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Rescooped by Hendy Han from The MarTech Digest
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The Fatal Flaw in Loyalty Programs (And How to Minimize Damage) | Futurelab | #TheMarketingAutomationAlert

The Fatal Flaw in Loyalty Programs (And How to Minimize Damage) | Futurelab | #TheMarketingAutomationAlert | Milestone 2 | Scoop.it
Loyalty and rewards programs can be great motivators. When a business rewards the behavior they want from their customers – say, giving them a free...

 

Condensed...

 

Here are my own rules for minimizing loyalty program dissatisfaction:

 

Make the rules clear up front. People hate negative surprises, and one way to do that is to let them know what to expect when they sign up. Most programs do that, but most consumers probably pay little attention.Show progress frequently. If customers have no idea where they are in the process of earning rewards or holding onto their status, they won’t work to do either. Progress can be shown at the point of sale, by email, on receipts, etc.Warn of impending status loss. Don’t turn a change in status into a “gotcha!” Let customers know in advance so they can take action if it’s important to them.Offer options if possible. Airlines will sell you “miles” to let you retain or advance your status. While it’s unlikely that coffee consumers would pay a fee to buy “stars” and hang onto their status, I wouldn’t rule it out.Look at the customer’s history. Automated rules could grant customers with a strong history a last-minute extension to meet the criteria, or simply renew them once.Watch out for “penalties.” Beyond the surprise factor when Starbucks customers are informed they have been demoted, the loss of collected points seems particularly galling.Give customers a head-start to requalify. Hand in hand with the last point, it’s important to recognize that this customer was a frequent consumer in the past, so give them an easier path to status than a brand new customer. Recognize their past achievements. This will ease the sting.
Via marketingIO
Hendy Han's insight:

Promotion in form of loyalty program can be a very useful tool. However, when it is just being used as a formality form of getting close to the customers, it could hurt really bad. A comapny has to rethink really carefully when they are planning to apply a promotion in form of loyalty program. This article provide a really good rule of thumb to do it the right way and minimizing loyalty program dissatisfaction. Company has to have clear conditions and rules of how the loyalty program is being run and applied. One of the most important thing as well is to carefully choose the customers. Nowadays, especially in small medium retailers such as cafe, company start giving away loyalty cards too easily. This might create an unnecessary cost for the business. On the other hand, for a bigger company such as banks, the company has to be updated if there is any changes. Customers have to know what is happening with the loyalty program and they must be aware of any limitation of the program. Failing to do so could hurt the company image really bad, which may turn into a word of mouth disaster.

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Jennifer Beever's curator insight, August 1, 2013 1:17 PM

The interesting point in this article is that customers get angry when their status is demoted with little communication or warning. Companies have increased loyalty, and then blow it off with poorly designed programs.

Levi Norton's comment, September 26, 2013 7:35 PM
This is a very interesting article Hendy , I never thought that you have to think so much in-depth of the loyalty program and take so much into consideration. This has made me think that businesses need to pay attention to choose what loyalty programme to use because it may worsen the brands image and value
Aviral Kochhar's comment, September 26, 2013 11:13 PM
I aggree with Hendy Han’s comment as promotion in form of loyalty program can be a very useful tool. I agree with his comment rule of thumb program. If the rules arent followed the faliing to do so could hurt the company image really bad, which may turn into a word of mouth disaster.
Rescooped by Hendy Han from Social Media, SEO, Mobile, Digital Marketing
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Five Steps to Highly Effective Social-Mobile Campaigns

Five Steps to Highly Effective Social-Mobile Campaigns | Milestone 2 | Scoop.it

As a marketer, your every encounter with a smartphone-toting consumer should be considered an opportunity: They want to buy. You want to sell. But how do you make the connection happen?

 Best-practices for mobile campaigns may be unclear to many, but the mobile opportunity is all around us. Here are five can't-miss steps to highly effective social-mobile campaigns.


Via Kamal Bennani
Hendy Han's insight:

With all the online media buzz and all attentions are being put on a mobile information provider, it is a really good chance for marketers to start taking advantage of it, in a right way. In this article, there are 5 steps that differentiate your company with other ordinary mobile marketing campaign approach. The most interesting is the first step, when the article suggest you not to make customers to go to the app store and download your app. It creates a shorcut to the customer without much troubles. It is a good way to link the customers straight to the mobile browser from the QR codes. Overall, this articles suggest a better connectivity to let customers be engaged with your company campaign.

