Promo - February 2009 - (Page 13)

The players • Complementary product purchase promotions Make the purchase of a product the ticket for entry to the promotion (though be aware of alternative means of entry). • Promotions targeted to lapsed customers The hardest customers to sell to are those who have not recently purchased. A promotional event is a great way to get noticed by this group when the regular communications are ignored. • Promotional programs built around highly viral advocates of your brand Nothing promotes word-of-mouth behavior like hosting a promotional party. more relevant, online contests that speak more exclusively to this segment, or simply a members-only sale, clubs require unique promotions to make them attractive options for busy, distracted customers. EXCLUSIVITY IS NOT A DIRTY WORD We’ve grown accustomed as marketers to launching promotional programs and events that are available to all of our customers, but it is critical that we rethink that assumption. It is not necessary to make every promotion open to everyone. By targeting promotions, marketers can make this type of activity more a part of everyday marketing rather than twicea-year blowout events. Focus your efforts on your more valuable customers (while keeping an eye on revenue and margin), and you’ll see your promotional efforts generate a higher and more sustainable return on that investment. l P David Rosen is senior vice president for Loyalty Lab. He can be reached at David@loyaltylab.com. JOINING IN A recent trend in loyalty marketing is the inclusion of member clubs. Loyalty clubs are essentially ways for members to self-select into a richer set of communication, rewards and benefits based on the products they like or their personal preferences. A great benefit to differentiate club membership from basic membership is a promotion targeted exclusively to these customers. Whether it is a sweepstakes with prizes that are Promo / WWW.PROMOMAGAZINE.COM / February 2009 13 http://nikestore.com http://nikeid.com http://nikestore.com http://www.promomagazine.com

Table of Contents Feed for the Digital Edition of Promo - February 2009

Promo - February 2009 Contents Editor's Note A Bitter Pill Moving the Pictures Exclusively Yours Smart Mart Web Watching Tell Your Friends Commentary Second String Q&A: Shop Right Cover Story: Game On! Game On! Resource Center The Agency Center Testing... Testing... Index of Advertisers

Promo - February 2009

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.