A small percentage of premium guests in the hospitality industry represent a majority of the profit, especially for hotel, restaurant, transportation, and credit card companies. But, how does a company give consumers a compelling reason to choose and frequently return to a brand won via a true connection with the organization?
Moving beyond this repeat business and into true loyalty and brand advocacy is big business in hospitality and travel. The landscape of loyalty and customer expectations is evolving dramatically due to new customer segment needs, the complex and expensive financial structures of programs, the ubiquity of programs across industries, and the transformation and accessibility of technology and information. The question for companies is how can they win in the ever-growing loyalty war.
The question for customer is whether the program is worthwhile to join. And, the overall question for the industry is whether true loyalty exists. This course looks analytically and creatively at the future of these programs, including deep insights into the business, finance, and design of loyalty programs, consumer perspectives, partnerships, and marketing efforts.
Driving Brand Loyalty Through Superior Customer Experience Nuxeo
Today’s consumers expect content that reflects a brand’s promise and that is relevant, informative and supported by rich media experiences.
Join CMSWire and Alan Porter, Nuxeo’s Director of Product Marketing and author of “The Content Pool,” as we explore trends in customer expectations that drive brand loyalty in a digital world, based on recent survey data. Discover methods for storing, managing and delivering rich content that engages your customers and provides the digital experiences they expect.
This webinar will cover:
- Build a content-driven digital supply chain that ensures consistency and speed time to market
- Leverage new technologies like AI and machine learning that drives improvements to customer experience
- Identify and start practical projects that build brand trust
How Creatives Are Getting Creative in 2020 and BeyondNuxeo
Today’s creative teams are facing some crazy challenges – studios are shut down, production is stalled, and staff are scattered. But overcoming new challenges is where creative people excel.
This webinar will explore some of the innovative strategies and new technologies that have:
• Generated inspiration
• Used existing digital assets in unique ways
• Developed new processes
• Motivated teams
Learn how we can tackle the future together.
The document describes Givair, a social micro-gifting platform that allows users to spontaneously gift small amounts of money to contacts instantly through a mobile app. Givair aims to make gift giving more convenient than shopping in stores or online by offering a wide selection of low-cost digital gifts that are immediately available. The platform plans to partner with local businesses to drive sales and foot traffic without costs or risks to the partners. Givair believes it can capture a significant share of the $400 billion prepaid gift card market by leveraging social networks and mobile payments.
An introduction to Search Engine Marketing, Pay-per-click, PPC and being a Google Premier Partner. Some best practices, things to look for and how to stand out above the competition. PPC is a great addition to any advertising or marketing campaign
This document contains summaries of various marketing campaigns and strategies conducted by WAA, an integrated marketing agency. Some key details include:
- WAA helped a client drive membership to a gym chain by transforming its brand from just a health club to a lifestyle brand, and launched a "Resolution Amnesty" promotion that drove over 7,000 new members.
- For a home security company, WAA created an iPhone app and corresponding website to allow homeowners to survey their property and get security advice, driving app downloads and traffic.
- WAA analyzed social media conversations around a client's products to provide insights on audiences, topics, sentiment and competitors to inform social media strategies.
This document outlines the benefits of digital marketing and provides guidance on how to plan an effective digital marketing strategy. It discusses key concepts like the SOSTAC framework for developing digital marketing plans, the AIDA model for capturing attention and driving actions, and metrics like return on investment (ROI) and customer acquisition cost. The document also provides a template for a one-page digital marketing plan covering areas like pre-sales, sales, and after-sales support. Overall, the document provides a comprehensive overview of how to strategically plan and measure the success of a digital marketing campaign.
This digital marketing plan proposes increasing Applebee's digital presence through a rewards program tracked on their website and mobile app. The plan would allow customers to earn points for purchases and activities that can be redeemed collectively for donations to schools or charities. Key features include tracking team check-ins, an improved mobile app integrating key tags to earn points, and a website to monitor rewards progress for donations.
Lululemon's digital strategy aims to build more value and engagement through new social media tools and consistency across platforms while reducing ads. The strategy focuses on social media engagement, website design and SEO, and a more user-friendly mobile app. Key goals over 4-9 months include transforming touchpoints to conversion points, building satisfaction, and measuring success through customer feedback, leads, and sales metrics.
Driving Brand Loyalty Through Superior Customer Experience Nuxeo
Today’s consumers expect content that reflects a brand’s promise and that is relevant, informative and supported by rich media experiences.
Join CMSWire and Alan Porter, Nuxeo’s Director of Product Marketing and author of “The Content Pool,” as we explore trends in customer expectations that drive brand loyalty in a digital world, based on recent survey data. Discover methods for storing, managing and delivering rich content that engages your customers and provides the digital experiences they expect.
This webinar will cover:
- Build a content-driven digital supply chain that ensures consistency and speed time to market
- Leverage new technologies like AI and machine learning that drives improvements to customer experience
- Identify and start practical projects that build brand trust
How Creatives Are Getting Creative in 2020 and BeyondNuxeo
Today’s creative teams are facing some crazy challenges – studios are shut down, production is stalled, and staff are scattered. But overcoming new challenges is where creative people excel.
This webinar will explore some of the innovative strategies and new technologies that have:
• Generated inspiration
• Used existing digital assets in unique ways
• Developed new processes
• Motivated teams
Learn how we can tackle the future together.
