Effective Integration of Loyalty Programs and eClubs                  November 2012
Fishbowl Best Practices Webinar   Hosted by:   Liz Friscino   Online Marketing Consultant                                  2
Agenda• Loyalty Marketing Defined• eClubs and Loyalty Programs: Similarities and Differences• Integration and Collaboratio...
MarketingD-e-f-i-n-e-d
Loyalty Marketing: Beyond the Plastic CardWhat Is It?Loyalty is a feeling of attachment that customers have towards a bran...
Why The Excitement and Urgency          Around Loyalty Cards?
What’s Driving the Interest In Card-based Programs? • Revenue Potential     o Loyalty club members visit more often, spend...
How Big Is the Pie and How Can You Reach Them?      Consumers                    Broadcast + Print                        ...
Many are willing to ENGAGE, few are ready to COMMIT              eClub Loyalty           eClub           eClub            ...
eClubs & Loyalty Card Programs – How Do                            They Relate?
Shared Member Traits + A Paired Data Opportunity                                          DEMOGRAPHIC DATA         A fondn...
eClub-based Loyalty Marketing  eClubs target basic   Triggered offers are    Common trigger  loyalty objectives         de...
Card-based Loyalty Marketing: 2 Primary Types        Point-based Rewards                  Surprise & Delight Rewards   Poi...
Stand-alone Challenges for eClubs and Loyalty Programs                eClub Only                             Loyalty Progr...
Integration Model and Program Examples
A Loyalty Program and eClub Working in Tandem                                                                          Dig...
The 837 Club: Palm Restaurants                      Program At A GlanceLaunch Date              October 1997Enrollment Met...
The Bones Club: Smokey Bones                                                              Program At A Glance             ...
Using Your Website to Build eClub & Loyalty Program Awareness                                                             ...
Summary and Recommendations• Every consumer touch point provides an opportunity to deepen the relationship and build  cust...
Questions?Thanks for your time!
Upcoming Fishbowl WebinarsDecember 13th   Post-holiday Planning Tips & Strategies
Resources   For information on Fishbowl’s creative and strategic Professional Services   offerings:   Enterprise Clients: ...
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Fishbowl Webinar Best Practices for Integrating Loyalty Programs & eClub

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  • Fishbowl Webinar Best Practices for Integrating Loyalty Programs & eClub

