Loyalty 360 held its Loyalty, Reward and Incentive Expo 2009 at the Westin Diplomat in Hollywood, Florida between May 31 – June 2.  Over 500 attended the second edition of this conference and the report which follows was published at www.TheWiseMarketer.com on June 16, 2009 as filed by Bill Hanifin, North American Contributing Editor.

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Among weekly updates and special reports, the WiseMarketer also offers the Loyalty Guide III, the most comprehensive resource covering the industry today.

New Channels Aid Loyal Customer Dialogue

The recent Loyalty Expo 2009 conference in Florida saw nearly 400 delegates (I was corrected by the organizer later that the number was over 500) gather to share ideas and innovations, with the overall informal theme being the discussion of new channels of communication that have recently become available to loyalty programme sponsors, and ways of fostering more meaningful dialogue with programme members, according to our US contributing editor Bill Hanifin.

Mobile phone applications and social media were hot topics and the conference sponsor, Loyalty360, put both into action itself during the event. Partnering with Vayulogic and Hanifin Loyalty, the organisers solicited feedback for conference sessions with SMS messaging and shared a live Twitter feed to foster networking and encourage real time discussion of presentations.

The three day event began with a series of workshops, most compelling of which was arguable “The Gamification of Loyalty“, presented by Barry Kirk and Tim Crank of Maritz Loyalty Marketing. The session demonstrated how game playing and competitive scenarios can be introduced in loyalty schemes to drive higher engagement, participation, and activity levels.

The general session keynote presentation featured Timothy Keiningham of IPSOS Loyalty, speaking about the realities and myths surrounding customer loyalty (largely based on Keiningham’s recently published book, Why Loyalty Matters).  Deborah Eastman of Satmetrix followed with an overview of the Net Promoter Score (NPS), and expanded on the basic concept to describe a methodology that could be applied as a planning mechanism for loyalty initiatives.

The conference then featured a range of subjects including sixteen panels on topics ranging from mobile marketing, B2B loyalty strategy, and global approaches to loyalty, grocery specific learnings, and how to translate the voice of the customer into higher programme engagement.

Among the highlights, Matt Howland of Loyalty Lab and Greg Dolan of Campbell’s Soup presented a compelling case for extending the relationship between CPGs and consumers beyond traditional channels, while Phil Rubin of rDialogue shared his thoughts on measuring loyalty programme performance.

Jonathan Silver of Affinity Solutions and Nick Medina of ExxonMobil provided insights into on how merchant funded rewards can be made more effective through strong retailer and bank relationships, while Bjorn Larsen of Edhance, Ragy Thomas of Aiti Solutions, and Atle Skalleberg of StudentUniverse joined forces for a lively discussion on how to engage with ‘millennials’.

The second day of the conference featured some 15 breakout sessions followed by roundtable discussions that Hanfin described as “the loyalty marketing version of speed dating“. Among the highlights, Mike Blyth of Groupe Aeroplan presented an insightful look at how UK grocer Sainsbury’s has connected loyalty programme data to SKU-level product information to drive more relevant promotions.

Another key presentation with implications for the future of loyalty was made by Don Hughes, CIO for Kobie Marketing.  Speaking from research recently completed by the company, Hughes talked about leveraging today’s mobile technologies to move products, reduce inventory, and increase communication.

Noting that there will be over 140 million smart phones in use by 2013 and that satisfaction ratings for smart phones are more than double that of conventional handsets, Hughes emphasized the importance of incorporating this medium into loyalty programme communications. Kobie’s study found that 94% of customers will complete a loyalty profile application through the mobile channel, compared to only 47% on the web.

This article is copyright 2009 TheWiseMarketer.com

The Word of Mouth Marketing Association held its “WOMM-U” event earlier this month in South Beach.  The conference report which follows was originally published at www.TheWiseMarketer.com on May 28, 2009 as filed by Bill Hanifin, North American Contributing Editor.

If you are interested in the latest news on Loyalty and Relationship marketing, I strongly encourage you to Register here for a free subscription to the Wise Marketer

Among weekly updates and special reports, the WiseMarketer also offers the Loyalty Guide III,  the most comprehensive resource covering the industry today.

