The document appears to be a presentation for a marketing class titled "Loyalty is dead. What's next?". It discusses how traditional loyalty programs based on points and rewards are no longer as effective due to market saturation, increased data and digital channels. It defines customer loyalty as both behavioral and attitudinal tendencies to favor one brand. The presentation emphasizes that loyalty management should focus on increasing involvement rather than just retention, in order to drive both behavioral and attitudinal loyalty. It also outlines different types of customer experiences and provides examples of loyalty tools and tactics.
TrinityP3 Marketing Management Webinars
http://www.trinityp3.com/product-category/webinars/
Managing marketing and your agency suppliers continues to become increasingly complex and time consuming. TrinityP3 Marketing Management Consultants are thought-leaders in all aspects of marketing management to improve marketing and agency performance and increase implementation efficiency. This series of webinars are your opportunity to hear the latest industry best trends and practices from the consultants working in this category on a daily basis regionally and globally. An interactive approach means you will be able to have your specific questions answered by industry leading practitioners.
Topic: Transforming Production for the 21st Century
Date: Wednesday September 23
Time: 13:00 – 14:00 AEST
Presenter: Christopher Sewell
Description: The explosion of digital channels has completely changed the landscape of advertising communications. But while the language around multi-channel content creation has evolved the old approaches to production management and creation has not necessarily kept up. Find out how to transform your approach to marketing production spend without being blindsided by vested interests.
TrinityP3 Marketing Management Webinars
http://www.trinityp3.com/product-category/webinars/
Managing marketing and your agency suppliers continues to become increasingly complex and time consuming. TrinityP3 Marketing Management Consultants are thought-leaders in all aspects of marketing management to improve marketing and agency performance and increase implementation efficiency. This series of webinars are your opportunity to hear the latest industry best trends and practices from the consultants working in this category on a daily basis regionally and globally. An interactive approach means you will be able to have your specific questions answered by industry leading practitioners.
Topic: Transforming Production for the 21st Century
Date: Wednesday September 23
Time: 13:00 – 14:00 AEST
Presenter: Christopher Sewell
Description: The explosion of digital channels has completely changed the landscape of advertising communications. But while the language around multi-channel content creation has evolved the old approaches to production management and creation has not necessarily kept up. Find out how to transform your approach to marketing production spend without being blindsided by vested interests.
At The House of Marketing, we like to do things as efficiently and effectively as possible, and that's no different when it comes to your application as a Junior Consultant. We have 3 exciting and challenging rounds all within one month. By mid-March you’ll know if you can join our team of THoMers!
Selling for entrepreneurs. Why it's important to every startup and the steps to successfully close new business. Content provided by Pamela Peterson, Marketing & Management at University of Nebraska at Omaha.
Achieving Sales Mastery through Virtual Sales Training & ReinforcementMike Kunkle
This was the deck we used recently for a panel/webinar with Tim Riesterer from Corporate Visions and I, moderated by Richard Harris of Sales Hacker.
Register to watch the recording here: http://bit.ly/MKwebinarVirtualTrainCoach
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Pursuit of World-Class Performance (Miller Heiman)SAVO
Watch this presentation for an analysis of the 2014 Miller Heiman Sales Best Practice Study and highlight the strategic issues facing sales leaders. Learn the three core behaviors and 12 sales activities that drive world-class sales performance.
The Sales & Marketing Loop explores how to make use of big data to drive revenue growth through: (1) Aligning sales and marketing teams, (2) Hyper-personalisation and automation of marketing, (3) Monitoring leads and (4) Converting leads. Sponsored by Forfront, CANDDi and Miller Heiman.
If you want to master the basics of Solution Selling - dive into this book. In 60 minutes you will learn how to get the fundamentals right: Pain, Power, Vision, Value, Control and how to deal with competition.
A special section will give you insight in the3 secrets of executive selling, social selling and salesmanagement.
Many people read this book over and over, to make sales right from start.
I wrote this book after 18 years of selling and sales training.
It is inspired of Solution Selling, tardemark of SPI Inc.
Sales best practice study 2010 customized for sfdc atl user group briefingSalesXecution
A briefing given to the Atlanta Salesforce.com User group meeting July 28th 2010 - on Miller Heiman's 2010 Sales Performance Study - How to be successful in any economy.