The document describes Givair, a social micro-gifting platform that allows users to spontaneously gift small amounts of money to contacts instantly through a mobile app. Givair aims to make gift giving more convenient than shopping in stores or online by offering a wide selection of low-cost digital gifts that are immediately available. The platform plans to partner with local businesses to drive sales and foot traffic without costs or risks to the partners. Givair believes it can capture a significant share of the $400 billion prepaid gift card market by leveraging social networks and mobile payments.
An introduction to Search Engine Marketing, Pay-per-click, PPC and being a Google Premier Partner. Some best practices, things to look for and how to stand out above the competition. PPC is a great addition to any advertising or marketing campaign
This document contains summaries of various marketing campaigns and strategies conducted by WAA, an integrated marketing agency. Some key details include:
- WAA helped a client drive membership to a gym chain by transforming its brand from just a health club to a lifestyle brand, and launched a "Resolution Amnesty" promotion that drove over 7,000 new members.
- For a home security company, WAA created an iPhone app and corresponding website to allow homeowners to survey their property and get security advice, driving app downloads and traffic.
- WAA analyzed social media conversations around a client's products to provide insights on audiences, topics, sentiment and competitors to inform social media strategies.
This document outlines the benefits of digital marketing and provides guidance on how to plan an effective digital marketing strategy. It discusses key concepts like the SOSTAC framework for developing digital marketing plans, the AIDA model for capturing attention and driving actions, and metrics like return on investment (ROI) and customer acquisition cost. The document also provides a template for a one-page digital marketing plan covering areas like pre-sales, sales, and after-sales support. Overall, the document provides a comprehensive overview of how to strategically plan and measure the success of a digital marketing campaign.
This digital marketing plan proposes increasing Applebee's digital presence through a rewards program tracked on their website and mobile app. The plan would allow customers to earn points for purchases and activities that can be redeemed collectively for donations to schools or charities. Key features include tracking team check-ins, an improved mobile app integrating key tags to earn points, and a website to monitor rewards progress for donations.
Lululemon's digital strategy aims to build more value and engagement through new social media tools and consistency across platforms while reducing ads. The strategy focuses on social media engagement, website design and SEO, and a more user-friendly mobile app. Key goals over 4-9 months include transforming touchpoints to conversion points, building satisfaction, and measuring success through customer feedback, leads, and sales metrics.
The document discusses Facebook's new Timeline feature for brand pages and provides guidance on optimizing pages using the cover photo, profile picture, tabs, pinned posts, timeline, apps/media, and administration tools. It also introduces new monetization options like Reach Generator and Premium on Facebook to help brands engage more users and measure the impact on key metrics. Brands are encouraged to leverage the visual storytelling capabilities and analytics of Timeline to strengthen their online presence and connection with audiences.
AR Marketing Conference: Mike Halstead talk sales promotion and AR ARMarketing.org
AR Marketing Conference Dublin April 15th 2014
Mike Halstead MD with m2end shared examples of how his company have developed solutions to augment sales promotions
Leveraging on PR to get investors attention by brandnow.asiaPacharee Pantoomano
This document provides tips for using public relations to gain investors' attention. It recommends (1) having an updated online press kit with recent press releases and corporate profile to showcase the company, (2) telling compelling stories about the founders and company vision, and highlighting products, services, and client success stories, and (3) networking in relevant organizations and online forums to engage potential investors and stay on top of new developments in the industry. Investors are interested in the team, their experience and qualifications, as well as the company culture.
9 Steps to Winning Your Content Marketing MarathonLaurie Paleczny
This document discusses best practices for content marketing using a running marathon metaphor. It outlines 9 steps: 1) deciding to run, 2) defining goals, 3) establishing metrics, 4) choosing tools, 5) choosing partners, 6) picking channels, 7) mapping content journeys, 8) planning recovery time, and 9) continuing running. The key messages are to set meaningful goals and metrics, choose the right tools, partners and channels for your business, map content across awareness and conversion stages, evaluate performance through recovery, and sustain content marketing as an ongoing practice.
Why do 97% of shoppers leave your site? They get lost and cannot find the right product. Personalization shows the right product at the right time. This helps convert shoppers on your Miva site, and re-engage shoppers with abandoned browse and cart emails. Please join 4-Tell's CEO to learn when, where, why and how to personalize the shopping experience, increase sales by 17%, and make your marketing dollars work harder for you.
The document discusses how optimizing a podcast service's subscription pages led to a 90% increase in conversions. It describes testing different page designs that incorporated visual indicators of progress, clear subscription options and benefits, and removed unnecessary elements. The winning variation that produced the most subscriptions removed the signup form, allowing visitors to first see the subscription options and benefits before signing up. The key lessons are to design pages that support visitors' cognitive progression from building credibility and value to investment and price, and anticipate their clicks to provide continuity.
CPTW - Trainer HQ - Google Marketing for Fitness ProfessionalsAlexei Kouleshov
Presentation by Alexei Kouleshov for Create PT Wealth (CPTW) or otherwise known as Trainer HQ. If you have any questions, visit our site https://yews.com.au
A website provides many benefits for businesses such as availability 24/7, global reach, providing information on products and services, increasing sales and leads, acting as a digital storefront, saving money, increasing credibility and networks, and answering customer questions. While social media is useful, a website allows for more ownership and control of content and data as well as searchability and professionalism. Kitsap Sun/JMG offers affordable, customizable websites that are easy to navigate and update, with ongoing support to help customers focus on their business. Key elements of an effective website include load time, responsive design, clear content and contact information, and analytics.
