Customer Loyalty Marketing Workshop Agenda

Strategic Loyalty Marketing Overview

• Get a current business issues overview on what drives loyalty marketing now
• Learn the language of loyalty marketing
• Discover the Loyalty Circle: Engage, Keep and Grow
• Find out what loyalty marketing can and can’t accomplish
• Review examples of best practices
• Determine how a tactical loyalty program fits into your overall marketing strategy
• Four-step systemic process

Phase I: Exploration

• Creating a strategic framework to guide program development
• Competitor benchmark analysis and brand assessment
• Defining objectives you can measure
• Identifying and profiling desired customer behavior
• Segmenting your customer base to identify your best customers Creating the ultimate value proposition and the perfect blend of incentives
• Realize all the profit you can from tiered resource allocation

Phase II: Loyalty Program Structure

• Determining the optimal loyalty structural model
• Defining the best program benefits
• Where and when to use promotional currency
• Creating a differentiated value proposition
• Developing test and rollout plans
• Planning ahead with exit strategies

Phase III: Loyalty Program Execution

• Forecasting enrollment/participation rates, breakage and program costs
• Engaging enrollment tactics
• Creating compelling and meaningful communications that gain customer permission
• Developing foolproof implementation plans for launch and ongoing customer engagement
• Cultivating your company’s most valuable asset – your customers

Phase IV: Financial Planning and Analytics

• Measuring loyalty program’s results
• Estimating costs and evaluating results on a financial basis
• How to quantify the ROI of your program
• Anticipating program lift
• Accounting for liability