Pareto Law Reviews: Top Tips for Telephone SellingPareto Law
Here, Pareto Law gives you some tips to get into the world of telesales. By reading these tips, you'll get one step ahead for when you start your new job, or if you're already working then it can help you to refine your technique to make the most of your sales skills.
Top 12 tips for driving consistent sales growthIBG-World
Simon has over 25 years’ proven international management, sales, business development and strategy experience with particular emphasis on new business start up, growth and acquisition
Salesmakeover - how to create a solution driven sales culture? ISBN978 91-980...Jens Edgren
More leads! More leads! More leads! (this is the voice of the sales force)
How to create leads? How to make customers come back again and again?
The answer is to create a solution driven sales culture - where every one in the organisation plays a part.
Read and get inspired on how to do that in the 4 phases of the lifecycle of an organisation.
And beware: you could find things scary in this book. But there are remedies - outside your comfort zone.
This is a teaser. Order at www.salesamkeover.tictail.com
It took me 15 years to come to a point of no return: Sales training alone can not fix a slakes problem, And it took another 3 years to write this piece of art. I think it is a great read with good examples and true doable advices.
If you want to try in your organisation; call me first:+467007998800 /jens@salesmakeover.se
Three Principles For Selling In A Virtual SettingSarah Dougherty
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What impact does Customer Management have on Business PerformanceDoug Leather
We know intuitively that managing the customer portfolio well leads to improved business performance. This slide deck shares important insights into what makes customer management work and how to measure it. This is based on research done by QCi (the main players now with The Customer Framework Ltd) and although I put this deck together 6 years ago I was astounded as to how relevant the thinking still is. The sad reality is that Customer Management capability hasn't improved very much over the years (in the majority of cases, hence we are still subject to inconsistent and poor customer experience) yet it remains a topic that is spoken about and focussed upon by many organisations. The difference that I find today versus 7 or 8 years ago is that MORE people talk about customer management than previously, however I don't se much improvement in the understanding of what it involves or much improved capability in operationalizing customer centric business.(this is a generalised statement)
At The House of Marketing, we like to do things as efficiently and effectively as possible, and that's no different when it comes to your application as a Junior Consultant. We have 3 exciting and challenging rounds all within one month. By mid-March you’ll know if you can join our team of THoMers!
Selling for entrepreneurs. Why it's important to every startup and the steps to successfully close new business. Content provided by Pamela Peterson, Marketing & Management at University of Nebraska at Omaha.
Achieving Sales Mastery through Virtual Sales Training & ReinforcementMike Kunkle
This was the deck we used recently for a panel/webinar with Tim Riesterer from Corporate Visions and I, moderated by Richard Harris of Sales Hacker.
Register to watch the recording here: http://bit.ly/MKwebinarVirtualTrainCoach
We explain what is a sales playbook and the topics that are covered in our sales playbook creations to help you train your sales teams for success, from sales enablement and channel enablement experts, The Sales Way.
Pursuit of World-Class Performance (Miller Heiman)SAVO
Watch this presentation for an analysis of the 2014 Miller Heiman Sales Best Practice Study and highlight the strategic issues facing sales leaders. Learn the three core behaviors and 12 sales activities that drive world-class sales performance.
The Sales & Marketing Loop explores how to make use of big data to drive revenue growth through: (1) Aligning sales and marketing teams, (2) Hyper-personalisation and automation of marketing, (3) Monitoring leads and (4) Converting leads. Sponsored by Forfront, CANDDi and Miller Heiman.
If you want to master the basics of Solution Selling - dive into this book. In 60 minutes you will learn how to get the fundamentals right: Pain, Power, Vision, Value, Control and how to deal with competition.
A special section will give you insight in the3 secrets of executive selling, social selling and salesmanagement.
Many people read this book over and over, to make sales right from start.
I wrote this book after 18 years of selling and sales training.
It is inspired of Solution Selling, tardemark of SPI Inc.
Sales best practice study 2010 customized for sfdc atl user group briefingSalesXecution
A briefing given to the Atlanta Salesforce.com User group meeting July 28th 2010 - on Miller Heiman's 2010 Sales Performance Study - How to be successful in any economy.