This document outlines the key considerations for starting and operating a successful e-commerce business, including developing multiple service offerings, utilizing various sales channels like online marketing and franchising, and ensuring critical success factors are met such as achieving operational break even and high profit margins. It also discusses the growth of the global e-commerce industry and opportunities in mobile, social media, and localized marketing.
Review of the key principles for making you business more refer-able and an overview on creating a referral marketing system so that you business markets itself.
Dave Martin proposes a digital strategy focused on millennials and pop culture through social media platforms like Twitter, Instagram, Facebook, Pinterest, and YouTube. The strategy aims to improve websites to be more user-friendly and use SEO, develop engaging content like a podcast and product placements, and optimize mobile apps and their features to better connect with customers.
SocialSEO Presents - How to Create a Facebook Ad Campaign.
Creating Facebook Ads can be extremely beneficial for your business. Learn more today! https://www.socialseo.com/
The document discusses product communication at LivePerson. It emphasizes treating product roadmaps and documentation as stories that are customer-focused and easy to understand. It provides examples of how LivePerson communicates their product story internally through roadmaps for employees and externally through marketing materials. The goal is to excite employees and customers by explaining the benefits and value of product updates in a simple, engaging story format.
Enhancing the B2B Buying Experience with Personalization – CertonaCertona
B2B buyers now take a digital-first approach to purchasing. Personalization enhances the B2B buying experience by leveraging customer data and analytics to simplify processes like product discovery, inventory management, and role-based purchasing. Personalization improves outcomes like customer loyalty, sales, and profitability by delivering personalized product recommendations, content, promotions, and experiences tailored to individual buyers' needs. Examples of personalization include personalized homepages, search, navigation, recommendations, and content across websites, emails, mobile apps, and sales tools.
Personalizing the Tottenham Fan ExperienceDynamic Yield
A presentation given by Tottenham Hotspur FC at Dynamic Yield's Personalization Pioneer Summit in Berlin.
The presentation also included a live, on-stage demonstration!
The order confirmation page is a great testing ground for speaking to new customers and introducing new experiences without impacting the purchase conversion. I present a case study for defining design objectives, setting measurable goals, providing clarity on feature development priorities and introducing new paradigm for user experience in the order confirmation page.
This talk was presented at Warm Gun in November 2012 and Geek Girls in January 2013.
2017 State of the Industry: Consumer Trends in Product Registration - RegistriaRegistria
How does product registration increase post-purchase customer engagement and drive new revenue? In this webinar hosted by GWSCA, Registria shares insights from its 2017 State of the Industry Report, featuring in-depth research based on data from 100+ global brands.
View the webinar video here: http://ow.ly/8ZPB30cwIMi
SESSION HIGHLIGHTS:
• What’s the number one reason customer register their products?
• Who is most likely to register products (you may be surprised!)
• Which customers prefer email, chat or SMS for post-purchase communication?
PIM Supercharges Your SEO Strategy: 7 SEO Benefits of PIM ImplementationCatsy
A proven way to drive revenue is by optimizing product content for search with an SEO strategy. No matter how you slice it, a search engine will eventually rank almost all product content built or syndicated for your website. PIM gives you the tools you need to optimize your content for SEO.
This document discusses Wilson Quah's experience with various e-commerce ventures including MilkADeal, a daily deals website. It describes the evolution of MilkADeal from its beginnings in 2011 focusing on wine sales to expanding into daily deals and products. Key challenges discussed include inventory risks, undersold/oversold deals, scaling operations, and customer dissatisfaction. The document outlines pivots taken to address issues like establishing product deals and a new payment structure. Currently, MilkADeal offers over 1,500 daily deals across 200,000 users and 300 supplier partnerships with the goal of improving fulfillment cycles, product selection, and expanding into new channels and logistics.
2016 Deloitte Case Competition Presentation by The D.R.E.A.M. TeamJoshua Williams IV
At the University of California A. Gary Anderson Graduate School of Management, students of The Summer Institute for Emerging Managers and Leaders (SIEML) were challenged to create a business strategy for AtoZ.com, an online retail company. Representatives from our leading corporate sponsor, Deloitte, were presented this presentation during the 2016 case competition.
Loyalty programs are not always successful and profitable. While some programs have enhanced the customer experience and brand differentiation, not all customers perceive rewards as making a meaningful difference in their purchasing decisions. Additionally, only around half of customers have serious intentions to repurchase from brands they accumulate points with. For loyalty programs to be truly effective and profitable, companies need to have a clear customer-centric strategy backed by processes that deliver tangible value to both customers and the business over the long-term. Simply implementing a program is not enough to create loyalty.
The document discusses Facebook's new Timeline feature for brand pages and provides guidance on optimizing pages using the cover photo, profile picture, tabs, pinned posts, timeline, apps/media, and administration tools. It also introduces new monetization options like Reach Generator and Premium on Facebook to help brands engage more users and measure the impact on key metrics. Brands are encouraged to leverage the visual storytelling capabilities and analytics of Timeline to strengthen their online presence and connection with audiences.
