Promo - April 2008 - (Page S16) Subway Card programs and their ability to personalize their experience with the Subway brand,” says Subway marketing programs specialist Ned Daley. “In addition, businesses large and small have reached out to us, expressing interest in purchasing and customizing Subway Cards with their information and logos” for employee and client rewards. Plastic and e-cards can also drive Web transactions. E-cards reduce overhead costs and help improve a program’s return—as does any strategy that pushes loyalty program redemptions and administration online. That’s not the only benefit of moving to the Web—it also enables marketers to conduct transaction/history-based, dynamic promotions, says Andrew Hodges, vice president, business development, Affinion Loyalty Group. Dunkin’ Donuts’ recently started an online loyalty program offering product news and special in-store and online offers via e-mail twice per month. It made a limited-time offer giving consumers every dollar spent toward redemption for free menu items at participating Subways. Restaurants offering both plans use one card for both. The cards are available for purchase and reload at mysubwaycard.com, and predenominated versions are sold at WalMart, CVS, Barnes & Noble, college bookstores and other retail outlets. Another benefit is that the program also en- ables one-on-one customer relationship building: Cardholders receive unique promotional offers on their register receipts, based on their specific purchasing and frequency histories. Subway sweetens the package by enabling patrons to customize their cards with photos. “Consumers tell us that they love the 4,000 Hotels Worldwid e The Gift That Fits Everyone . ® The Best Western Travel Card is a pre-paid gift card that is flexible, convenient and easy-to-use, and is ideal for… ™ at 4,000 Best Western® Best Western Travel Card® bestwestern.com/incentives | 1.866.574.6475 THE WORLD’S LARGEST HOTEL CHAIN.® S 16 SPECIAL ADVERTISING SUPPLEMENT http://bestwestern.com/incentives http://bestwestern.com/incentives
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