The document outlines a loyalty-based marketing masterclass held at the Carlton Hotel in Singapore, focusing on enhancing customer retention and engagement through effective loyalty programs and data-driven strategies. Led by marketing expert Michael Leander, the course addresses the evolving landscape of marketing, emphasizing the importance of customer relationships and the differentiation of loyalty programs. Attendees will learn through real case studies, interactive discussions, and best practices to strengthen their marketing efforts in a competitive environment.

1. Loyalty Based Marketing
Masterclass
Getting loyalty marketing and relevancy right in the age of social conversation
Carlton Hotel, Singapore • 29th – 30th July, 2010
Testimonials:
“It always amazes me how few marketing experts really understand what it takes to
get customers. Michael is one of the very rare exceptions. And, just as important, he is
entertaining, and makes things clear.”
- Drayton Bird, world renowned marketing guru and best selling author of
Commonsense Direct Marketing
“Michael Leander is a true expert and innovator within the direct and interactive marketing
arena. His energetic presentations are full of actionable insight, interesting and very
entertaining. In my opinion Michael currently is one of the best speakers in Europe. His unique
style, ability to engage even “difficult” audiences is remarkable. Highly recommendable.”
Course Facilitator: - Jørgen Andreassen, Marketing & Membership Manager at FEDMA
Michael Leander “Nowadays email and Internet is an important tool for Direct Marketing. Nevertheless, our
Chief Executive Officer knowledge of what works better within this techniques is still scarce. The speed how things
are happening on this field and the way everything develops is huge. There is a need to
Michael Leander Company understand and to follow the best practices to built successful initiatives. Michael Leander’s
(Formerly Known as Fokus knowledge can help on doing so.”
Integrated) - Dr. Ana Abecasis, Promotion Manager, Selecções Reader’s Digest, Portugal
Moderator of:
Meemoo2 Marketer’s Blog
Xing’s Chief Marketing Officers
Capitalize On Expert Knowledge To Gain Maximum Value
Exclusive Group On These Vital Issues
(Marketingboss)
EVALUATE current status and efficacy of your current customer database
Follow Michael on Twitter @michaelleander UNDERSTAND the different touch points affect consumer experiences
LEARN how to leverage on consumer profiles built to enhance marketing efforts
DIFFERENTIATE your loyalty programs from your competitors through strategic
Importance of Topic online presence
• Over a 5 year period businesses may IMPLEMENT actionable strategies to build loyalty on social media platforms
lose as many as 1/2 of their customers BUILD customer engagement through use of appropriate mediums and currency
• Acquiring a new customer can cost 6 to MEASURE marketing efforts for accountability
7 times more than retaining an existing
COMPARE best and worst practices of organizations through extensive use of case
customer.
studies
• Businesses that boosted customer
retention rates by as little as 5% saw UNI training courses are thoroughly researched and carefully structured to provide practical and
increases in their profits ranging from 5% exclusive training applicable to your organization.
to a whopping 95%. Benefits include:
• Thorough and customized programmes to address current market concerns
• Illustrations of real life case studies
- Frederick Reichheld, Bain & Company
• Comprehensive course documentation
• Strictly limited numbers
Corporate Partner Proudly Organised by

2. Agenda
WORKSHOP OVERVIEW
The main determining factor in the profitability of an organization is no longer how many new customers they acquire, but rather, the
rate in they retain them. It is comes as surprise that marketers turn to rewards programs to induce repeated purchases. However, many
businesses do not realize that having a loyalty program with good rewards is not sufficient in building customer loyalty. It is instead rather
a tool to gather data and better understand consumers. True loyalty is not built through discounts or premiums, but rather, through sincere
customer engagement.
Gaining share of wallet is not the same as gaining share of heart.
This workshop will be mainly focused on three key areas, Firstly, evaluation of your current customer relationship management, to
understand if they are currently aligned with existing marketing efforts. Secondly, strategic decision making through effective data mining
using Customer Lifecycle Automation and Return on Behaviour. Thirdly, building consumer engagement – tools and strategies to turn
good customers into great customers; loyalists to advocates by differentiation of your loyalty programs against your competitors through
strong online presences and permission marketing. Case studies of top companies will be used to allow benchmarking of best practice
and pitfalls to avoid.
DAY 1 | 29th July 2010 DAY 2 | 30th July 2010
INTRODUCTION AND EVALUATION TOOLS AND STRATEGIES TO FOSTER LOYALTY AND
ENGAGEMENT
Introduction
7 Things that impact your brand in a big way Establishing a meaningful Loyalty Program to your
The customer experience across all touch points consumers
(i.e.: communication, human and physical interactions your How to best incorporate it with existing marketing efforts
customers experience during their relationship lifecycle with utilizing customer profiling.
your organization.) Customer Engagement through the use of appropriate
How the customer experience impacts loyalty and word of currency (relevant and meaningful rewards) and mediums
mouth Loyalty with Youth - Generation gaps and differences
Reviewing your Current Customer Strategy in mediums used as compared to the past.
Addressing the 5 main components in your customer Cause related Marketing – Caring for what your consumers
strategy to understand if your existing efforts are aligned or are passionate about.
if a revision is needed Using email and mobile marketing to enhance the
Tuning your customer strategy and addressing key strategic customer experience and increase results
issues Increasing interact with your consumers through permission
Differentiating your customer strategy from your based email and mobile marketing
competitors Is your current mobile and email strategy boosting or
destroying customer relationships?
CUSTOMER PROFILING AND STRATEGIC DECISION Best practices from around the world
MAKING Integrating email and mobile in your existing media channel
mix
Customer profiling and Customer Lifecycle Automation Loyalty programs through use of smartphones and iphone
How to setup a compelling profiling program applications
How to work with customer profiles to increase the
effectiveness of your campaign Case Studies: Bang & Olufsen and Scandinavian Airlines
Qualification techniques: Share of wallet, RFM (Recency
Frequency Monetary) and CLV (Customer lifetime Value) Tying an existing loyalty program to your social media
The customer lifecycle approach: how to get started presence
Setting up your customer lifecycle management strategy Tips on gaining a respectable presence in social media and
using the Customer and Prospect Wheel social networks
Three common mistake that marketers world wide make in
The Return on Behaviour Concept
social media and how to avoid them
A new concept that measures customer satisfaction live in
Best practices from around the world
all customer touch points
What If Facebook/Twitter is dead? And what should that
Effectively used by banks, insurance companies,
mean for your social media strategy
telecoms and others to improve customer loyalty,
increase retention and prevent churn Case Studies: Starbucks and Vodaphone
Utilizing the acquired actionable knowledge to improve
customer service processes, differentiate services, etc Measuring your success in an actionable fashion
Utilizing multiple channels for maximum impact Setting up listening posts to monitor your customer
From sender control to recipient control (aligning recipient satisfaction
media preferences with sender activities) How to integrate customer loyalty score with your marketing
Getting Return on Marketing Investment right database
How to test media channels efficiency
*Other case studies relevant to your industries will be used in
various segments to augment learning and drive across key
points.