    1. 1. Effective Integration of Loyalty Programs and eClubs November 2012
    2. 2. Fishbowl Best Practices Webinar Hosted by: Liz Friscino Online Marketing Consultant 2
    3. 3. Agenda• Loyalty Marketing Defined• eClubs and Loyalty Programs: Similarities and Differences• Integration and Collaboration• Summary and Recommendations 3
    4. 4. MarketingD-e-f-i-n-e-d
    5. 5. Loyalty Marketing: Beyond the Plastic CardWhat Is It?Loyalty is a feeling of attachment that customers have towards a brand.Loyalty Marketing focuses on strengthening brand attachment toinfluence consumer behavior…one member at a time.Why Do It?The goal of Loyalty Marketing is to maximize the Lifetime Value of eachcustomer through increased member frequency, spend and retention. CARD-BASED LOYALTY PROGRAMS CAN BE A KEY COMPONENT OF A LOYALTY MARKETING STRATEGY 5
    6. 6. Why The Excitement and Urgency Around Loyalty Cards?
    7. 7. What’s Driving the Interest In Card-based Programs? • Revenue Potential o Loyalty club members visit more often, spend more and take greater ownership in the brand o It costs about 5-10 times more to acquire a new customer than to sell to an existing one o On average, current customers spend 67% more than new ones • Market Share Battles o More and more restaurant brands are launching some form of earned reward program and In the fight for customers, no one wants to fall behind o A loyal customer has less opportunity to visit competitors • Success Stories o Airlines, hotels, retailers and restaurants are crediting their loyalty programs for sales growthTHE QUESTION IS: How Many Consumers Are Willing to Pledge their “Loyalty” to Your Brand? 7
    8. 8. How Big Is the Pie and How Can You Reach Them? Consumers Broadcast + Print Branding and offers sent to a at Large general audience using mass media Potential eClub Members In-store + Email + Social Media News, benefits and offers sent to members, fans and followers Loyalty Prospects
    9. 9. Many are willing to ENGAGE, few are ready to COMMIT eClub Loyalty eClub eClub eClub Loyalty eClub eClub eClub eClub Together…Loyalty Programs and eClubs can provide a bridge across the varying member engagement levels
    10. 10. eClubs & Loyalty Card Programs – How Do They Relate?
    11. 11. Shared Member Traits + A Paired Data Opportunity DEMOGRAPHIC DATA A fondness for your brand • Email Address • Home store Medium to Heavy Usage • Birthday • Name • City, State, Zip Desire for rewards & discounts TRANSACTION DATA • Card Number Interest in News & Events • Check Amount • Points Earned • # of Visits • Lifetime Spend
    12. 12. eClub-based Loyalty Marketing eClubs target basic Triggered offers are Common trigger loyalty objectives designed to events include: promote program Welcome, Birthday • Engagement commitment and Anniversary • Transactions • Retention 12
    13. 13. Card-based Loyalty Marketing: 2 Primary Types Point-based Rewards Surprise & Delight Rewards Points earned based on spend and Focus is on instant ‘win’ and rewards frequency; can include varying levels rather than point accumulation of rewards based on point level Heavier emphasis on soft benefits & Push on driving incremental visits and recognition (event invites, VIP increasing frequency privileges) 13
    14. 14. Stand-alone Challenges for eClubs and Loyalty Programs eClub Only Loyalty Program Only - Limited group of available members - No escalating or accumulating rewards - No benefits without membership - Limited to demographic data capture - Most communication directly related to the Loyalty program - Maintaining engagement can be difficult - Limited social media reach 14
    15. 15. Integration Model and Program Examples
    16. 16. A Loyalty Program and eClub Working in Tandem Digital media used to Members swipe loyalty deliver relevant card or redeems eClub messaging and loyalty offer Behavioral and preference recruit new loyalty data stored for ongoing use members Ongoing mining analysis of data to better target loyalty members eClub segments
    17. 17. The 837 Club: Palm Restaurants Program At A GlanceLaunch Date October 1997Enrollment Method In restaurant or onlineReward System Points; earn one point for every dollar spentMember Approach 2-tier: email program and 837 club Program Integration Palm Mailing List (eClub) 837 Club (Loyalty Program)Messaging Welcome Message , Update Profile Message, Monthly 837 Club Welcome, Miss You Message (60 days after last Newsletter and promotional messages. Monthly transaction), Monthly Newsletter with 837 specials, messages include 837 only special & push for Promotional Emails conversionHard Benefits Birthday lobster certificate; variety of prizes including Palm Free appetizer on join (select campaigns only) certificates, gift cards to other vendors (Tiffany & Co, Neiman Marcus), travel excursionsSoft Benefits Event invites, menu specials, exclusive news Periodic special offers, special event invitationsExpiration & N/A Unused points expire 18 months from date of issue; mustRestrictions accumulate 500 lifetime points and have activity 6 months prior to birthday to receive birthday offer 17
    18. 18. The Bones Club: Smokey Bones Program At A Glance Launch Date August 2009 Enrollment Method Online Reward System Points; earn one point for every dollar spent Member Approach 2-tier: email program and Bones Club Program Integration Bones Club Lite (eClub) Bones Club (Loyalty Club) Welcome, Birthday and Anniversary, Bones Club Welcome, Miss You Message (60, 120Messaging coupons and promotional items. Welcome days after last transaction), Rewards Notice, message includes push for conversion. monthly promotional emails and newsletters Receive $20 credit for every 200 points earned; $10 off for Welcome, birthday cake, freeHard Benefits free appetizer with enrollment, receive points dessert even when paying with rewardsSoft Benefits Exclusive news, event invitations Bonus point opportunitiesExpiration & Coupons expirations vary based on No expirationRestrictions promotion 18
    19. 19. Using Your Website to Build eClub & Loyalty Program Awareness 19
    20. 20. Summary and Recommendations• Every consumer touch point provides an opportunity to deepen the relationship and build customer loyalty. • Remember…consumers are at different places on the “loyalty” continuum, so be ready to meet them where they are.• Your eClub already plays a valuable role in your Loyalty Marketing strategy and can provide a natural first-step towards loyalty club membership: • Delivery of basic loyalty rewards (birthday, anniversary, etc.) • Recruitment of new program members and conversion of eClub members• If you’re considering a card-based loyalty program. Carefully consider the following: • Add-on costs of the program (POP, collateral, cards, rewards and liability for unredeemed points)? • How the program will look in 6 months, 1 year, 3 years (brand and customer perspective) • Resources needed to manage the program and related data today and as it grows• The most successful eClubs and Loyalty programs are easy to understand, join and use
    21. 21. Questions?Thanks for your time!
    22. 22. Upcoming Fishbowl WebinarsDecember 13th Post-holiday Planning Tips & Strategies
    23. 23. Resources For information on Fishbowl’s creative and strategic Professional Services offerings: Enterprise Clients: Please contact your Account Director Local Clients: Please contact your Sales Representative Not yet a client? 800.836.2818 US & Canada Sales 0203 3030274 UK Sales Technical questions? Call our Support line 800.883.1984 or email clientsupport@fishbowl.com Existing clients, get the most out of Fishbowl webinar sign up : http://www.fishbowl.com/feature/webinar_enterprise_series

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