TED style talk at PCMA Convening Leaders

1. Customer Loyalty 3.0
Carol Roth
Twitter: @CarolJSRoth

2. Loyalty 1.0
- Price Competition
-Loyalty to a Program
Not a Brand
-Spenders vs. Senders

3. Loyalty 2.0
-Loyalty is not
Transactional

4. Loyalty 3.0
-Bridges
-Connections
-Relationships

5. 5 PILLARS
OF PRODUCT /
CUSTOMER SERVICE
LOYALTY OFFERING
CUSTOMER COMMUNITY /
SERVICE AFFINITY GROUP
EXPERIENCES BRIDGE

6. Using the Loyalty 3.0 Framework
TO TURN NEW EXHIBITORS INTO
RAVING FANS / LIFELONG EXHIBITORS

7. Product / Service Offering
- #1 sales; #2 sales leads
-Not selling space, but giving
them the best opportunity to
land customers
-Flow set up so attendees
have to come past or into
their booth;
-Integrate them into rooms
or non-traditional places;
-Integrate them into virtual
and hybrid events

8. Community / Affinity
-First time = daunting
-Assign someone to be
matchmaker with both
other first-timers and
veterans
-Integrate them into
activities

9. Experience & Service
- Use a special liaison or
welcoming committee to
show them the ropes and
check in on them
- Leverage tools and
technology to make it easy
and seamless for them to
arrive, set-up, sell and
breakdown

10. Recap
1. Know your senders and spenders
2. Understand the pillars of loyalty
that are important to your
customers
3. Take appropriate actions to
leverage those pillars

11. Loyalty 3.0
TO TURN NEW EXHIBITORS INTO
RAVING FANS / LIFELONG EXHIBITORS
Carol Roth | www.CarolRoth.com