1) Make a brand promise. Then deliver on it. The days of trying to be everything to everyone are over - especially if you're just starting out. It's about understanding who your customer is, what problem they face, promising them you are THE company to solve that problem, and then delivering on that promise. Do that, and you'll have loyal customers. 2) Treat customers like friends. Consumers have no real relationships with traditional CPG brands; they're more often 'brand lazy', not 'brand loyal', and buy what they buy because it's what they've been buying - often times because there are few options to choose from. That's changing FAST so if you want to earn & keep customers you have to be vulnerable & honest at times, you have to keep in touch with them, you have to tell them who you are and why you do what you do - and you have to listen to what they have to say. Basically, treat them as you would a friend (if you do, they might even Like you on Facebook). 3) Don't go stale. The world is a changing - fast - and your customers are being presented with competitive product options everyday. If you've got them to choose you at checkout, yay! - celebrate the win, but remember you have to keep them excited and engaged. Extend the honeymoon period of the relationship by innovating a participatory marketing campaign, or by introducing a new flavor they might like, or by designing better packaging that better serves their needs. Show them you're here to serve them and their needs and consumers will reward you with their loyalty.
adtech SF 2012: Competitive Couponing - Social, Monetary and Personal Validation through Online Deal Hunting
CompetitiveCouponingSocial, Monetary and PersonalValidation through Online Deal Hunting
Details• Moderator: – Samantha Skey, Chief Revenue Officer - Recyclebank• Panelists: – Sundeep Ahuja, Founder and CEO - Blissmo – Tara Scarlett, Senior Manager, CRM and Mobile Marketing - The Coca-Cola Company – Annie Lescroart, Senior Manager, Sustainability - eBay
1 Make It Personal • The magic of coupons 2.0 lies in EXPERIENCE. A range of opportunities exist to create an strong brand experience within the coupon conversion • Consumers will get a double rush when a coupon is offered as both a reward for a positive action as well as validation of work-well-done • Coupons should be rewards, not entitlements Brand Personal Loyalty Connection Fulfillment
2 Make Them Earn It • Combining fun gaming elements like challenges and badges with your rewards is a great way to engage and entice your customers • Games are an excellent technique to keep customers of all demographics interested, engaged and eager to repeat the experience • Did you know? The average social gamer is a 43-year-old woman
3 Tie it to a Larger Purpose • Wallet Activism • Today’s new generation of shoppers are motivated by the “triple bottom line” (goods and services that offer financial competitive advantage, social equity and the confirmation of corporate citizenship) • A slamming 92 percent of moms today want to buy a product that supports a cause • Transforming a coupon into a true indicator of social accomplishment for completing an action for the greater good makes the coupon an
4 Make it SUPER Easy • 47 percent of consumers redeemed digital coupons in 2011 • Offer your consumer a highly relevant coupon that will make their lives easier, and redemption rates will follow
BlissmoTop 3 Tactics Used toDrive Customer Loyalty:1. Make a brand promise. Then deliver on it.2. Treat customers like friends.3. Dont go stale.
Our Digital Evolution LEVERAGING REWARDING OWNED & SHARED INTERACTIONS ASSETS TO DRIVE & CONVERSION TRANSACTIONS CREATING ENABLING ENGAGING TECHNOLOGY TO DIGITAL DELIVEREXPERIENCES SCALABLE PRECISION
Driving Value 18.4 million $36 million #1 Beverage members & growing In incremental Website in the U.S. consumption 270 million 15% YOY increaseemails sent in 2011 in Brand Favorability 150+ partners 7 million monthly& 400 programs visits & activated in 2011 9 billion impressions in 201130% of all K-12 Actively engaging our schools Social registered community 12% visits 15 brands via mobile - up from participating 3% one year ago in program
Key Strategies EQUITABLE VALUE EXCHANGE TO ACHIEVE MARKETING OBJECTIVES SOLVE A BETTER USE DATA TO BE CONSUMER CONNECTIVITY MORE RELEVANT NEED
Programs to date 100,000 August 2010: eBay Box ~24,000 September 2011: Common Threads October 2010: Instant Sale ~85,000 January 2010: Recyclebank Partnership ~120,000 March 2009: Hearst Partnership, 30 Days of Green ~100,000
Who our GT members areEnrollment in eBay Average Customer Top Buyers eBay Top Rated SellersRewards Program Lifetime Value 2.3x 5.6x 5.5x $89 Active US eGT Active US eGT Active US eGT Active US eGT buyers members buyers members buyers members buyers members eBay Inc confidential 17
Driving Customer Loyalty 1 Know the limits of what your customers are willing to do (eg eBay Box) Don’t underestimate the power of cash – or good timing (eg eBay 2 Instant Sale) Make sure you know your audience; test and learn along the way 3 to drive continuous improvement (eg RecycleBank)