Loyalty Marketing

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                                                                                                                                                                                                                                                                                                                   Direct Marketing
                                                                                                                                                                                                                                                                                                                   Association, Inc.
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                                 RECOGNIZE AND REWARD YOUR BEST CUSTOMERS                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             Content for

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                                  ABOUT THIS EVENT                                                     About the Faculty        Your workshop is led by expert members of
• Plan                                                                                                                          the COLLOQUY® faculty who have extensive
                                  Learn how to plan, launch, overhaul, implement,
                                                                                                                                real-world experience in all facets of developing
• Launch                          and evaluate your own custom loyalty marketing
                                                                                                                                and managing loyalty programs. COLLOQUY®
                                  program. Recognize and reward your best
• Overhaul                        customers – and gain share of wallet. In this two-                                            is a global leader in loyalty marketing

                                  day workshop, you’ll discover skills, tools, and                                              consulting, research, and educational services
• Implement
                                  techniques you can apply to:                                            John Bartold          for clients such as American Express, Best Buy,
• Evaluate                                                                                                Senior Faculty and
                                                                                                          Contributing Editor
                                                                                                                                ExxonMobil, FedEx/Kinkos, and MGM Mirage.
                                    • Cultivate loyal customers
Your own custom                     • Dramatically reduce attrition                                                             Who Should Attend:

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       indicated, please deliver to the Marketing Director.
                                                                                                                                                                                                                                                                                                        Direct Marketing Association, Inc.

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Attention Mailroom: If undeliverable to addressee
Loyalty Marketing                   • Improve customer profitability                                                            Middle and Senior Level Executives in:

                                                                                                                                                                                                                                                                                                        1120 Avenue of the Americas
                                                                                                                                                                                                                                                                                                        New York, NY 10036-6700
                                                                                                                                • Marketing
Program.                          Don’t miss the opportunity to develop your

                                                                                                                                                                                                                                        acclaimed seminars and events.
                                  choice of a B-to-C or B-to-B loyalty program                                                  • Loyalty Relationship Marketing
                                  under the guidance of our expert faculty. Choose                                              • Research Analysis
                                  the session that most relates to your business.                                               • Customer Retention CRM
                                                                                                          Colleen Becker        • Strategic Planning
                                  You’ll also benefit from real-life examples from                        Consultant
                                  a wide array of industries. Plus, our innovative                                              • Sales Promotion
                                  case study exercises put the skills learned in this                                           • Database Marketing
                                  Workshop to practice.                                                                         • Business Development
Sponsored by
DMA and                                                                                                                         • Circulation
COLLOQUY®, you                                                                                                                  • Corporate Communications
                                  “Being charged with the responsibility to redesign
get the combined                  our company’s loyalty marketing strategy with little
strengths and                                                                                                                   In the Following Industries:
training leadership               experience or knowledge of the logistics of the subject                 Allison Cripps        Financial Services
of two outstanding                I can genuinely say I am walking away feeling                           Consultant
                                                                                                                                Travel – airline, hotel, car rental
organizations.                    empowered and confident in the skills and tools                                               Retail – specialty, department store,
                                  necessary to meet my goal for my organization.”                                               grocery, drugstore, convenience store

                                                                                                                                                                                                                    Increased Loyalty = An Increase to Your Bottom Line!

                                                                                                                                                                                                                                                                                                              Loyalty Marketing Workshop

                                                                                                                                                                                                                                                                                                                                                                                               Learn how to build a loyalty program from the ground up.
                                      Danielle Friel, Iron Hill Brewery & Restaurants                                           Business-to-Business Markets

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              The Art & Science
                                                                                                                                Computers & Technology

                                                                                                                                                                                                                                                                                                                                                                                               Your distinguished instructors – experienced members
                                                                                                                                                                                                                                                                                                                                             Plan • Launch • Overhaul • Implement • Evaluate

                                                                                                                                                                                                                                                                                                                                                                                               of the COLLOQUY® faculty – are experts in all facets of
                                                                                                                                Telecommunications & Cable
                                 Since 1999, more than 700 executives have

                                                                                                                                                                                                                                                                                                                                             Your Own Custom Loyalty Marketing Program
The                              profited from this one-of-a-kind workshop. Attend,                       Rick Ferguson         E-Commerce

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                of Building Customer Value
                                                                                                          Editorial Director
Benefits                         and in two intensive days you’ll get answers to your                                           Gaming, Sports, & Entertainment

                                                                                                                                                                                                                                                                                                                                                                                               developing and managing loyalty programs.
are Powerful                     most pressing questions, including:
                                   • Customer attrition and churn are eating our                                                ?    Do you have a question?

