the appropriate Robitussin cold medication while they stand in the aisle to Val-pak apps that let users use their phone camera viewfinders to “see” coupon offers hanging over Valpak client merchants as they walk down the street.. But while most apps deliver branding and product information, Citi has just developed a Facebook app for its loyalty members that the company terms, "both a rewarding and social experience."...
Putting Your Customer Loyalty Strategy into Reverse
We all know that marketing is primarily a numbers game. What was the response rate for your last campaign? How strong is your customer sat score? What’s the ROI of your new strategy? Metrics are critical to art of successful marketing, but they can also be a problem if they distract from the critical goal of meaningfully connecting with your customers. This is especially true for loyalty marketers. ...
2012 Trends in Customer Loyalty and Rewards
Customers’ habits and interests changed in 2011, directly impacting the rewards and interactions they will desire in 2012. The convenience of mobile technologies triggered an outbreak of wanting everything here and now. Social gaming continued (and continues) to grow, fueling gamification’s ascent from industry buzz to implemented engagement tactic. Here’s a breakdown of the expected trends in 2012:...
Cinnabon Bakeries Begin Sampling Programs with International Delight
Through Jan. 31, Cinnabon Bakeries are offering a splash of Cinnabon-flavored coffee creamer from International Delight when customers purchase a cup of coffee. The creamer is located either on the condiment bar or offered by a server. Some bakeries sell the creamer on site, but all customers depart with a 55-cents off coupon for the creamer. ...
Kikkoman Loves Food Occasions
Kikkoman is a party brand. It loves barbeques, Super Bowl tailgate parties, Thanksgiving, Christmas and other special occasions. These key food occasions provide timeframes for the brand to push out recipe ideas for new ways to use its products along with incentives to purchase. How do the "Next Iron Chef" and broccolini fit it. Read on!...
Holiday Spending on Gift Cards to be Highest Since 2007
For the fifth year in a row, gift cards top Christmas wish lists. And the trend is only growing. Consumers are expected to spend an average $155.43 on the cards, the highest amount since 2007 and up from $145.61 last year. Total spending? A whopping $27.8 billion, according to the National Retail Federation’s 2011 Holiday Consumer Intentions and Actions survey conducted by BIGresearch, released last month....
2012 Trends Report: The Outlook for Marketing Growth in Key Promotional Categories
The economy’s still shaky and consumers are still nervous about opening their wallets. But that doesn’t mean promotional marketing gets to take a breather. More than ever, the burden remains on marketers to conceive of, execute and measure innovative and convincing promotions that will ultimately help seal the deal. Promo talked with promotional experts about what 2012 may bring for marketers and their agencies....
Building Brand Loyalty Starts with Employees
There’s an inconvenient truth in loyalty marketing—no matter how much time and money a brand invests in programs, rewards and outreach, a customer’s loyalty can swing in either direction with just one employee interaction. With employee engagement programs, we see potential and realized engagement as a complement to customer-loyalty efforts. It’s an ideal, and the most direct, opportunity for customers to interact with the brand. Employers can guide their associates down this “path” to become frontline ambassadors who fulfill and deliver a premier brand experience. Let’s look at each stage more closely: ...
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External Resources
Incentive Marketing Association: IMA’s primary purpose is to increase corporate America's use of incentives. Its ultimate objective is to expand its customer base by promoting the use of incentives through customer education, and a professional, mainstream media campaign designed to reach decision-makers in corporate America.
Advertising Specialty Institute: ASI serves distributors and suppliers in the promotional products industry.
Promotional Products Association International: PPAI is a trade organization for suppliers and distributors in the promotional products industry.
Society of Incentive & Travel Executives: SITE is an international, not-for-profit, professional association that provides educational seminars and information services to those who design, develop, promote, sell, administer, and operate motivational programs as an incentive to increase productivity in business.
