World Trade Center Association has embarked on an ambitious path of growth and development and further strengthening as one of the world’s most unique and powerful networks for global business.

1. Leveraging Our
Collective Buying
Power to Boost Brand
Loyalty
PROSPERITY THROUGH TRADE
Presented by:
Natalie Rideau, Manager of Certification & Programs
WTCA

2. 2
Loyalty/Affinity Program Discussion
AGENDA
• What is a loyalty/affinity program?
• Examples of current WTC loyalty/affinity program
initiatives
• Loyalty/affinity program brainstorm session

3. Loyalty
3

4. What is a loyalty or affinity program?
4

5. Brief Overview
 Loyalty/Affinity program -
Marketing program designed to enhance brand loyalty by
cultivating an ongoing relationship between a marketer and
his customer often through the use of incentives or other
rewards. May also fall under the title of “Corporate
Partnerships”
 Examples of benefits include:
 % off price of good or service
 Royalties to the participating organization
 Cash back
 Points
5

6. 6
BUSINESS
SERVICES
TRAVEL &
HOSPITALITY
LEISURE INFORMATION &
EDUCATION
Shipping/logistics Club Network Health & Fitness Foreign Language
Instruction
Office Supplies Hotel Group Golf Journals/Magazines
Trade Data Rental Car Online Subscriptions
Fuel Discounts Airline Alliance Seminars/Webinars
Technol/Computers Cruise Line Country Reports
Technol/Telecom Travel Insurance
Insurance
Payroll
Legal
Accounting
Awards &
Promotional Items

7. Loyalty/Affinity Program Key Success
Factors
1. Mission-driven
2. Offer a product or service not readily available
elsewhere
3. Customized to meet members needs
4. Offers clear-cut price advantage and significant value-
added for member
5. Sufficiently vetted vendors
6. ROI is in line with time and money spent
7

8. CHALLENGE! No One-Size-Fits-All!
•Regional differences
•Cultural differences
•Local corporate
relationships often prove
more beneficial
8

9. Examples of Current WTC Loyalty/Affinity
Program Initiatives
• Fed Ex – WTC San Diego
• Global Traveler Magazine – WTC Philadelphia
• Accor Favorite Guest Corporate Program –
French WTCs
9

10. Discounts on international and
domestic shipping
Discounts at FedEx Office
1% Royalties for participating
WTCs
Co-branded marketing
FedEx Alliance Management
Engine (FAME)
Customer savings and revenue
reports
10

11. Background
 Affiliated with WTC Greater Philadelphia over 9 years
 Publisher: FXExpress Publications
 Distribution: National (U.S.)
 Circulation: > 100,000
 Frequency: Monthly
 Focus: Business Traveler
 Subscription Rate: $42/year
 www.globaltraveler.com
11

12. WTCGP Program
WTCGP Program: $12.50/year
WTCGP purchases GT for their
members and offers it as a benefit of
membership
Special sticker on the cover identifying
as “A Benefit of WTC Greater Philadelphia
Membership”
“One-on-One” interview with Linda
Conlin, WTCGP Executive Director
Program sponsorship
WTCA Potential Program
Same as WTCGP Program but with
additional enhancements
WTC Member profiles
Offer eFlyer GT’s weekly e-newsletter
free to all global members
Annual contest for WTC members with
follow-up coverage in GT
Article on WTC member success
through WTC affiliation
Invitations to GT events
Separate URL for individual
subscriptions (when WTC does not
purchase for its members)
12

13. Accor Favorite Guest Corporate
13

14. 14
Loyalty/Affinity Program Brainstorm Session
 What kinds of programs would be most valuable to
you and your members?
 Does your WTC currently have a loyalty/affinity
program which you could refer to the WTCA for the
benefit of other WTCs?

15. Thank You!! Any Questions?
Natalie Rideau
Manager of Certification & Programs
World Trade Centers Association
420 Lexington Ave., Suite 518
New York, NY 10170 USA
nrideau@wtca.org
15