AR Marketing Conference: Mike Halstead talk sales promotion and AR ARMarketing.org
AR Marketing Conference Dublin April 15th 2014
Mike Halstead MD with m2end shared examples of how his company have developed solutions to augment sales promotions
Leveraging on PR to get investors attention by brandnow.asiaPacharee Pantoomano
This document provides tips for using public relations to gain investors' attention. It recommends (1) having an updated online press kit with recent press releases and corporate profile to showcase the company, (2) telling compelling stories about the founders and company vision, and highlighting products, services, and client success stories, and (3) networking in relevant organizations and online forums to engage potential investors and stay on top of new developments in the industry. Investors are interested in the team, their experience and qualifications, as well as the company culture.
9 Steps to Winning Your Content Marketing MarathonLaurie Paleczny
This document discusses best practices for content marketing using a running marathon metaphor. It outlines 9 steps: 1) deciding to run, 2) defining goals, 3) establishing metrics, 4) choosing tools, 5) choosing partners, 6) picking channels, 7) mapping content journeys, 8) planning recovery time, and 9) continuing running. The key messages are to set meaningful goals and metrics, choose the right tools, partners and channels for your business, map content across awareness and conversion stages, evaluate performance through recovery, and sustain content marketing as an ongoing practice.
Why do 97% of shoppers leave your site? They get lost and cannot find the right product. Personalization shows the right product at the right time. This helps convert shoppers on your Miva site, and re-engage shoppers with abandoned browse and cart emails. Please join 4-Tell's CEO to learn when, where, why and how to personalize the shopping experience, increase sales by 17%, and make your marketing dollars work harder for you.
The document discusses how optimizing a podcast service's subscription pages led to a 90% increase in conversions. It describes testing different page designs that incorporated visual indicators of progress, clear subscription options and benefits, and removed unnecessary elements. The winning variation that produced the most subscriptions removed the signup form, allowing visitors to first see the subscription options and benefits before signing up. The key lessons are to design pages that support visitors' cognitive progression from building credibility and value to investment and price, and anticipate their clicks to provide continuity.
CPTW - Trainer HQ - Google Marketing for Fitness ProfessionalsAlexei Kouleshov
Presentation by Alexei Kouleshov for Create PT Wealth (CPTW) or otherwise known as Trainer HQ. If you have any questions, visit our site https://yews.com.au
A website provides many benefits for businesses such as availability 24/7, global reach, providing information on products and services, increasing sales and leads, acting as a digital storefront, saving money, increasing credibility and networks, and answering customer questions. While social media is useful, a website allows for more ownership and control of content and data as well as searchability and professionalism. Kitsap Sun/JMG offers affordable, customizable websites that are easy to navigate and update, with ongoing support to help customers focus on their business. Key elements of an effective website include load time, responsive design, clear content and contact information, and analytics.
This document outlines the key considerations for starting and operating a successful e-commerce business, including developing multiple service offerings, utilizing various sales channels like online marketing and franchising, and ensuring critical success factors are met such as achieving operational break even and high profit margins. It also discusses the growth of the global e-commerce industry and opportunities in mobile, social media, and localized marketing.
Review of the key principles for making you business more refer-able and an overview on creating a referral marketing system so that you business markets itself.
Dave Martin proposes a digital strategy focused on millennials and pop culture through social media platforms like Twitter, Instagram, Facebook, Pinterest, and YouTube. The strategy aims to improve websites to be more user-friendly and use SEO, develop engaging content like a podcast and product placements, and optimize mobile apps and their features to better connect with customers.
SocialSEO Presents - How to Create a Facebook Ad Campaign.
Creating Facebook Ads can be extremely beneficial for your business. Learn more today! https://www.socialseo.com/
The document discusses product communication at LivePerson. It emphasizes treating product roadmaps and documentation as stories that are customer-focused and easy to understand. It provides examples of how LivePerson communicates their product story internally through roadmaps for employees and externally through marketing materials. The goal is to excite employees and customers by explaining the benefits and value of product updates in a simple, engaging story format.
Enhancing the B2B Buying Experience with Personalization – CertonaCertona
B2B buyers now take a digital-first approach to purchasing. Personalization enhances the B2B buying experience by leveraging customer data and analytics to simplify processes like product discovery, inventory management, and role-based purchasing. Personalization improves outcomes like customer loyalty, sales, and profitability by delivering personalized product recommendations, content, promotions, and experiences tailored to individual buyers' needs. Examples of personalization include personalized homepages, search, navigation, recommendations, and content across websites, emails, mobile apps, and sales tools.
Personalizing the Tottenham Fan ExperienceDynamic Yield
A presentation given by Tottenham Hotspur FC at Dynamic Yield's Personalization Pioneer Summit in Berlin.
The presentation also included a live, on-stage demonstration!
The order confirmation page is a great testing ground for speaking to new customers and introducing new experiences without impacting the purchase conversion. I present a case study for defining design objectives, setting measurable goals, providing clarity on feature development priorities and introducing new paradigm for user experience in the order confirmation page.
This talk was presented at Warm Gun in November 2012 and Geek Girls in January 2013.
2017 State of the Industry: Consumer Trends in Product Registration - RegistriaRegistria
How does product registration increase post-purchase customer engagement and drive new revenue? In this webinar hosted by GWSCA, Registria shares insights from its 2017 State of the Industry Report, featuring in-depth research based on data from 100+ global brands.
View the webinar video here: http://ow.ly/8ZPB30cwIMi
SESSION HIGHLIGHTS:
• What’s the number one reason customer register their products?
• Who is most likely to register products (you may be surprised!)
• Which customers prefer email, chat or SMS for post-purchase communication?
