Fighting against the erosion of brand loyalty, and a shortening attention span by using all things digital.

1. Challenge:
Fighting against the erosion of
brand loyalty, and a shortening
attention span by using all things
digital.
From: John Kennedy
www.neunerkennedy.com

2. seconds
① Keeping things in perspective,
the attention span of Fred my
goldfish – 9 seconds.

3. seconds
① Study by National Center for
Biotechnology Information,
average attention span of a
human.

4. points
① 8 points that give insight on
how to fight for your 8
seconds.

5. Explosion
of the digital
age.
1 2 3 4 5 6 7 8
① Smartphones are the multiplier
effect on this digital revolution.
② Colloquy thinks Starbucks is a winner
with digital and loyalty.

6. What is the point
of points
1 2 3 4 5 6 7 8
① Shift from point junkies to coalition rewards fans,
seeking more flexible ways to earn & spend.
② Check out PINS from
Coalition Rewards Ltd.

7. Rewarding social
interaction not just
spend.
1 2 3 4 5 6 7 8
① Reward others to do your
talking.
② Lancôme has a new Elite rewards
program to create a buzz.

8. How are you
unique?
1 2 3 4 5 6 7 8
① Too many “me too” programs. ② Check out Patagonia’s approach to
doing good and supporting it’s brand .

9. Gamification
impact
1 2 3 4 5 6 7 8
① Everybody likes to play and
win.
② Read about JetBlue Airways and
Badges for gamification purposes
from Comarch.

10. Technology means
size is not everything
1 2 3 4 5 6 7 8
!
② Read what Colloquy says
about MoPals on their
approach to loyalty.
① Cloud computing, accessible complementary
technologies (i.e. data analytics) and affordable
IT mean that smaller firms can play in the
loyalty game.

11. Digital
stickiness
1 2 3 4 5 6 7 8
① Loyalty and digital working together as a part of the
overall digital efforts of an omnichannel strategy.

12. Just give me what
I WANT.
…forget the options
1 2 3 4 5 6 7 8
① Keep it simple, improve on what you have rather than add more
complexity and use your data to understand customer demand
drivers.

13. 8 factors that impact those 8 seconds
① Smartphones are the multiplier effect of the digital
revolution.
② Coalition shift, finding less restrictive ways to earn &
spend points.
③ Rewarding social interaction not just spend.
④ Addressing “me too” program values and features.
⑤ Gamification influences on program user experience.
⑥ Affordable technology means size is not everything!
⑦ Digital stickiness – an omnichannel strategy.
⑧ Don’t give me options – just give me what I want!
www.neunerkennedy.com

14. 14
Advertising.Branding.Campaigns.
CRM.Digital.Drinks.Dining.Menus.
ECommerce.Food.Hotels.Research.
Business audit.Insights.Loyalty.
Omnichannel Marketing. E-mails.
Operations. Customer service.
Promotions.Restaurants.Social
Media.Strategy.Tactics.Web.
www.neunerkennedy.com

15. To make contact:
www.neunerkennedy.com
www.johnkennedyindustries.com
john@neunerkennedy.com
hello@johnkennedyindustries.com