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Levi Norton's comment, September 26, 2013 7:12 PM
In response to Hendy, Great find! This article has broadened my knowledge of mobile strategies that can differentiate companies from others in the mobile marketing scheme. I feel that it’s a great idea that marketers create shortcuts for consumers to get what they want straight away . Great Find!
Maggie Zhang's comment, September 26, 2013 11:38 PM
I agree with your opinion Hendy. As you mentioned in the post, lead your customers straight to the mobile browser from the QR codes is a simple and smart way to secure your customers. Make consumers' life easier is the key purpose of doing social media. The rule is, the easier you brand can be reached, the more likely you succeed.
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10 Twitter Tactics To Pump Up Holiday Sales

10 Twitter Tactics To Pump Up Holiday Sales | Milestone 2 | Scoop.it

 

Use Twitter to Increase Last Minute Sales [Research /Charts]
Are you using Twitter effectively to drive holiday sales? With the 2012 holiday shopping season in high gear, don’t underestimate the power of social media, especially Twitter to influence holiday sales.

 

Deloitte’s 2012 Annual Holiday Survey revealed that consumers use social media to shop for holiday gifts and it’s the same way they shop for other products. They use social media to research gift ideas, find sales and promotions, and check product reviews and recommendations. Additionally, they look at family and friend’s wish lists and browse products. These activities are consistent with earlier research from Shop.org.

 

Exposure to tweets leads to higher retail site visits

Compete and Twitter research found that Twitter users exposed to retailer Tweets visited those retailer websites at a higher rate (95%) than general Internet users (90%). In part this is attributable to the fact that Twitter users are big online shoppers. Further, exposure to retailer tweets was consistent across mass retailers and more niche merchants. In fact, this trend was more pronounced for more niche retailers. This may be attributable to the fact that they have more engaged audiences.

 

Actionable Marketing Tactics:

Use Twitter to let prospects know about your product. Understand this doesn’t mean just screaming buy, buy, buy. Here’s a guide to Twitter etiquette.Let your Twitter followers know more about special gifts. Share useful product ideas, information and images.Continually build your Twitter following. Leverage your Twitter presence on other owned media including your website and blog.

 

Continue Reading ... 

Hendy Han's insight:

This article is really useful as it discusses several tactics to make use one of the most famous online social media, Twitter. This quick online research is a US based research to find out how customers think about finding promotion and sales for Holiday events. The great thing about this article, it give away data and information, as well as realistic action on how to maximize the usage of twitter. Furthermore, by using the finding from online research, this article stated that overall effective twitter, could increase the exposure of a brand/company. For the nature of a short and straightforward twitter comments, company could easily point out to customers on what is currently hapenning. The Twitter Following is one of the most important feature to keep the customer updated. For SMEs, this is a good way to let customers to keep track of what happening in your sotre/retail shop.

 

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Levi Norton's comment, September 26, 2013 3:05 AM
Great find Hendy! i feel that this article can benefit marketers and businesses of how to increase a brands exposure with simpliy the use of social media sources. i agree with your statement that the Twitter following is one of the most important feature to keep the customer updated.
Aviral Kochhar's comment, September 26, 2013 11:20 PM
I agree with Hendy’s comment and It is useful as to discuss several tactics to make use one of the most famous online social media. In today’s world social media is a big big platform for advertising and marketing for companies. The twitter following is one of the most important feature to keep the customer uptaded. All the comments made are quite relevant.
Rescooped by Hendy Han from Public Relations & Social Media Insight
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What we learned from Taco Bell taco licking fiasco about handling bad social media publicity - Mc2 Social Media

What we learned from Taco Bell taco licking fiasco about handling bad social media publicity - Mc2 Social Media | Milestone 2 | Scoop.it

One of the smartest things a brand can do is to respond as quickly and intelligently as possible to negative social media publicity, which is exactly what Taco Bell did.

 

Whether it’s an unsatisfactory customer experience, a management mistake, product malfunction or an employee of a major fast food chain publicly posting photos of themselves licking Tacos there are many reasons a company can get bad publicity.Below, we share with you some simple PR techniques that may well be worth thinking about so that your company is ready when people start talking about you on a blog, Facebook or Twitter....