PIM Supercharges Your SEO Strategy: 7 SEO Benefits of PIM ImplementationCatsy
A proven way to drive revenue is by optimizing product content for search with an SEO strategy. No matter how you slice it, a search engine will eventually rank almost all product content built or syndicated for your website. PIM gives you the tools you need to optimize your content for SEO.
This document discusses Wilson Quah's experience with various e-commerce ventures including MilkADeal, a daily deals website. It describes the evolution of MilkADeal from its beginnings in 2011 focusing on wine sales to expanding into daily deals and products. Key challenges discussed include inventory risks, undersold/oversold deals, scaling operations, and customer dissatisfaction. The document outlines pivots taken to address issues like establishing product deals and a new payment structure. Currently, MilkADeal offers over 1,500 daily deals across 200,000 users and 300 supplier partnerships with the goal of improving fulfillment cycles, product selection, and expanding into new channels and logistics.
2016 Deloitte Case Competition Presentation by The D.R.E.A.M. TeamJoshua Williams IV
At the University of California A. Gary Anderson Graduate School of Management, students of The Summer Institute for Emerging Managers and Leaders (SIEML) were challenged to create a business strategy for AtoZ.com, an online retail company. Representatives from our leading corporate sponsor, Deloitte, were presented this presentation during the 2016 case competition.
Loyalty programs are not always successful and profitable. While some programs have enhanced the customer experience and brand differentiation, not all customers perceive rewards as making a meaningful difference in their purchasing decisions. Additionally, only around half of customers have serious intentions to repurchase from brands they accumulate points with. For loyalty programs to be truly effective and profitable, companies need to have a clear customer-centric strategy backed by processes that deliver tangible value to both customers and the business over the long-term. Simply implementing a program is not enough to create loyalty.
Innovation: Earning More Rewards on Every PurchaseAlexander Cohen
My presentation for the co-brand credit card conference in Atlanta, May 2017. Had the opportunity to talk to a great group of people about engagement with loyalty programs and how to stay competitive in a changing reward landscape.
A multi-partner coalition loyalty program allows retailers to pool resources and customers. It provides advantages like lower costs, a larger customer base, and more customer data. However, retailers lose some control and branding. The document discusses the key components of a coalition program, including how partners issue and redeem points, how the financial model works, and examples of existing programs around the world.
Did you know that companies with well-established loyalty programs have a healthier bottom line?
Are you looking for ways to establish or enhance your company’s loyalty program?
Strong loyalty programs move beyond points or rewards. A well-designed loyalty program results in incremental gains, turning a customer who spends $X, into a customer who spends $X plus Y% more.
In this webinar, you will learn:
• The 6 Cs of loyalty,
• The steps required to promote and market a loyalty program,
• How to avoid making the biggest mistakes when introducing a loyalty program,
• How branding can make a loyalty program more successful.
What makes customer loyalty incentives work? There’s no specific, universal formula. All businesses are different, as are their customer bases. There are, however, a few guidelines that make loyalty incentives programs more efficient and effective.
How Does a Customer Loyalty Program Work?Savannah Bobo
Customer loyalty programs work by motivating customers to alter their behavior to earn rewards. Businesses implement these programs to retain customers, differentiate themselves, and encourage certain behaviors. Loyalty programs succeed by offering rewards that appeal to participants' interests and personalities, ensuring participants value the rewards. Finally, effective programs have clear rules and objectives, regularly communicate with participants, and analyze results to determine the program's impact.
The document outlines a confidentiality/non-disclosure agreement between Breeze Promotional Concepts Pvt. Ltd. and any viewer of the information. It states that the information is confidential and should only be used to evaluate a potential business relationship with Breeze Promotional Concepts. The viewer agrees not to disclose the information to third parties without written consent.
Stay-N-Sleep Business Rewards empowers corporate teams to connect in person to develop stronger relationships and build lasting memories through the power of shared experiences
To strategically promote customer loyalty and drive CLV the product aims to:
•Reward customers for investing in the power of human connection. •Recognize guests are unique and deliver personalized services.
•Reduce time consuming aspects of business travel like booking trips and managing finances.
This document discusses the key elements of building a successful customer loyalty program, including collecting customer data, developing a value proposition, designing loyalty mechanics like points and badges, setting investment ratios, creating clubs within the program, and developing coalition programs with partner brands. It emphasizes that loyalty programs should be targeted towards specific customer segments, provide rewards that motivate desired behaviors, and use gamification elements to increase customer engagement.
This document outlines the key components of building a successful loyalty program, including collecting customer data, establishing a value proposition, designing reward mechanics, and forming coalition partnerships. It emphasizes that loyalty programs should gamify the customer experience through points, levels, badges, leaderboards and clubs tailored to customer interests and spending behaviors. The ultimate goals are to increase customer engagement, acquisition, and spending while ensuring the incremental revenues from the program exceed the costs.
2014 Customer Loyalty ASEAN Conference: Mike AtkinJim D Griffin
Mike Atkin discusses global trends in customer loyalty marketing, using a case-study approach. Mike, the keynote speaker at the conference, is the Chairman of Customer Strategy Network.
How to implement a customer loyalty program for ecommerceZinrelo loyalty
This webinar presentation by ShopSocially and Demandware will show you how Predator Nutrition, a leading ecommerce store, implemented a 360 degree customer engagement model and generated 1000s of loyal enrolments in just 6 months!