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                KEY CODE
                                                                                                                                     Please send questions you
                                     profits – how can we reduce them?
                                                                                                                                     have about this seminar to
                                   • What updates to our existing loyalty program                                                    khlavinka@the-dma.org.
                                     can we make so it works harder?

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           Printed on recycled paper containing 10% post-consumer content.
                                   • Is it possible to create a powerful program that                     Kelly Hlavinka
                                     our competitors can’t copy?
                                                                                                          Managing Partner                                                                                                                                                                                                                                                                                                                                                                                                                                                                     Choose your focus:
                                   • What can companies like mine do to quickly                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      NEW B-to-C                   NEW B-to-B
                                     and easily harness the power of enterprise
                                                                                                          SAVE $$$ BY BRINGING YOUR ENTIRE TEAM                                                                                                                                                                                                                                                                                                                                                                                                                                    focused session              focused session
                                     loyalty?                                                             Each member of your team plays an important role in your direct

  PLEASE NOTE: Loyalty marketing programs are most economical when costs are amortized across a
                                                                                                          marketing program, so plan to attend together. You’ll save $150 off
                                                                                                          each registration when you send two people, and $250 off each
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              Jan. 21 – 22, 2009             May 5 – 6, 2009
  significant number of “best customers.” Because of this, the content of this workshop will be most                                                                                                                                                                                                                                                                                                                                                                                                                                                                              San Francisco, CA               Chicago, IL
                                                                                                          registration when you send three or more to the same session.

  beneficial to companies with at least 50,000 customers.
                                                                                                          Contact DMA Customer Service at 212.790.1500 to receive your
                                                                                                          team discount.

                        Loyalty Marketing Workshop
LeArn from the Best mInDs In LoyALty
Through COLLOQUY’s theory and real-world examples – culled from over
two decades of research and practitioner experience – we’ll teach you the
best practices you need to ensure the success of your customer strategy.
                                                                             DAY 2
                                                                             Stage III: Execution
                                                                                                           9:00 a.m. – 4:00 p.m.
                                                                                                                                                                                   Companies Who Have Attended This Workshop
                                                                                                                                                                                           ● Adidas
                                                                                                                                                                                           ● American Honda Motor Company

                                                                                                                                                                                           ● Ann Taylor

                                                                                                                                                                                           ● AOL Time Warner

                                                                                                                                                                                           ● Avis Rent A Car System, Inc.
                                                                                                                                                                                                                                              ● Limited Brands
                                                                                                                                                                                                                                              ● L’Oreal

                                                                                                                                                                                                                                              ● Maritz, Inc.

                                                                                                                                                                                                                                              ● MasterCard International

                                                                                                                                                                                                                                              ● Mervyn’s


                                                                                                                                                                                                                                                                                       MAIL or FAX:
                                                                                                                                                                                                                                                                                                       WAYS TO REGISTER

                                                                                                                                                                                                                                                                                                                  Download a PDF registration form from our website

Working alongside our experienced faculty, you’ll learn the tools and
                                                                                                                                                                                           ● Banana Republic                                  ● MGM Grand Mirage
                                                                             Continuing with the case study work you began on Day 1, you’ll learn                                                                                                                                  Registration Rates*            DMA Member: $1,500 Non-Member: $1,800
techniques to develop a customized, value-added loyalty strategy from                                                                                                                      ● Bank of America                                  ● Motorola, Inc.
                                                                             how to forecast enrollment and participation rates, implement sure-fire
the ground up.                                                                                                                                                                             ● Best Buy Co., Inc.                               ● Old Navy                           COLLOQUY® Subscriber: $1,700 (Please mention Discount Code:
                                                                             enrollment tactics and create compelling and relevant communications
                                                                                                                                                                                           ● Best Western International                       ● Philip Morris U.S.A.
                                                                                                                                                                                                                                                                                   COL when registering.)