Pareto Law Reviews: Top Tips for Telephone SellingPareto Law
Here, Pareto Law gives you some tips to get into the world of telesales. By reading these tips, you'll get one step ahead for when you start your new job, or if you're already working then it can help you to refine your technique to make the most of your sales skills.
Top 12 tips for driving consistent sales growthIBG-World
Simon has over 25 years’ proven international management, sales, business development and strategy experience with particular emphasis on new business start up, growth and acquisition
Salesmakeover - how to create a solution driven sales culture? ISBN978 91-980...Jens Edgren
More leads! More leads! More leads! (this is the voice of the sales force)
How to create leads? How to make customers come back again and again?
The answer is to create a solution driven sales culture - where every one in the organisation plays a part.
Read and get inspired on how to do that in the 4 phases of the lifecycle of an organisation.
And beware: you could find things scary in this book. But there are remedies - outside your comfort zone.
This is a teaser. Order at www.salesamkeover.tictail.com
It took me 15 years to come to a point of no return: Sales training alone can not fix a slakes problem, And it took another 3 years to write this piece of art. I think it is a great read with good examples and true doable advices.
If you want to try in your organisation; call me first:+467007998800 /jens@salesmakeover.se
Three Principles For Selling In A Virtual SettingSarah Dougherty
Here, we look at three principles behind effective virtual selling as a means for continuing to drive momentum and converting opportunities into revenue.
What impact does Customer Management have on Business PerformanceDoug Leather
We know intuitively that managing the customer portfolio well leads to improved business performance. This slide deck shares important insights into what makes customer management work and how to measure it. This is based on research done by QCi (the main players now with The Customer Framework Ltd) and although I put this deck together 6 years ago I was astounded as to how relevant the thinking still is. The sad reality is that Customer Management capability hasn't improved very much over the years (in the majority of cases, hence we are still subject to inconsistent and poor customer experience) yet it remains a topic that is spoken about and focussed upon by many organisations. The difference that I find today versus 7 or 8 years ago is that MORE people talk about customer management than previously, however I don't se much improvement in the understanding of what it involves or much improved capability in operationalizing customer centric business.(this is a generalised statement)
Practical Strategies to Address the Top 10 Issues Facing Banks TodayIntegrity Solutions
Ideas to shift from a transactional to a customer-focused culture and relationship-based selling. Five qualities of a customer-centered culture. Four questions to gauge where your organization is today.
The short and long term challenges with top-line growth during a crisis demand different ways of working and thinking from the everyday.
In this short webinar we will look at the levers that might help rapidly adapt your retail business to changing market situations – with insights and inspiration from actual retail cases – and we will discuss possible initiatives that can grow your retail top line.
An introduction to marketing and the role of marketing department within oilfield sector. Shares the fundamentals of marketing as well as tips, tricks and best practices from an industry expert. This deck was presented during the Marketing in the Oilfield Conference 2013.
Digital Disruption = Change = Transformation, Business Transformation. If your customers, Find, Try, Buy and Consume, Cloud Services differently, shouldn't you be selling them differently? 5 Steps to Accelerating Adoption of Your Cloud Services
The purpose of this presentation is to break down all that must be considered when approaching a company or institution for funding.
You should be able to take the pitch down to a concise 1 minute/1 sentence pitch
Know your product, it's value and why it's better than competitors
Know what your market is, what share you want and how large the market is
How you intend to take the product to market
How you deliver and an analysis on your competitors
Results, conclusions and recommendations from the Value Selling Survey 2015 - Research conducted in Germany, Switzerland, Benelux by Mercuri International and St Gallen University , based on survey of 278 B2B Companies.
THoMer Kristien zooms in on the challenges our world is facing today and the sustainable answers businesses have come up with. How purpose-driven is your company?
How to get your innovation engine started? THoMer Stefan built the ultimate innovation guide: he collected insights, processes and templates to help you prepare for take-off.
Which tools do you use for project management, design, market analysis and conversion optimization? THoMer Eva opens our digital toolkit and shares 8 instruments we apply on a daily basis.
A personal approach is key to success in today's marketing landscape. Discover the why, how and what of marketing automation, the tool that helps you pull off your highly relevant one-on-one communication.
Wondering where you as marketer should spend your budgets, time and resources in the upcoming year? THoMer Audrey listed the top 10 trends to watch out for in 2018!