These slides will help you:
• Understand how loyalty marketing can get you up to 26% more repeat sales
• Learn actionable tips for setting up your own loyalty program
• Discover how Predator Nutrition achieved a 33% higher average order value (AOV)
Customer loyalty is a customer's willingness to buy from or work with a brand again and again, and it's the result of a positive customer experience, customer satisfaction, and the value of the products or services the customer gets from the transaction.
Existing customers spend 67% more than new customers. In short, customer loyalty really pays off -- and customer loyalty programs end up paying for themselves.
Brands want to provide great customer service so customers will continue subscribing or purchasing. But customer loyalty is paramount to brands' success -- because loyal customers can grow business faster than sales and marketing.
This document discusses best practices for building and optimizing monthly giving programs. It provides tips on acquiring, retaining, and engaging monthly donors through targeted messaging, personalized experiences, and automatic payment updates. Metrics for measuring program success include the average donation amount, donor retention rates over time, and revenues generated from monthly giving.
Presenting this set of slides with name - Customer Loyalty PowerPoint Presentation Slides. We bring to you to the point topic specific slides with apt research and understanding. Putting forth our PPT deck comprises of twenty five slides. Our tailor made Employee Engagement Activities For Corporates Powerpoint Presentation Slides editable presentation deck assists planners to segment and expound the topic with brevity. The advantageous slides on Employee Engagement Activities For Corporates Powerpoint Presentation Slides is braced with multiple charts and graphs, overviews, analysis templates agenda slides etc. to help boost important aspects of your presentation. Highlight all sorts of related usable templates for important considerations. Our deck finds applicability amongst all kinds of professionals, managers, individuals, temporary permanent teams involved in any company organization from any field.
Four Hot Ways to Maximize Revenue Performance NowAffiliate Summit
This presentation is from Affiliate Summit West 2015 (January 18-20, 2015 in Las Vegas, NV). Session description: Squeezing every penny from your program is vital, so here’s how to maximize your network performance and site real estate, turn more clicks into sales, and take amazing care of your affiliates.
Expert strategies for your loyalty programArun Krishnan
The document provides an overview of strategies for implementing a successful loyalty program using SAP Loyalty Management. It discusses the current state of customer loyalty, an overview of SAP Loyalty Management capabilities, a case study of a loyalty program implementation, and 8 leading practices for a loyalty program. The leading practices include focusing on acquiring customer data, aligning the loyalty experience to the brand, engaging members with personalized content, excelling at core program benefits, harnessing partner networks, empowering brand advocates, increasing member wallet share, and reducing marketing costs.
The document discusses loyalty programs and provides details on various aspects of designing and implementing a successful loyalty program. It covers topics such as the different types of loyalty programs, collecting customer data, determining the value proposition, integrating sales promotions, establishing partnership with FMCG brands, and using promotions like personalized statements and shopping lists to drive sales. The key to success is balancing the investment in the loyalty program against the return in terms of additional customer profits by utilizing customer data collected to better target promotions and offers.
How to Create and Maintain a Successful Loyalty Program Part BVivastream
The document discusses the importance of loyalty programs and some keys to making them successful. It notes that while customers may report satisfaction, many will defect to competitors. Successful loyalty programs provide value through rewards choices that customers find relevant and aspirational. They also make redemption of rewards easy and accessible in order to develop long-term customer relationships.
Similar to Loyalty Strategy & Management in Hospitality - Course 1 (20)
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
https://instblast.com/instagram/free-instagram-views
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
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4. Director, Loyalty &
Retention
Starting a Program From
Scratch
• Negative brand
relationship
• No reward currency
• High demand for
knowledge and guidance
My Loyalty Experience
Senior Director, Loyalty
Strategy & Partnerships
Fixing a Failing Program
• Benefits not aligned
against member
interaction
• No clear value positioning
• Commoditized market
Senior Director, Client
Loyalty & Analytics
Hyper-focus on Travel
Growth for Programs
• Expanding program
currency value
• Managing cost per point
• Predicting the future
4
6. Our Three Goals This Semester - #1
6
Each of you understands the core principles around building
loyalty – not specific to a program, but how to build and establish
long-term, healthy relationships with the customers you serve.
7. Our Three Goals This Semester - #2
7
Each of you learns the core pillars of building and growing a
hospitality rewards program that is based on the needs of your
members, is well positioned, and supported across every member-
facing touchpoint.
8. Our Three Goals This Semester - #3
8
Each of you understands the position of the loyalty program within
the larger organization, the dependences on other groups and how
to successfully navigate these entities to champion your program
for success.
9. Tying the Goals Together
9
Goal #1: Principles of Loyalty
Goal #2: Program Design
Goal #3:
Org Support
Combining these three learning principles
together will give you the ability to:
KNOW your customers
Tailor the benefits to meet needs
Navigate the org to protect and grow
the program
10. The Pitfalls of Lacking All Three Goals
10
Great programs are built by thoughtful leaders who consider all
three goals in program ideation and maintenance. What could go
wrong?