DAY 1            8:30 a.m. – 9:00 a.m. Registration and check-in
                 9:00 a.m. – 6:00 p.m.
                                                                             that gain customer permission. You’ll also learn the secrets to effective
                                                                             implementation, including everything you need to know about loyalty
                                                                                                                                                                                           ● Capital One                                      ● Pizza Hut
                                                                                                                                                                                                                                                                                   *For group discounts, call 212.790.1500. Discount offers cannot be combined.
                                                                                                                                                                                                                                                                                    Registration rates are subject to change.
                                                                                                                                                                                           ● Chase Manhattan Bank                             ● Procter & Gamble
                                                                             technology, systems, and infrastructure, the importance of strategic
Turn Enterprise Loyalty into Your                                            partnerships to your program’s evolution, and how to measure program
                                                                                                                                                                                           ● Chevrolet                                        ● REI                                Workshop Dates, Locations, and Hotel Accommodations
Competitive Weapon                                                           results using the metrics that are most relevant to your business.
                                                                                                                                                                                           ● eBay, Inc.                                       ● Rite Aid Corporation               Please note that the facilities listed below do not have hotel accommodations.
                                                                                                                                                                                                                                                                                   Please see below for details.
                                                                                                                                                                                           ● FedEx Kinkos                                     ● Sprint PCS
In this segment, attendees will learn about the origins of loyalty
marketing, the business issues that influence your loyalty-marketing
                                                                                                                                                                                           ● General Mills                                    ● Starbucks Coffee Company
                                                                                                                                                                                                                                                                                   NEW!        Choose your focus:
decisions and how a tactical loyalty program fits into your enterprise
                                                                             Stage IV: Financial Planning and Analytics                                                                    ● Grainger                                         ● Starwood Hotels & Resorts

                                                                                                                                                                                           ● Hallmark                                         ● TiVo Inc.
                                                                             In this section, you’ll learn how to become the CFO’s best friend. You’ll                                                                                                                                            NEW B-to-C                             NEW B-to-B
customer strategy.                                                                                                                                                                         ● Hewlett Packard                                  ● Verizon Wireless
                                                                                                                                                                                                                                                                                                focused session                        focused session
                                                                             learn to estimate the costs of your loyalty program and how to evaluate
Build Your Loyalty Program                                                   the results on a financial basis. Through a thorough grounding in program                                     ● Home Shopping Network

                                                                                                                                                                                           ● J.Crew
                                                                                                                                                                                                                                              ● Victoria’s Secret Stores

                                                                                                                                                                                                                                              ● Visa USA, Inc.
                                                                                                                                                                                                                                                                                         January 21 – 22, 2009                        May 5 – 6, 2009
Loyalty-marketing programs designed to engender loyalty and increase         financial modeling, you’ll learn how to quantify program ROI through                                                                                                                                        San Francisco, CA                            Chicago, IL
                                                                                                                                                                                           ● The Kroger Company                               ● Wells Fargo
sales from best customers are an essential component of any enterprise       such metrics as program lift, customer retention, optimized funding rates,                                                                                                                                  AMA Conference Center**                      MicroTek Downtown Chicago***
                                                                                                                                                                                                                                                                                         55 Fourth Street                             230 W. Monroe Street, Ste. 550
loyalty strategy. Your loyalty program provides a vital link between your    anticipated breakage, segment mobility and customer lifetime value. You’ll
company and your customers – and this link is the first and strongest link   even learn how to accurately forecast and plan for program liability. Finally,                             “Excellent overview of loyalty and very relevant insights for people
                                                                                                                                                                                        being introduced to the world of loyalty.”                                                 ** Please note that this facility does not have hotel accommodations. The AMA
in the relationship chain that builds loyalty, advocacy, and customer        we’ll give you an overview and an introduction to the COLLOQUY Financial                                                                                                                              Conference Center is located inside the San Francisco Marriott Hotel on the 2nd
                                                                             Planning tool – an entry-level financial modeling tool free to all attendees.                                                                    Luis Miguel Diaz-Llaneza, Ceo, Ampersand             level. For hotel accommodations, please contact the San Francisco Marriott at
satisfaction. In this section, attendees will get hands-on experience
designing and building a customer loyalty program through COLLOQUY’s
                                                                                                                                                                                           Join us from 1:00 p.m. – 2:00 p.m. ET for these upcoming
proprietary three-stage process.                                             Wrap-Up: Future Trends and Predictions                                                                                                                                                                *** For hotel accommodations, please contact Club Quarters, Central Loop at
                                                                                                                                                                                                                                                                                   800.279.6753. Mention you are attending a seminar at MicroTek to receive your
                                                                                                                                                                                                    Loyalty Marketing Virtual Seminars
                                                                             We’ll conclude the workshop with a state-of-the-art industry view of the                                                                                                                              discounted rate.
Stage 1: Discovery                                                           most important trends in loyalty-marketing in the US and abroad. You’ll learn                         Thursday,                                It Takes a Village – Building a Winning
Working from a real-world case study, attendees will work together to                                                                                                                                                                                                              CEUs Awarded
                                                                             how these trends will affect your program development and the expectations                            December 4, 2008                         Loyalty Team
                                                                                                                                                                                                                                                                                   Continuing Education Units may be used as evidence of your new skills and
create a strategic framework to guide program development. You’ll
                                                                             of your best customers, and leave with a solid understanding of the trends in                                                                                                                         educational accomplishments. Attendees at this seminar earn 0.8 CEUs per day.
analyze the market, assess the brand, define measurable objectives,                                                                                                                Tuesday,                                                                                        You will be mailed your certificate of completion reflecting CEUs earned.
                                                                             data capture and usage that will impact your strategy in the next decade.                                                                      Loyalty Marketing To The Underbanked
                                                                                                                                                                                   December 16, 2008
profile customer behavior and define your strategic loyalty objectives.
                                                                                                                                             NOTE: Outline is subject to change.                                                                                                   Cancellation Policy
You’ll learn about the benefits of top-down strategic planning, and how
                                                                                                                                                                                   Tuesday,                                 Turning Data Into Insight: Using Custom                If you cannot attend an event for which you are registered, please send a substitute.
to create a loyalty value proposition that complements your brand and                                                                                                              January 27, 2009                         Modeling                                               Substitutions are allowed at any time and no fees are imposed. If you must
differentiates you from your competitors.                                                                                                                                                                                                                                          reschedule or cancel your registration, please visit www.dmaloyalty.org for the
                                                                                                  NETWORKING OPPORTUNITY — Continental breakfast and lunch                                                  Register at www.dmaloyaltyweb.org                                      cancellation policy.
                                                                                                  will be served each day, to facilitate networking with your peers.
Stage II: Framing