THoMers Dennis, Inge, Laetitia, Pieter and Thomas attended Web Summit, the largest tech conference in the world, hosted in Lisbon, Portugal. Web Summit equals 22 conferences connecting different industries, from AutoTech and MoneyConf to SaaS Monster and Talk Robot. The keyword across all conferences? Artificial Intelligence!
Inge of The House of Marketing attended Social Media Day 2016 concerning Social Monitoring and Social ROI. Here are 7 learnings to remember from #smdayBE
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
2. Presentation1 2
Nice to meet you!
Bert Van
Eeckhoudt
Senior Consultant
Karel Ingelbeen
Junior
Consultant
Nathalie de
Biolley
Junior
Consultant
Kristien
Schrauwen
Consultant
Eline Van
Hollebeke
Consultant
Valerie Vos
Consultant
Gregory Delens
Sr Business
Manager
Stephanie
Duchemin
Human Capital
Manager
Lies Taerwe
Sr Business
Manager
Frederik Sunaert
Junior
Consultant
Laetitia Gutierrez
Junior
Consultant
3. Presentation1
1. Introduction 5’
2. THoM’ster class 60’
LOYALTY is dead. What’s next?
3. Case - group discussion & presentations 30’
4. Wrap up 15’
5. Let’s have a drink! …
3
Welcome to our 3rd THoM’ster class!
6. Presentation1
Our team projects combine a mix
of competences with varying
involvement in function of the
project stage
We work on exciting client projects –
in team or individual placement set-up
Our individual placements are
supported by the THoM
organizational structure
Tailored mix of:
Strategic marketing
Project management
Domain expertise
Consultant support
Core team set-up
YOU
Counselor
&
mentor
All other consultants
Knowledge base of The
House of Marketing
7. Presentation1
No two assignments are the same at The House of Marketing
Elise is working as an
Online Content Manager
for a leading automotive brand
Thomas is working as a
Project Leader
for a media company
Lise is working as a
Junior Project Manager
for a FMCG brand
Laetitia is working as a
Cash Management Marketer
for a leading bank
Inge is working as a
Consultant on
brand positioning
for a pharmaceutical provider
Maxime is working as an
Innovation Manager
for a premium chocolate brand
Dennis Peeters is working as a
Digital Project Manager
for a leading bank
Caroline is working as a
MarCom Project Leader
for a human resources company
8. Presentation1
3 Master Classes on 3 different marketing topics
Guiding you through the complete customer life cycle
Incl. real life cases from our THoM consultants
THoMers share a passion for marketing, and now it’s time to
share some of it with you
9. Presentation1
1. Introduction 5’
2. THoM’ster class 60’
LOYALTY is dead. What’s next?
3. Case - group discussion & presentations 30’
4. Wrap up 15’
5. Let’s have a drink! …
9
Welcome to our 3rd THoM’ster class!
10. Presentation1 10
- What is your favorite chocolate spread brand?
- What is your favorite cola brand?
- What do these brands do to obtain your loyalty?
- Would you recognize your favorite brand in a blind test?
Let’s find out !
Question
s
12. Presentation1
The Yearly Marketing Survey 2013 indicated that traditional
reward programs with points don’t do the trick anymore
12
Refine segmentation
Analyze customer needs
Focus on CLV
Personalize Communication
Improve customer
experienceMore relevant
products/services
Reward with incentive
Create dialogue
Review pricing strategy
Involve customers in
marketing projects
Invest in employees
0%
10%
20%
30%
40%
50%
60%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
NetSuccess
Usage
Source: The House of Marketing - Yearly Marketing Survey 2013
Which tactics do you use to obtain customer loyalty?
13. Presentation1
-5%
-25%
-11%
-39%
-27%
-33%
-43%
-67%
87%
70%
67%
47%
44%
44%
40%
23%
The perfect combination for a marketer is being analytical and using intuition.
100% customer loyalty is out.
Creativity is highly appreciated by the CEO.
I have sufficient knowledge about my consumers to know how to react on them.
Instead of focusing on heavy users, marketers should focus on light users and the use of
a penetration strategy.
A personalized offering is more important than simplicity.
Marketers have enough knowledge about the existing media to be able to build the most
efficient media plan.
