Driving LoyaltyOnline and OfflineSandra Zoratti

VP, Global Solutions, InfoPrint Solutions Company

Lee Gallagher

Direct Marketing Solutions, InfoPrint Solutions Company

agenda

• economy• making it happen on a shoestring

budget• connecting online with offline• examples and case studies

sossos

Today, it’s all about the

sossos

Economy(e)merging media, (c)ustomer

retention, (o)nline tactics, (n)egligible budgets, (o)ffline tactics, social

(m)edia, and lo(y)alty

Loyal customers buy more

.

Loyal Customers spend more and

buy more than non- loyal

customers

mandate: keep customer’s loyal, re-energize past customer’s, and acquire new customers…within budget.

Direct Mail1:1Marketi

ng

Advertising

TV

BLOGS

Newsletters

Step 1

measure, measure, and measure

ROI is everything

If you can’t measure your marketing success,

good luck.

Know your business impact.

ROI

Email, website, search engine, direct mail, social media, mobile marketing,

etc.

Step 2Know your customers

Turn purchasing behavior into profitwith highly-targeted marketing which builds loyalty

© 2009 Valeria Maltoni, Conversation Agent

this is what marketers seethis is what marketers seeslide coutesy of www.conversationagent.com

© 2009 Valeria Maltoni, Conversation AgentPhoto: unaesthetic – slide from

http://www.flickr.com/photos/unaesthetic/22725413/

this is what your this is what your customers seecustomers see

slide coutesy of www.conversationagent.com

So Y2K: One message to everyone

Very 2009 and beyond: More

targeted messages to one

60%* of marketers are introducing better segmentation, profiling, and targeted strategies to better engage core audiences.

Know exactly who to target

along with marketing analytics and data base marketing systems*Routes to Revenue ®

• Understand your existing customer data

• Decide a target segment• Look to predictive

analytics and modeling• Develop the business

rules based on behavior• Link tactic’s to data• Test vs. Control (Pilot)• Measure

• Repeat

Start with what you have which may be a combination of CRM, Data Bases,

lists, monthly transactions.

it’s okay to get help here

data = customer insight

Step 3

Join the conversation

It’s about the conversation – not the delivery channel

Engage in relevantpersonalized

2-Way Conversationswith your customers.

Personalization and relevancy grow communities, and

communities grow loyalty.

Connect to the conversation

www.

Summary of steps1. ROI2. Data3. Connect4. Measure, adjust, measure 5. Repeat

Proof Points

connecting online with offline.

Integrating the new with the old

• Social bookmarking• Social networking• Integration LinkedIn• Integration with print publication

My Magazine, My Way

• Online to offline• Based on Data

Analytics• Delivery, less than

two weeks

TransPromo

Loyalty

Brand

Promo

DM

Data Analytics

Online

Business Rules

Personaloffer

Up sell

278 % ROI15% Program Registrations

39% Number of Stays

34% Number of Nights Stayed

30% Revenue Generated

500% Applications, Best Western Rewards MasterCardand40% savings in paper

ccess to the data necessary to personalize their marketing to grow loyalty

Results of making your offline – more relevant and “conversational” – like your

online

27%

TransPromo

Brand

Promo

DM

Data Analytics

Online

Business Rules

Regional offer

Upsell

Summary

1. Loyalty is important, especially today visit www.loyaltyleaders.org for inspiration

2. Know your customer3. Leverage your data to deliver more targeted promo’s and

build loyalty4. Test and measure5. Get into the conversation – link your online and offline6. Leverage new Routes to Revenue ® or download at

www.precisionpromotion.org or (pick up the executive summary here)*

Thank YouLee Gallagherlee.gallagher@infoprint.comTwitter.com/transpromo_liveSkype: glee.gallagherblog: www.transpromo-live.comwww.infoprint.com

Sandra Zorattisandra.zoratti@infoprint.comTwitter.com/sandrazSkype:Sandraz27blog:www.onlinemarketingconnect.comwww.infoprint.com