Loyalty Moving from Marketing to Engagement

The Word of Mouth Marketing Association’s conference in Florida earlier this month provided some surprising insights, according to contributing editor Bill Hanifin of Hanifin Loyalty, who notes that the loyalty business is desperately re-engineering itself as programme sponsors look for innovations to freshen up their programmes.

Among the hottest topics concerning loyalty marketers are those of ‘engagement‘ and ‘word of mouth‘, with both having been quickly identified as effective paths to building more frequent and meaningful dialogues between sponsors and consumers.

Among the brands represented at the conference were big names such as Amway, Dell, Disney, Heinz, Kraft, Lenovo, McDonalds, NBC, PepsiCo, Proctor & Gamble, Texas Instruments, Unilever, and Walmart. The Web 2.0 names were also present, including Facebook, Google, MySpace, and Yelp.

Yelp’s Geoff Donaker kicked off the event with an overview of what he called a “platform for lifestyle blogging”. Over 21 million people had used the service to search for local businesses during the previous month, and the bulk of the consumer reviews posted broke down into 31% for restaurants and 23% for shopping. Donaker provided several examples of the power of the Yelp service, such as a carpet cleaning business in San Francisco which had invested in improving its customer service and generated such good reviews that the company was able to save US$100,000 per year in Yellow Pages adverts.

NBC also discussed its social media strategy, noting that community conversations, blog posts, and so-called “tweets” can not only build brand awareness and loyalty but also positively impact search engine results. Charles Edwards, CEO for Federated Media, also confirmed the importance of a strong search engine presence (particularly citing Google rankings): “It used to be that the homepage of your web site was your first digital impression, but now it’s the Google search result. Every marketer is a publisher now, and we don’t just compete with competitors but with any consumer that is also talking about us.”

Lenovo shared the story of how it tackled the challenge of making the most of its US$120 million Olympic sponsorship in 2008. The PC manufacturer chose to recruit 100 Olympic athletes, offering each a free technology solution and asking them to blog live from Beijing. Lenovo chose “long tail” athletes (i.e. those who weren’t in major sports, and who weren’t expected to draw general media attention). The campaign was a tremendous success and the athlete blogs quickly became the “insider’s view of the Olympics” during that highly competitive time.

Jeben Berg of YouTube also highlighted the power of video in marketing, noting that 15 minutes of video is uploaded every 60 seconds, all day every day. YouTube claims to be the largest site in the US (and the sixth-largest in the world), and boasts 81.6 million unique US-based visitors each month. Interestingly, the largest demographic in this massive set of visitors comes from the 35-49 age group.

WOMMA was able to get representatives of both MySpace and Facebook onto the same stage at the same time, and Heidi Browning (MySpace) and Chris Pan (Facebook) compared and contrasted the two social networks in detail. Browning exploded some myths about MySpace (particularly stressing that the site is not “just for teens”), and claiming that more than 70 million of its users are in the 18-34 age group in the US alone. Pan explained that successful Facebook marketing campaigns usually involve “building movements, not campaigns”, with a good recent example being the election campaign of Barack Obama.

Duncan Wardle of Disney discussed lessons learned using social media, and described a campaign that invited people to apply for their ‘dream Disney character job’. This word of mouth campaign quickly became viral and the responses were overwhelming. But Wardle was also practical, noting that “impressions don’t equal engagement” and suggesting that brands who don’t change from marketing to engaging risk soon becoming mere “nostalgia brands”.

The conclusion was that advertising and traditional ‘interruption marketing’ techniques are slowly but surely being replaced with collaboration, co-creation and dialogue with willing consumers.

This article is copyright 2009 TheWiseMarketer.com and is published here with permission.

The Loyalty Guide III is here!

The publishers of The Wise Marketer, one of the most widely read sites dedicated to the loyalty and relationship marketing industry, will release the Loyalty Guide III at the end of March 2008.

The guide is self described as “The ultimate research report on customer loyalty theory, principles, methods, strategies, best practice and case studies”. I have to agree that it is indeed an excellent resource and serves a purpose to educate those new to the business as well as those who are in knee-deep and are seeking to stay informed on innovative tactics and best practices.

I am honored to have been asked to contribute to the section entitled “What the Loyalty Experts Think” in this year’s edition. Have a look for yourself. You can order your own copy of the Guide by Clicking Here. >>> Bill Hanifin