                                                                                                                                                                                                                                                                                   Commitment to Customer Choice
In this section, you’ll learn the secret to designing the ultimate loyalty                                                                                                                  YOUR SATISFACTION IS GUARANTEED OR YOUR MONEY BACK
                                                                                                                 Added VAlue Bonus                                                                                                                                                 If you wish to modify future marketing mailings or change your list rental
value proposition. Continuing your work in a case study environment,                                                                                                                You will be 100% satisfied with what you learn or we will refund your registra-                preferences, please call Customer Service at 212.790.1500.
                                                                                                                You’ll receive a complete development workbook,                     tion fee in full†. We can afford to make this offer because we know that this
you’ll choose the optimal loyalty structural model for your needs, learn                                                                                                            seminar is going to exceed your expectations. It’s part of our commitment to
                                                                                                                including program pricing guidelines and an electronic
how to implement hard and soft benefits for the perfect blend of                                                                                                                    provide you with the highest quality education and training.
                                                                                                                financial planning tool to determine your program’s                                                                                                                               LARGE STAFF TO TRAIN? OUR EXPERTS.
incentives, practice tiered resource allocation, uncover the secrets of        ww                               return on investment.                                                                                                         George W. Markham                                   YOUR STAFF. DELIVERED ONSITE.

effective customer segmentation, develop a testing and measurement
                                                                                          a.org                                                                                                                                               Director, Education Services
                                                                                                                Attendees tell us this workbook alone is worth                                                                                Direct Marketing Association, Inc.   DMA’s Customized In-Company Education is designed to meet your specific needs to
                                                                                                                                                                                        Requires written request within 30 days of seminar.
plan and even design an effective exit strategy.                                                                the price of admission!                                                                                                                                            save you both time and money. Simply tell us what you want and we will set up a
                                                                                                                                                                                                                                                                                   program tailored just for you – presented at your site. It’s easy, affordable, and gets
                                                                                                                                                                                                                                                                                   the results you seek. Call your DMA In-Company Education Consultant today

                                                                                                           www.dmaloyalty.org                                                                                       212.790.1500                                                   at 212.768.7277, ext. 1609, or email trainingmanager@the-dma.org. For more
                                                                                                                                                                                                                                                                                   information visit www.dmaincompanyedu.org.