Innovation can only be about rational and relevant product features.
Marketers opinions towards Marketing trends
Disagree Agree
The Yearly Marketing Survey 2014 revealed that marketers
need to develop a strategy to cope with divided loyalty
13
N = 259
14. Presentation1
Recent trends make traditional loyalty programs less
effective
14
Saturation &
commoditization
Explosion of
(customer) data
Emerging digital
channels
Better informed
shoppers
15. Presentation1
To next generation loyaltyFrom today’s loyalty…
▪ Focus on interaction (loyalty extends beyond
purchasing)
▪ Programs reach customers through
traditional channels
▪ Channel ubiquity – loyalty is conveniently
present wherever and across multiple vehicles
We need to move from today’s loyalty to the next generation
loyalty
Focus on purchase-earn-redeem
▪ Customized: personalized offers, differentiated
experiences & relevant rewards
One size fits all
Relentless focus on the consumer,
fueled by data and powered by reward & recognition
18. Presentation1 18
Behavioral loyalty
Attitudinal loyalty
A customer who stays (repeat purchase, renew contract,…) is often
seen as a loyal customer
Commitment to continue using a product or service, despite situational
influences and marketing efforts of competitors,
is true loyalty.
Watch out: This does not mean that these customers are loyal, because they might
leave once the situation changes…
Source: Klantenloyaliteit, Marnix Bügel
Customer loyalty is a behavioral and attitudinal tendency to
favor one brand over all others
19. Presentation1 19
Objective axis: Perceived effort, cost, time to switch / frequency of transaction
low high
Switching barriers
lowhigh
Involvement
Subjectiveaxis:Perceivedemotional,social,functionalriskofswitching
Source: THoM analysis of McKinsey Quarterly 2002 & Marketing NPV 2005
Switching barriers ONLY drive behavioral loyalty
Switching barriers drive
only behavioral loyalty
20. Presentation1 20
Objective axis: Perceived effort, cost, time to switch / frequency of transaction
low high
Switching barriers
lowhigh
Involvement
Subjectiveaxis:Perceivedemotional,social,functionalriskofswitching
We need to focus on involvement since this dimension
drives both behavioral & attitudinal loyalty
Involvement drives both
behavioral & attitudinal
loyalty
Source: THoM analysis of McKinsey Quarterly 2002 & Marketing NPV 2005
21. Presentation1
Because once the switching barrier decreases you need to
work in any case on involvement
21
• Nespresso’s switching barriers decreased:
consumers can now easily switch between Nespresso and Douwe Egberts
• Nespresso will need to continue working on involvement
Illustration
22. Presentation1 22
Put the following brand logos on the right place in the loyalty matrix
and explain your positioning.
Exercise
23. Presentation1
Exercise: Put the following brand logos on the right place in
the loyalty matrix and explain your positioning
23
Objective axis: Perceived effort, cost, time to switch / frequency of transaction
low high
Switching barriers
lowhigh
Involvement
Subjectiveaxis:Perceivedemotional,social,functionalriskofswitching
24. Presentation1 24
Objective axis: Perceived effort, cost, time to switch / frequency of transaction
low high
Switching barriers
lowhigh
Involvement
Subjectiveaxis:Perceivedemotional,social,functionalriskofswitching
Exercise: Put the following brand logos on the right place in
the loyalty matrix and explain your positioning
26. Presentation1
In contrast to retention management, loyalty management
aims to increase both behavioral and attitudinal loyalty
26
Get! Grow! Keep! Get (again)!
Acquisition Development Win-backRetention
Loyalty
Margin
Time
Source: THoM analysis
27. Presentation1
Loyalty management is often confused with retention
in terms of objective, tactic and customer group
27
Loyalty management
• Increasing involvement
> Increasing behavioral
& attitudinal loyalty
• Long term
• Focus on customers with high
potential (customer lifetime
value)
• Aims at retaining and
increasing customer value
• Through building sustainable
relationships
Retention management
• Focus on switching barriers,
involvement is a secondary
objective > Increasing
behavioral loyalty
• Avoid churn on short term
• Focus on customers with
high churn risk
• Aims at reducing and
preventing churn
• Through fixing the basics
KEEP
GROW
GET
High
Low
Low High
Involvement
Switching barriers
Source: THoM analysis
29. Presentation1 29
Do you use all the loyalty cards in your wallet?