Via Jeff Domansky
Hendy Han's insight:

This is a great article that includes a great example from previous case from Taco Bell. Publicity fame can be a double edge sword, where company is vulnerable for negative comments. This article provide a lot of great PR techniques that a company could take advantage of. Once a company goes online, they have to understand that a negative publicity can bring down a company so fast. It is important to handle the situation in timely fashion and keep responding in a good way to the customers. When a company goes through social media, it is important not to just leave it as it be. It has to be tracked on how the audiences and customers think about the company. Here, the PR department plays a big role to maintain the company image. A good thing suggested in the company, is to always consider a compesation from a critical mistake that they have done.

 

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Jeff Domansky's curator insight, September 10, 2013 12:51 PM

Good social media crisis PR lessons....

Levi Norton's comment, September 26, 2013 7:42 PM
In response to Hendy, I fully agree that if a company is in a publicity fame companies need to be prepared to respond to dissatisfied customers and reply to them as soon as possible if not the company could pay huge consequences . Great Read
Rescooped by Hendy Han from Promotional Gifts
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10 Promotional Items that are also effective Corporate Gifts

10 Promotional Items that are also effective Corporate Gifts | Milestone 2 | Scoop.it

10 promotional items that are also effective #Corporate #Gifts:http://su.pr/1N2eAs

 #Advertising #Promotions #marketing


Via Promotion Specialist
Hendy Han's insight:

In attempt to do an effective corporate advertising, a focus to build relationship as the main objective is important as well, whether the customers are end users, clients or other business entitites. This article give some of good ideas of a corporate gift as part of marketing and promotional activity to professional or business minded customers. It is nothing fancy, but has a good functionality. The point is not to cross the ego-border of the customers/partners. It is sometime, a simple thing that most company may ignore and taken lightly of, however, a simple gift could create a better image and a more perceived value to the customers

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Levi Norton's comment, September 26, 2013 7:20 PM
Good find Hendy I feel that the strategy of giving corporate gifts to consumers is an effective idea of forming relationships with businesses and consumers where just a simple gift can create a better image and value to the customers/business
Aviral Kochhar's comment, September 26, 2013 11:17 PM
I agree with Hendy’s comment in attempt to do an effective corporate advertising, a focus to build relationship as the main objective is important as well. I agree with most of his comments. This article gives some of good ideas of a corporate gift as a part of the marketing and promotional activity to business. a simple gift could create a better image and a more perceived value to the customer.
Maggie Zhang's comment, September 26, 2013 11:47 PM
Hi Hendy, i agree with you. a simple gift could create a better image and a more perceived value to the customers. Everyone loves free gift, not only this, the gift also means you are not just taking from your customers buy also giving. Relationship is an interesting thing, it is based on emotions. Send a marketing package along with a small gift to your customers can enhance the brand image, more importantly create the loyalty.
Rescooped by Hendy Han from Content Marketing & Content Strategy
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5 Content Marketing Tools for Better Planning, Management and Tracking

5 Content Marketing Tools for Better Planning, Management and Tracking | Milestone 2 | Scoop.it
Discover which content marketing tools will work best for your business. Read a summary of the top 5 collaboration tools in this TopRank blog post.

Via Stefano Principato
Hendy Han's insight:

This article is good because it provide an options for companies, especially smaller and medium enterprises, a tools to keep track of their integrated marketing program. The first part of the article explained briefly on how company should have an integrated approach to their integrated marketing communication and marketing program. Furthermore, since planning and putting short or long term objectives are necessary, the article gave an insight on which tools may suited and become appropriate for your marketing effort. Divvy and wordpress are some tools that have been around for awhile for social notebooking style of keeping track your progress. Toprank, gathercontent and kapost are some external software that are so useful, especially in managing your marketing media in term of online and Internet media channels. 

I think this article is really useful, since people would have read and have done previous research on IMC when they planning to go for it. Content planning tools such as the examples that were given in this article, provide a shortcut solution on how SMEs will undergo and design their IMC program, especially one that involved heavily on social medias.

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Hendy Han's comment, September 26, 2013 3:56 AM
This is for milestone1 - dont comment in it
Hendy Han's comment, September 26, 2013 3:56 AM
This is for milestone1 - dont comment in it
Aviral Kochhar's comment, September 26, 2013 11:23 PM
I agree with Hendy’s comment and It is useful as to discuss several tactics to make use one of the most famous online social media. In today’s world social media is a big big platform for advertising and marketing for companies. The twitter following is one of the most important feature to keep the customer uptaded. All the comments made are quite relevant.