Webinar: Loyalty Marketing: Using Programs to Capture Customers’ Hearts and Minds
March 25, 2010
Join us for Loyalty marketing: Using Programs to Capture Customers Hearts and Minds on Thursday, March 25, 2010 at 1 p.m. EST
Space is limited.
Reserve your Webinar seat now at: https://www2.gotomeeting.com/register/977013570
Learn what Makes a Good Program Stand Out with “Loyalty Marketing: Using Programs to Capture Customers’ Hearts and Minds” with Dave Frankland, Forrester Principal Analyst, and Harlan Bennett, Analytics Consultant of Acxiom Corporation.
Customer loyalty programs have long been popular in industries like travel and retail. And many of today’s marketers look to these programs to boost sales and margins — but what separates a good program from one that goes nowhere?
In this webinar Forrester Research will present best practices for using loyalty programs as a starting point for customer engagement. We will cover:
- Myths and realities of loyalty programs: Why people join, what keeps them coming back and what they expect from their favorite brands
- Beyond the program: How your program can be a tool for engagement
- Social loyalty: How your customer and social data can combine to deliver winning brand experiences
Acxiom will follow by sharing best practices for attracting and retaining high-value customers in loyalty programs, and reviewing critical components of a successful loyalty program’s direct marketing strategy including:
- Who are you customers and who are they not? - Understanding your program’s customer segments across behavioral, value contribution and demographic/psychographic lines.
- Mapping your member segmentation to the prospect/new customer acquisition world.
- Successful member acquisition strategies
- Member activation – Using customer insights to quickly move new customers up the value growth curve.
- Implementation of the right upsell and cross-sell strategies to grow existing member value.
- Retention strategies – How to know which of your customers are at-risk of attrition and how to prevent churn.
- Win-back strategies – Who should be targeted for win-back based on reacquisition value and cost to reactivate.
- Successful contact, channel, and media mix optimization
Register Now
Your Presenters:
Harlan Bennett is an Analytics Consultant with Acxiom’s Global Consulting team. Harlan has more than 13 years of travel-industry experience. He works with Acxiom’s travel-industry clients to help them improve marketing ROI and profitability by gaining enhanced insight and understanding of their customers through analysis of both client-specific data and Acxiom’s InfoBase-X® database of household-level demographic, interest, and life stage information. Prior to joining Acxiom, he held leadership positions in pricing, revenue management, and reservation (call center) sales with Delta and also American Airlines.
Dave Frankland is a Principal Analyst with Forrester Research. Dave serves Customer Intelligence professionals, helping companies to better leverage customer knowledge to improve their marketing and business performance. His research focuses on overall customer intelligence strategies, customer intelligence organizational challenges, customer contact strategies, and understanding and evaluating marketing service providers and agencies. Prior to joining Forrester, Dave was vice president of corporate communications at DoubleClick, where he managed communications for the company's digital marketing, email marketing, Abacus, and enterprise marketing solutions business units. Prior to DoubleClick, Dave was a director at strategic communications consultancy, Niehaus Ryan Wong. Dave began his career working in Hill & Knowlton's London and New York offices.
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