Silverpop: Taking Loyalty Beyond the Discount

Silverpop: Taking Loyalty Beyond the Discount

• 1.
  Taking Loyalty BeyondThe Discount Dave Walters, Product Evangelist @_DaveWalters
• 2.
  So Who isThis Dude? Twenty-Year Digital Marketer COO @ Loyalty Startup Corporate + Agency Relationship Marketing Practice Lead 2
• 3.
  Who is Silverpop? Silverpop is the Unified Digital Marketing Platform that delivers superior overall “return on relationship” powered by the deepest insight into the way customers behave. 3
• 4.
  4,000+ Brands and15,000 Marketers Financial Services Retail Energy & Utilities Media Business Services Software Travel & Hospitality Non-Profit Food & Beverage Hardware Entertainment Education 4
• 5.
  Behavioral Marketing Real-time, cross-channel, insanely relevant campaigns to one person at a time automatically driven by analytics of their actions, preferences and profiles.
• 6.
  The Wild Westof Loyalty Marketing ~$100/mo./location $50 for 500 $3-5MM/yr. 6
• 7.
  Why Do LoyaltyPrograms Exist? • They created real choice modifiers and drove strong add-on revenues in specific industries, like travel and retail – Yep, he just used the past tense :: <CREATED> • More market competition drove increasing price and share-of- spend pressures – Sure, the rise of analytics weenies drove new dynamics • Buyers respond positively to more engaging relationships – Newsflash, we’re social beings who like being recognized • Marketing programs have their own momentum – Once proven, it’s hard to kill a big fish 7
• 8.
  When They’re Great High SKU-Level Margins Commoditized Product Steady-State Marketing Budget Repeatable Purchase Cycle Data-Driven Marketers MDF Funds Recurring Customers 8
• 9.
  When They’re Terrible Price-Satisfied Customers Complex Product Offering Commingled With Other Brands Few Fraud Controls No In-Store Training Just Free Stuff Nothing is ‘Learned’ 9
• 10.
  “A completely differentmindset is required if any semblance of a loyalty program is going to stick to today’s 20-year-old, who is the prime earner of the next 20 years. Online reputation and real-life experiences will trump a 15% coupon any day of the week and twice on Sundays.” Me, 2010 10
• 11.
  Six New TacticsBeyond Discounts 11
• 12.
  Open Your SocialEyes • Better ‘appreciation dynamic’ • It’s real-time, more personal, and is absolutely scalable • Consider social advocacy on par with item purchases • Use tools like Twitter Advanced Search or Radian6 12
• 13.
  Reward Based onAffinity • Think beyond the item being bought from you • What resonates with the PERSON • Gently test a wide range of hypotheses with partner offers • And then there’s Prime… 13
• 14.
  Go Deep onMobile • Captain Obvious moment: your users have smartphones • Look closely at hard costs, and then spend that money build an app • Keep the experience immediate, drive- to-web is bad here • Remember non-digital high spenders 14
• 15.
  Factor for Location • Of all the ‘behaviors’, location is among the strongest predictors • Keep a permission layer, but use the data to inform your programs • Don’t miss the opportunity to socially thank visitors 15
• 16.
  Score It Likea Lead • As long as we’re beyond the transaction, go for it! • B2B-stlye lead scoring applies to events beautifully • Group your customers by tier and market to them differently • Experiment aggressively 16
• 17.
  An Open Architecture • The biggest challenge today • Takes affinity-driven rewards to their logical conclusion • Reduce costs *and* deepen your customer understandings • Pick only your best friends and partners 17
• 18.
  The Thank YouEconomy 18
• 19.
  Questions? DaveWalters  dwalters@silverpop.com  Twitter: @_DaveWalters www.slideshare.net/silverpop Twitter: @SIlverpop www.silverpop.com 19