3. Agenda
WHO SHOULD ATTEND ABOUT YOUR COURSE FACILITATOR
This event is specially designed for Managers, Senior Managers, Michael Leander is the CEO/Principle Consultant of Michael
Directors, (Ass) Vice Presidents and Head of Departments of Leander Company, a consultancy firm specialized in helping
B2B and B2C marketers improve customer acquisition, retention
Marketing
and loyalty through cleverly designed and highly cost effective
Channel Marketing automated marketing programs.
Product Development
Sales With more than 20 years of experience leading organizations in the
field of marketing, management and sales, Michael Leander is an
Advertising and Promotions
expert in the areas of customer lifecycle marketing management,
Marketing and Planning marketing automation, marketing strategy, permission (email)
Business Development marketing, multi-channel marketing and direct/interactive
Events and Promotions marketing. He is a hands-on marketing expert who only preaches
what he practices.
Customer Services
Consumer Business Development He is also an accomplished international direct and interactive
Strategic Marketing/Planning marketing speaker, frequently invited speak on marketing topics
Brand in over 3 continents. Covering a range of topics related to direct
marketing, interactive marketing and CRM, Michael has presented
Market Research
in front of audiences in more than 25 countries earning him a
Consumer Insight reputation as a “great marketing speaker and marketing trainer”.
Consumer Sales/Corporate Sales
In addition to his consulting and training career, Michael is the
moderator of two of the most popular marketing websites, the
WHY YOU SHOULD ATTEND Meemoo2 Marketer Blog as well as Xing’s Chief Marketing Officer’s
Exclusive Group. (Marketingboss).
“With the improving external environment and the swift policy His partial client list includes:
responses from ASEAN+3 authorities, economic recovery in the
region is taking hold. ASEAN’s aggregate growth is forecast to Bang & Olufsen
rebound to 5.1% in 2010, based in large part on the recovery in Georg Jensen
global trade and investment.”
Maersk
- Haruhiko Kuroda, President of Asian Development Bank. IBM
At the 13th ASEAN+3 Finance Ministers Meeting, 2 May 2010. General Electrics
Grundfos
The economy has shown signs of improvement, and global Pfizer
consumer spending expected to continue growing. Your customers
Novo
are beginning to look more attractive than ever. You’ve seen them
around, but you never really took the next step. You realize that you Nordisk
don’t just want a date with them, you want to build a relationship. Texaco
However, you are not the only one who wants that relationship with
Statoil
them. Your competitors will too as well, and they will fight tooth and
nail with you for them. GE Money Bank
Ikea Bank (Ikano Finans)
Are you ready for them? Danske Bank
Basisbank
This 2 day course will help you understand how you can optimize
your loyalty marketing initiatives while exploring how to effectively
leverage new tools to enhance the customer experience and in In-House Training
turn retain and grow customer relationships.
Cost effective In-house courses, tailored specifically to your
organisation’s needs, can be arranged at your preferred location and
Touching upon the common mistakes many marketers make, time. If you would like to discuss further, please contact our In-house
Michael Leander expect to use his highly interactive approach division at iht@unistrategic.com.
to address attendee’s critical issues. Through interactivity and
exercises you are going to take away a lot of input for improvement
which you can implement in your existing setup right away.
Program Schedule
(Day 1 - Day 2)
08:30 Registration
PRE-COURSE QUESTIONNAIRE 09:00 Morning Session Begins
10:40 - 11:00 Refreshments & Networking Break
To ensure that you gain maximum value from this course, a detailed
questionnaire will be forwarded to you upon registration to establish your 12:45 Luncheon
exact training needs and issues of concern. Your completed questionnaire 14:00 Afternoon Session begins
will be analysed by the course trainer prior to the event and addressed during
15:30 - 15:50 Refreshments & Networking Break
the event. You will receive a comprehensive set of course documentation to
enable you to digest the subject matter in your own time. 17:00 Course Ends