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Adding value and creating loyalty through targeted promotions

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Adding value and creating loyalty through targeted promotions
Carey TrevillTim Lawler
UK Managing DirectorGroup Planning Director
Hello Let us introduce ourselves…
How to build brand equity through experiences, giving your campaigns real value and allowing your brands to touch people’s hearts and minds
WWW.TLCMARKETING.COM
Heartscrave emotional connection. Mindsare swayed by the rational –
where price belongs.
But discounthas become such an addictionthat it gets mistaken for something that touches the heart.
WWW.TLCMARKETING.COM
WWW.TLCMARKETING.COM
People think they’re in love with saving money Unless they’re buying…
WWW.TLCMARKETING.COM
Anyone?
WWW.TLCMARKETING.COM
The alternative to emotional brand connection: WWW.TLCMARKETING.COM
Which gets you going more? WWW.TLCMARKETING.COM
Which do you trust more? WWW.TLCMARKETING.COM
Of course you need to get the pricing proposition right. But if you loveyour brand and want people to feel the same, don’t make that the only show in town. WWW.TLCMARKETING.COM
So what’s the persuasive alternative to discounting?
WWW.TLCMARKETING.COM
ADDING VALUE
CREATING LOYALTY
TARGETED PROMOTIONS
WWW.TLCMARKETING.COM
ADDING VALUE
CREATING LOYALTY
TARGETED PROMOTIONS
WWW.TLCMARKETING.COM
True Loyalty
WWW.TLCMARKETING.COM
TRUE LOYALTY
WWW.TLCMARKETING.COM
A word on loyalty True loyalty is pure. It doesn’t require bribery, nor even persuasion. It doesn’t even need rewarding.
but true loyalty is rare.
All the more reason to rewardit. WWW.TLCMARKETING.COM
WWW.TLCMARKETING.COM
Central, brand-led promotional campaigns which remain consistently influenced by a core equity-inspired platform
True loyalty is rewarded through behavioural influences Brands feel they now have to enter into discounting or price promise Consumers feel they need discounts to have brand dialogue
Remove the white noise and replace with meaningful interactions
The obvious response:
“Of course I’d prefer a
‘meaningful interaction’, but only have limited budget!”
Science
Number of sales you want to achieve
Cost you are prepared to spend to acquire or retain
£50 cashback?
Free Flight?
Which route is more cost effective?
Reward
1.Added value to brand
2.Created loyalty via positive experiences
3.Truly targeted to the consumer
4.Sold the brand at a greater margin, without erosion
20 % off? WWW.TLCMARKETING.COM
WWW.TLCMARKETING.COM
WWW.TLCMARKETING.COM
The right reward = creation of a new memory eternally
linked with your brand
WWW.TLCMARKETING.COM
Vision realised through rewards:
Loyalty measured in advocacy
WWW.TLCMARKETING.COM
WWW.TLCMARKETING.COM
WWW.TLCMARKETING.COM
ADDING VALUE
CREATING LOYALTY
TARGETED PROMOTIONS
WWW.TLCMARKETING.COM
Who buys the office products in your office? WWW.TLCMARKETING.COM
WWW.TLCMARKETING.COM
WWW.TLCMARKETING.COM
WWW.TLCMARKETING.COM
WWW.TLCMARKETING.COM
WWW.TLCMARKETING.COM
WWW.TLCMARKETING.COM
58% of UK consumers ‘don’t like paying full price for anything’*
A well known high street restaurant chain trades over 70% of its transactions in 2 for 1 offers
Brand aligned partnerships have boosted market share and partner profits for a popular kids soft drink by 10% and 5% respectively
*MINTELSEPTEMBER 2011
WWW.TLCMARKETING.COM
THE TLC VIRTUOUS CIRCLE
Our reward partners want the very same people through their doors
The general public want to fill their leisure time with memorable experiences -and love getting things for nothing
Clients want people to form bonds with their brand
WWW.TLCMARKETING.COM
We can deliver EVERYONE WINS campaignsthat:
•Keep people buying our clients’ products
•Build brands
•Cost less
There’s no risk to the client. We reward EVERYONE who wants to redeem –for usually lessthan the cost of discounts or even chance-to-wins. Magic? The Philosopher’s Stone? Or just a cost-effective route to genuine loyalty?
WWW.TLCMARKETING.COM
THE TLC BOTTOM LINE
You have been watching:
Adding value
Creating loyalty
Targeted promotions
WWW.TLCMARKETING.COM
Please pick up a tastecardand copy of our magazineand say hello! at stand D500 WWW.TLCMARKETING.COM
Over 50 years of experience in creating consumer campaigns
Thank you
Contact
Carey Trevill and Tim Lawler
23 Beaumont Mews, London W1G 6EN
lets.talk@tlcmarketing.com
Stand: D500
T020 7725 6037
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