DMA/COLLOQUY^® Loyalty Marketing Workshop

Turn Enterprise Loyalty into Your Competitive Weapon

• An update on current business issues driving loyalty marketing.
• Understand the “language” of loyalty marketing
• The Loyalty Triangle: Identification, Retention, and Yield
• What loyalty marketing can and can’t accomplish
• Why loyalty marketing works
• How a tactical loyalty programs fits into your enterprise loyalty strategy

Building Your Loyalty Program

Loyalty marketing programs designed to engender loyalty and increase sales from best customers are an essential component of any enterprise loyalty strategy. Your enterprise loyalty program provides a vital link between your company and your customers – and this link is the first and strongest link in the relationship chain that builds loyalty, advocacy, and customer satisfaction.

Through COLLOQUY’s theory and real-world examples – culled from over two decades of research and experience – we’ll teach you the best practices you need to ensure the success of your customer strategy. Working alongside our experienced faculty, you’ll learn the tools and techniques to develop a customized, value-added enterprise loyalty strategy from the ground up.

Stage I: Discovery

• Creating a strategic framework to guide program development
• Why situational analysis and brand assessment are critical
• Defining objectives you can measure
• The benefits of identifying and profiling desired customer behavior
• Want to identify your true “best customers?” Segment your customer base
• Create the ultimate value proposition and the perfect blend of incentives
• Squeeze all the profit you can from tiered resource allocation
• Program examples – see the strategy stage in action
• Introduction to the case study

Stage II: Framing

• What is the optimal loyalty structural model for your needs?
• Where and when to use promotional currency
• How to create a differentiated value proposition
• Developing test and rollout plans
• Exit strategies – which to use when
• Program examples – see how others structure their programs
• Case study continued

DAY 2
9:00 A.M. - 4:00 P.M.

Stage III: Execution

• How to accurately forecast enrollment and participation rates, breakage and program costs
• Sure-fire enrollment tactics
• The secrets to creating compelling and meaningful communications that gain customer permission
• How strategic partnerships could fit into your plan
• Developing foolproof implementation plans
• Everything you need to know about loyalty technology, systems, and infrastructure
• Cultivating your company’s most valuable asset – your customers
• Measuring program results – including segment and RFM mobility and lifetime value – to lock-in continual improvement
• Program examples – learn how execution happens in the real world
• Case study continued

Stage IV: Financial Planning and Analytics

• Estimating costs and evaluating results on a financial basis
• How to unequivocally quantify the ROI of your program using the following:
  • Anticipating program lift
  • The retention effect
  • Interplay of funding rate and results
  • Incremental gross margin
  • Accounting for liability
• Interactive models to play “what if” ROI scenarios
• The COLLOQUY Financial Planning Tool - an introduction

Wrap-up: Enteprise Loyalty Trends

• A state-of-the-art industry view of the most important trends in loyalty marketing in the U.S. and abroad
• How these trends will affect your program development and the expectations of your best customers
• Trends in data capture and usage that will impact your strategy in the next decade