Principles of Loyalty Program Design Organization Support Outcome
Benefits don’t meet
member needs
Members do not see
value in relationship
Organization
cannot/will not endorse
program goals/ budget/
position
11. Many Roles w/ Loyalty Focus and Passion
11
Loyalty Program Manager
Operations Manager
Partnerships
Advertising
Digital Strategy
Brand Strategy
Legal & Compliance
Finance
General Manager
Events Manager
Revenue Management
Corporate Property
13. The First Recognized Loyalty Program
13
• S&H Green Stamps, by Sperry & Hutchinson
https://en.wikipedia.org/wiki/S%26H_Green_Stamps
• Program popular from 1930s to 1980s
• Premise was simple: shop at S&H range of stores, earn stamps
depending on total value of spend
• Stamps would fill a book; when completed, the book could be
‘redeemed’ for products (mostly housewares) at S&H stores
• What behaviors did S&H encourage by offering this
program?
• By 1960s, S&H was issuing more stamps annually than the
United States Postal Service (USPS)!
14. The Advent of Travel Loyalty in 1980s
14
• Sounds like a can’t lose value proposition! However, what
issues can arise as a program like this grows and grows?
• American Airlines introduces the AAdvantage program in 1981
• Launched as a reaction against de-regulation in the industry
• Offering program was a winning combination of psychology and finance:
• Psychology: highly aspirational lure of travel
• Finance: ROI of the awards (w/ air travel, unsold seats cost to airlines are minimal, and program has
compelling business model in selling miles to partners (credit card, etc)
• Paid seats at least 80% of typical inventory – what happens when
reward seats take away option from paying traveler?
• Outstanding miles/points on books are a massive liability for
company which must keep regulated cash reserves to
accommodate utilization at any point in time
17. Why Loyalty? The Positives…
17
• Consumers belong to an average of 13.4 loyalty programs, but are
active in only 6.7 programs
https://advisory.kpmg.us/content/dam/advisory/en/pdfs/is-it-time-to-rethink-your-loyalty-program.pdf
https://www.claruscommerce.com/blog/17-staggering-customer-loyalty-stats-that-will-change-your-perspective/
• U.S. consumers hold 3.8 billion memberships in customer loyalty
programs
• 71% of consumers decide to join a loyalty program because of money
off of every purchase and 63% for free products; these are the top two
most attractive rewards to consumers
however…
18. Why Loyalty? The Negatives…
18
• 54% of loyalty memberships are inactive
https://advisory.kpmg.us/content/dam/advisory/en/pdfs/is-it-time-to-rethink-your-loyalty-program.pdf
https://www.claruscommerce.com/blog/17-staggering-customer-loyalty-stats-that-will-change-your-perspective/
• 78% of consumers report they are retracting loyalty at a faster pace
than three years ago.
• 80% of executives feel their brand understands the needs and desires
of their consumers, only 15% of consumers agree.
Obviously it’s not just points and
Elite Tiers – it’s giving members
what they ask for.
19. Hotels Were Fast Followers to Airlines
19
• Holiday Inn first mover (Feb ’83); quickly followed by
Marriott (Nov ’83)
• Rationale followed airline strategy:
• Currency earned in hotel rewards program could be used toward free flights
• Soon, in-category reward benefits became core
redemption purpose
• By late 1990s, every major chain realized it had to play in the
loyalty space to stay competitive, especially with a commoditized
product
• Why would hotel reward programs start with earning free
flights vs. their own product? And why did they quickly shift
their core redemption focus?
Year of Introduction
1983
1998
1987
1999
1988
20. Hotel Reward Programs Have Thrived
20
• Several programs have eclipsed 100M, creating massive
databases of reachable members
120
110
80
20
75
30
40
Bonvoy: Combines prior
Marriott Rewards and SPG
programs
Wyndham: Combines prior
Wyndham and La Quinta
programs
As of 1st Qtr 2019, via host sites and Skift
21. • Light to Moderate Traveler (<10 nights a year)
In Hospitality, Where Loyalty Makes a Difference?
21
$75
$74
$78
$76
$75
• Budget-conscious
• Loyalty ‘up for grabs’
22. • The Business Traveler (> 10 nights, often >50 or even >100
nights/year)
In Hospitality, Where Does Loyalty Work?
22
1983
Member-only benefits:
• Water
• Check-in Amenity
• Breakfast / Meal
• Wi-Fi
• Floor Access
• Pays full rate (company often pays for it)
• Makes every stay work for them,
with points adding up to create
opportunities for ‘free’ travel, gifts
• Once entrenched in program,
switching costs are very high and
difficult move them out
23. Loyalty Programs Shift Lens of Evaluation
23
• Without Loyalty Program
• Price
• Convenience
• Reputation
• Referral
• Prior Experience
• With Loyalty Program
• Point Accrual
• Promotion Requirement
• Expiration/Forfeiture
24. Loyalty Programs Shift Lens of Evaluation
24
• Example
• Ryan, Marriott Bonvoy Gold Elite (25-49 nights/yr) w/ 40 current nights
already logged and an expected 75 nights/yr total
• Kayla, not a rewards member w/ 8 nights/yr total
• It’s September and…
• Both plan a trip to St. Louis for 3 nights, and find an excellent rated
Hilton property a block from their meeting at a reasonable price
• Closest Marriott property is eight miles away, 30 minutes in traffic,
reasonably same price, but would require UBER to get back and
forth each day
• What do you expect each traveler will do?
25. Hospitality Reward Program Cycle
25
• How do programs sustain themselves?
