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Welcome
to DMA's Training Source
In today’s market, there is no doubt that consumers are wary about where they spend their hard-earned dollars. They are trying to stretch their dollars and may think twice before paying a premium for your brand. Still, reports do show that people are willing to pay a premium when it comes to certain items. Now is the time to make sure your loyalty programs are working. If you currently do not have a loyalty program, create one that is so rewarding it will keep your customers coming back. You worked hard to acquire your customers — let us show you the best ways to keep them!
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Best Practices in Loyalty Marketing
- Understand Your Customer’s Value — Loyalty is more than purchase behavior; it’s about a consumer’s engagement with your brand. Measure engagement by tracking and scoring customers’ overall activity and involvement with your brand.
- Offer Compelling Hard Benefits — AKA: tangible rewards. Such rewards let customers know they get exceptional value each time they purchase.
- Develop Defining Soft Benefits — The offer is something extra that gets people to respond.
- Customer Tiering — Never forget that all customers are not created equal. Establish criteria that define good, better, and best customers. Then, tell your customers what that means and reward behaviors you want replicated.
- Build Strategic Partnerships — Capture customers’ imaginations and interest through reward and benefit partnerships. This is even more important if your product or service is in the "everyday spend" categories such as drug stores, gas stations and grocers.
- Initiate a Dialogue — Talking to your best customers is a key element in your loyalty-marketing program. This makes customers feel important, more loyal, and more connected.
If you want to learn more loyalty marketing best practices like this, attend the
DMA/COLLOQUY® Loyalty Marketing Workshop. Can't wait until October to attend the workshop? Participate in DMA/COLLOQUY® Loyalty Marketing Virtual Seminar series, for FREE!
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Discounts are not rewards. They are easy to copy, lack memorable impact, and only increase customers’ focus on price.
Thus, make sure your rewards are tangible or a memorable experience.
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FREE Virtual Seminars!
DMA is excited to announce that we are offering a variety of virtual seminars free of charge! Tell your co-workers, colleagues, and friends, and participate in a knowledge-packed virtual seminar.
To see which virtual seminars are being offered free of charge please visit:
www.the-dma.org/virtualseminars
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Kelly Hlavinka
Managing Partner, COLLOQUY®
Kelly is one of the many loyalty marketing experts from COLLOQUY who will be leading the DMA/COLLOQUY®'s Loyalty Marketing Workshop.
Kelly directs all strategic consulting, publishing, education, and research projects. Kelly established the COLLOQUY® Consulting group in 2003, and under her direction it has grown to a team of seven internationally recognized practitioners, working with such notable clients as MGM MIRAGE, Eddie Bauer, Best Buy, HP Software, and VISA International. Her extensive knowledge of loyalty marketing is supported by expertise in direct marketing, consumer research, and customer analysis.
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September 8 – 9, 2008
Comprehensive Email Marketing Strategies
San Francisco, CA
September 9, 2008
Direct Marketing Law in the 21st Century
Arlington, VA
September 10 – 11, 2008
Creative Direct Marketing Strategies
New York, NY
September 15 – 16, 2008
Basics of Direct Marketing
Cleveland, OH
September 16 – 17, 2008
Web Marketing - Design. Navigation. Analytics. Understanding the Big Picture
New York, NY
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September 22 – 24, 2008
Direct Marketing Institute
New York, NY
September 23 – 24, 2008
Mastering the 50+ Marketplace
Miami, FL
September 23 – 24, 2008
Statistics & Modeling for Direct Marketers
Chicago, IL
September 25 – 26, 2008
Predicting Customer Behavior:
Finding What Works and Why
New York, NY
Please use Key Code: SRC88 when registering for these seminars.
These days everyone wants to save money.
Learn with your peers and save by calling
DMA's Customer Service at 212.790.1500 to receive a team discount.
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We want to provide you with the information you want.
Is there other information that we can include in The Training Source or our site to make your experience better?
Let us know what is on your mind and what concerns you would like us to address. We are listening! Email trainingsource@the-dma.org.
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