Are you loyal to these companies?
Question
30. Presentation1
Customer loyalty is like an emotional bank account
30
With every positive interaction, emotional
loyalty currencies are deposited
But negative experiences debit the
account
When it reaches a certain level, it pays back in
true customer loyalty
31. Presentation1 31
Example emotional bank account
Customer looking for
flatscreen but living
room has unusual light
and dimensions
“Anyone knows
anything about flat-
screen televisions?”
Best Buy reacts, helps
and together they find
the perfect flatscreen.
In the end he buys at
Amazon where the
price was lower
Through this service a LASTING relationship was formed.
A genuine affection that results in a feeling that he is ought to pay back.
33. Presentation1
Loyalty appears when customer experience matches at
least expectations and loyalty drivers are met correctly
Each individual will have specific expectations and drivers
influencing attitudinal loyalty
33
LOYALTY
DRIVERS
Source: Klantenloyaliteit, Marnix Bügel
Trust
Satisfaction
Quality of
competitive
alternatives
Investment in
relation
+
+
+
-
Expectations
Experiences
LOYALTY
34. Presentation1
Customer experiences can be divided into 4 types
34
Relational
Relationships
Transformational
Actualizations
Aspirations
Transactional
Products
Services
Information
Experiential
Senses
Environment
Moments
Emotional
Emotions
Feelings
Source: Qblog - A series on customer experience: Types of customer experience
35. Presentation1
Transactional
Products
Services
Information
Building a relationship with the customer over a longer term
than one purchase moment
35
Relational
Relationships
Transformational
Actualizations
Aspirations
Experiential
Senses
Environment
Moments
Emotional
Emotions
Feelings
Personalize
Long term focus
Added value services
Source: Qblog - A series on customer experience: Types of customer experience;
THoM analysis
36. Presentation1
Ikea’s sleep like a princess contest
Engaging loyalty members and raising awareness
36
Relational
Only for Ikea's Facebook page fans &"Ikea Family Members“.
Not a member? join IKEA FAMILY
37. Presentation1
Changing the customer as a result of the experience
(behavioral, physical, intellectual,...)
37
Relational
Relationships
Transformational
Actualizations
Aspirations
Transactional
Products
Services
Information
Experiential
Senses
Environment
Moments
Emotional
Emotions
Feelings
Transform the customer’s behavior, appearances, lifestyle,...
Teach the customer something
Source: Qblog - A series on customer experience: Types of customer experience;
THoM analysis
38. Presentation1
Becel and Lidl support the ‘Week of the Heart’ of the Belgian
Heart League
38
Transformational
Changing consumer behavior: advice, tips and tests for a healthy heart, in-store
as well as online and mobile
39. Presentation1
Relational
Relationships
Experiences with regard to the exchange of products,
services and information
39
Transformational
Actualizations
Aspirations
Experiential
Senses
Environment
Moments
Emotional
Emotions
Feelings
Transactional
Products
Services
Information
Source: Qblog - A series on customer experience: Types of customer experience;
THoM analysis
Ease the customer journey
Facilitate the search
Clear information
40. Presentation1
Best Buy introduced “Best Buy unboxed” for an optimal
customer service which kicks-off the loyalty loop
40
Transactional
Join & engage in conversations by answering the issue of techno-stress.
Pre & post purchase support.
42. Presentation1
Ray Ban uses relevance to create valuable customer
experience
4242
Experiential
Bright Light & Sun Walk App
43. Presentation1
Transformational
Actualizations
Aspirations
Relational
Relationships
Every kind of experience has an emotional aspect, which
can be positive, negative or neutral
43
Transactional
Products
Services
Information
Experiential
Senses
Environment
Moments
Emotional
Emotions
Feelings
Source: Qblog - A series on customer experience: Types of customer experience;
THoM analysis
Customer’s feelings about the interactions with the company:
What I get / What I expect = How I feel
46. Presentation1
Loyalty initiatives can be ranked on 3 axes: reward
moment, required counteraction & customer initiative
46
Immediate Postponed
Transaction based Not transaction
based
No initiative
Initiative
Contest
Participation Events Customer Adv.