Member
earns
Xpts/$1 on
every
revenue
night
Franchisee
pays
Corporate
Y% of ADR
Member
redeems
points (free
nights, gift
cards)
CP pays
franchisee/
vendor for
redemption
activity
1
3
2
4
Member books a point-
earning night and earns X
points per dollar spent
Franchisee agrees to pay
Corporate a Fee of Y% based
on the Average Daily Rate
(ADR)
1
2
3 With enough points
accumulated, Member
redeems for reward night
stays or other program
offerings
4
Corporate pays for award
to Franchisee or Vendor
26. Hospitality Reward Program Cycle
26
• Example
Member
earns
10pts/$1 on
every
revenue
night
Franchisee
pays
Corporate
5% of ADR
Member
redeems
points (free
nights, gift
cards)
CP pays
franchisee/
vendor for
redemption
activity
1
3
2
4
$85 ADR = 850pts Earned
$85 ADR * 5% = $4.25 in Fee
1
2
3
20 Total Point-Earning Nights
17,000 Points Earned
$85.00 to Corporate
15,000 Points Redeemed
$50 Gift Card or
$100 Reward Night
4 Gift Card:
Net $48 to Vendor (+$37 Left)
Net $60 to Franchisee (+$25)
Still Need to Cover?
Marketing, Advertising, Support
27. Spheres of Program Influence
27
• Three core Spheres of member interaction fuel program strategy
Sphere 1
Core Product
Interaction
• Point Earn
• Point Redeem
• Check-in
• Amenities
Sphere 2
Travel Interaction
• Air/Car Benefits
• Earn/Redeem
• Non-Property
Benefits
• Dining
• Experiences
Sphere 3
Non-Travel Interaction
• Ancillary Earn
/Redeem
• Gift Cards
• Merchandise
• Non-travel
experiences
(dining, etc)
28. Member Focused Model? Simple.
28
Join
Redeem
Earn
• Profile Issuance
Name, Address, Phone,
Email
Member ID, Base Status
• Multi-channel
Property, .com, agent
• Point Earning Stays
• X points / $1
• Credit Card
Spend/Sign-on
• Partner Earn
• Airlines, Rental
Car, Rideshare,
Products &
Services
• Requires Minimum
Balance to Participate
• Reward Night
• Calculated based
on Average Daily
Rate (ADR) OR
Seasonal Table
• ~80% of
redemptions
• Partner Redeem
• Travel
• Gift Cards
• Merchandise
• Gift Cards
Earn &
Redeem
• Repeat
29. But It Never Is That Easy – What Goes Wrong?
29
Join
Redeem
Earn
• Weak value
proposition
• Poor channel
placement
• Weak earn model
• Lack of ancillary
point earn options
• Credit Card
• Partners
• Poor program
communication on
path to redemption
• No recognition
• Competitive
pressure
• Unattainable
inventory
• Out of reach for most
members
• Priced too high
• Not available/blackout
• Disjointed redemption
partners
• Poor communication
for qualified
redemptive audience
Earn &
Redeem
• Attrition:
• Price
• Convenience
• No ‘love’!
30. Program Structures are also Very Similar
30
• Programs typically create ‘carrot-stick’ frameworks to push
members to give more business in return for better rewards
Base
Member
Elite ‘Gold’
Elite
‘Platinum’
Elite
‘Diamond’
0 – 10 Nights
11- 20 Nights
21- 50 Nights
> 50 Nights
# of Members: 80%
% of Revenue: 50%
# of Members: 5%
% of Revenue: 13%
# of Members: 3%
% of Revenue: 16%
# of Members: 1%
% of Revenue: 20%
No point multiplier
Little/no amenities
Point balances largely
ineligible to redeem
Second tier point multiplier
Better local amenities
Point balances redeem for
medium /high level nights
Best point multiplier
Best local amenities
Very large point balances
Intro level point multiplier
Intro local gift/recognition
Point balances redeem for
lower level night or gift card
31. Program Structures – What Goes Wrong?
31
Base
Member
Elite ‘Gold’
Elite
‘Platinum’
Elite
‘Diamond’
0 – 10 Nights
11- 20 Nights
21- 50 Nights
> 50 Nights
# of Members: 80%
% of Revenue: 50%
# of Members: 5%
% of Revenue: 13%
# of Members: 3%
% of Revenue: 16%
# of Members: 1%
% of Revenue: 20%
No point multiplier
Little/no amenities
Point balances largely
ineligible to redeem
Intro level point multiplier
Intro local gift/recognition
Point balances redeem for
lower level night or gift card
Second tier point multiplier
Better local amenities
Point balances redeem for
medium /high level nights
Best point multiplier
Best local amenities
Very large point balances
Unloved
No positive
engagement with
program
Not enough effort to
move these groups
up in benefits
received
Topped out…now what?
Still more nights?
33. Summary
33
• Our journey this summer will take us down a three-prong path of objectives:
• Principles of Loyalty: why is this important and what is the core philosophy to succeed?
• Pillars of Hospitality Loyalty Program: how Acquire, Active and Engage guide great programs
• Building and Executing Program: Navigating the org to successfully manage program
• Loyalty programs are nothing new but work because they ‘lock up’ engagement via
points, discounts and other member-only benefits
• However, be careful not to confuse ‘repeat business’ with ‘loyalty’ – there is a big difference in
member advocacy which separates the two
• Ultimately, our journey centers around the focus of a program as the conduit to a ‘life-
time relationship’ with every member
• Grounded in what members want (measured via attitudinal and behavioral models)
• Validated in the benefits delivered to the program and organization
• Revenue
• Occupancy
• Incrementality