TED style talk for PCMA Convening Leaders - Growing Attendance

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 GROW ATTENDANCE

7. Community / Affinity
- Retention, then growth
- Leverage your senders
and spenders
-Create incentives for past
attendees to bring new
attendees with
-Foster community and
connections before and after
the event
-Friendships = tipping point

8. Product / Service
-VERBOGRAPHICS: ask them
what they want
-Balance the familiar with
keeping it fresh
-Allow for consumption in
different ways, but make
each method special and
engaging

9. Experience & Service
- Use VIP treatment from
arrival through departure
(make sure they know that
you know they are there)
- Use an intimacy file to help
them feel cared for
- Create an memorable
experience with a concierge
or spouse events

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 GROW ATTENDANCE
Carol Roth | www.CarolRoth.com