Program
Savings ProgramDirect Advantage
Offering
Relationship
Building
Customer
initiative
Counteraction
Reward-moment
2
1
3
47. Presentation1
When JBC wants to reward its best customers with a
styling day, they can consider different loyalty initiatives
Immediate Postponed
Transaction based Not transaction
based
No initiative
Initiative
Contest
Participation Events Customer Adv.
Program
Savings ProgramDirect Advantage
Offering
Relationship
Building
Customer
initiative
Counteraction
Reward-moment
2
1
3
Example
Clients who buy something of the
JBC-collection, receive an invitation
for the styling day
48. Presentation1
Immediate Postponed
Transaction based Not transaction
based
No initiative
Initiative
Contest
Participation Events Customer Adv.
Program
Savings ProgramDirect Advantage
Offering
Relationship
Building
Customer
initiative
Counteraction
Reward-moment
2
1
3
On specific days, clients of JBC
receive styling advice when trying
clothes in the fitting rooms
When JBC wants to reward its best customers with a
styling day, they have different optional loyalty initiatives
Example
49. Presentation1
Immediate Postponed
Transaction based Not transaction
based
No initiative
Initiative
Contest
Participation Events Customer Adv.
Program
Savings ProgramDirect Advantage
Offering
Relationship
Building
Customer
initiative
Counteraction
Reward-moment
2
1
3
Clients who collected 50 points are
invited to the styling day
When JBC wants to reward its best customers with a
styling day, they have different optional loyalty initiatives
Example
50. Presentation1
Immediate Postponed
Transaction based Not transaction
based
No initiative
Initiative
Contest
Participation Events Customer Adv.
Program
Savings ProgramDirect Advantage
Offering
Relationship
Building
Customer
initiative
Counteraction
Reward-moment
2
1
3
Clients can participate in a contest
with a code on their bill to win a
styling day
When JBC wants to reward its best customers with a
styling day, they have different optional loyalty initiatives
Example
51. Presentation1
Immediate Postponed
Transaction based Not transaction
based
No initiative
Initiative
Contest
Participation Events Customer Adv.
Program
Savings ProgramDirect Advantage
Offering
Relationship
Building
Customer
initiative
Counteraction
Reward-moment
2
1
3
Clients receive a VIP-invitation
so they can subscribe
for a styling day
When JBC wants to reward its best customers with a
styling day, they have different optional loyalty initiatives
Example
52. Presentation1
Immediate Postponed
Transaction based Not transaction
based
No initiative
Initiative
Contest
Participation Events Customer Adv.
Program
Savings ProgramDirect Advantage
Offering
Relationship
Building
Customer
initiative
Counteraction
Reward-moment
2
1
3
By shopping clothes, recommending
JBC & writing online reviews, clients
can earn points which can be
redeemed for a styling day
When JBC wants to reward its best customers with a
styling day, they have different optional loyalty initiatives
Example
53. Presentation1 53
To develop a valuable loyalty initiative you need to use a
number of building blocks
REWARDS
PERSONALIZATIO
N
& TARGETING
AWARENESS/WO
M
RULES
MEDIA CHANNELS
55. Presentation1
Starwood members bid in online auctions for access in
once in a lifetime events with their ‘usual’ saving points
55
SOURCE: starwoodhotels.com
REWARDS
56. Presentation1
Delta goes beyond the transaction and gives elite members
500 bonus miles if they are “caught in the middle” on
a Monday flight
REWARDS
57. Presentation1 57
REWARDS
PERSONALIZATIO
N & TARGETING
AWARENESS/WO
M
RULES
MEDIA CHANNELS
• Evolve from one-size-fits-all towards
personalization
• Do smart targeting
To develop a valuable loyalty initiative you need to use a
number of building blocks
59. Presentation1 59
REWARDS
PERSONALIZATIO
N & TARGETING
AWARENESS/WO
M
RULES
MEDIA CHANNELS
Evolve from functional value proposition with
little user adoption towards high awareness
and adoption among general public
To develop a valuable loyalty initiative you need to use a
number of building blocks
62. Presentation1 62
REWARDS
PERSONALIZATIO
N & TARGETING
AWARENESS/WO
M
RULES
MEDIA CHANNELS
Keep it simple. Many rules, no glory!
To develop a valuable loyalty initiative you need to use a
number of building blocks
63. Presentation1 63
REWARDS
PERSONALIZATIO
N & TARGETING
AWARENESS/WO
M
RULES
MEDIA CHANNELS
Evolve from traditional media channels
towards interactive and cross-channel media
To develop a valuable loyalty initiative you need to use a
number of building blocks
65. Presentation1
Starbucks started from scratch to assure a qualitative
database to focus on tailored customer experiences
through different kind of media
65
EXAMPLE
66. Presentation1
1. Introduction 5’
2. THoM’ster class 60’
LOYALTY is dead. What’s next?
3. Case - group discussion & presentations 30’
4. Wrap up 15’
5. Let’s have a drink! …
66
Welcome to our 3rd THoM’ster class!
67. Presentation1
How should Quick increase students’ loyalty?
Students are an important target for Quick. The Student Special menus
represent an average of 7% of their tickets.
Nonetheless, students don’t seem to be loyal to Quick.
67
What should Quick do to gain the loyalty of students?
68. Presentation1
Quick’s student offering has to be better aligned with the
particular student needs, so let’s start by defining our target
group & their lifecycle
Monday
Weekend
Tuesday
Thursday
Friday
Having arrived in its ‘habitat’ the previous evening,
the student is rested and well packed with weekend
leftovers.
After a long and busy day acquiring knowledge
and engaging with peers, the student has limite
time to provide its own food.
Group work day, the student will meet its peer community to
work on group assignments, catch up on daily news and enjoy
each others company in a quiet environment with plenty of
snacks and refreshments
Party night; after days of hard work, it is time for some
entertainment. With a long night of dancing and
socializing ahead, the student has to load up on energy to
make it through the night.
The student returns to its home nest,
travelling cross country while still
recovering from last night’s
celebrations, the student can sure use
some extra energy.
The student is back to its nest where it is
smothered by its parents
Friday
MG 2015
69. Presentation1
Taking into account the weekly student lifecycle,
a diversified, student-centered strategy is needed
69
Daily student offers
& Dedicated in-restaurant
group working areas
& Digital integration
Offering dedicated menus for students based
on the day of the week, e.g.:
• THURSDAY = a solid pre-party XL-menu
• FRIDAY = a snack & soda on-the-go
option on Friday and Sunday
• A dedicated Facebook page showing the
daily deals
• A dedicated app with digital student card
(QR-Code)
• Creation of dedicated student ‘group working
areas’ in the student restaurants
• Offering high speed internet and electronic
device charging facilities
Quick Student
card
Rather than just offering discounts when
showing a regular student card, a ‘Quick
Student card’ will appeal to their
community sense, increasing brand
loyalty
MG 2015
The Quick Student card
70. Presentation1
1. Introduction 5’
2. THoM’ster class 60’
LOYALTY is dead. What’s next?
3. Case - group discussion & presentations 30’
4. Wrap up 15’
5. Let’s have a drink! …
70
Welcome to our 3rd THoM’ster class!
71. Presentation1 71
We are looking for (digital) Marketers
Down-to-earth
Discipline
&
Gut
Master
degree
Trilingual
(FR/NL/EN)
Driving
license
Computer
literate
(MS Office)
In line with
the THoM
values
72. Presentation1
STEP 3STEP 2STEP 1
72
From graduate to… marketing consultant?
Deadline: 07/02/2016 26th of February 2016 September 2016
CV
Cover letter
One-page paper
Case day! Start your career
at THoM
73. Presentation1 73
Want to be part of the 2016 prom?
You? You?
You?
Yes!
Great! Find out more about our
recruitment process in our brochure
I’m not sure
Don’t hesitate to ask all your questions
to the THoMers
74. Presentation1
Your point of contact
74
Valerie Vos, Consultant
valerie.vos@thom.eu
Interested in joining us? CV, cover letter, paper &
questions can be sent to: startcareer@thom.eu
The House of Marketing
Culliganlaan 2
B-1831 Diegem
Belgium
www.thehouseofmarketing.be
Follow us on Facebook: www.facebook.com/Thehouseofmarketing
Follow us on Twitter: www.twitter.com/THoM_news
75. Thank you for your attention!
(and now it’s time for a drink...)