Thursday, August 21, 2014

Loyalty Rewards Needed to Woo Millennial Shoppers

To win over the fickle millennial shopper, a loyalty rewards program is essential, at least based on a new report from Bond Brand Loyalty. As reported recently in Ad Age, Bond's fourth-annual survey of more than 6,000 consumers, found that 37% of millennials, defined as 20- to 34-year-olds, said they would not be loyal to a brand that doesn't have a strong loyalty program (compared with 30% of all respondents). And brand loyalty programs must keep competing to please these younger buyers: Of millennials surveyed, 68% said they change when and where they make purchases to get loyalty rewards, and 60% will switch brands if incentivized. No wonder loyalty programs are elbowing each other in a crowded field. On average, people are enrolled in 10.4 loyalty programs, according to the Bond study, although they are only active in 70% of them. Looking for loyalty rewards worth emulating? See the survey's top-ranked loyalty programs by company in each market category at http://adage.com/article/datadriven-marketing/dove-jetblue-top-loyalty-program-rankings/293499/

Tuesday, August 19, 2014

Nonprofit Insight: Track Donors, Not Channels

"Track the donor, not the channel," to create effective nonprofit integrated marketing campaigns, recommended Sean Powell of The Engage Group, speaking at the DMA Nonprofit Federation’s Nonprofit Digital Day. Powell was joined on a Digital Fundraising 101 panel by Mikaela King, vice president of marketing at Defenders of Wildlife, who provided hands-on advice based on her organization's shift from structural division by marketing channels, such as direct mail and social media, to division by audiences, such as donors and advocates. "It’s not about how the organization is structured. It’s about what’s most important for the donor," explained King. "It is very hard to integrate marketing when you are not integrated internally." After restructuring for a donor focus, King advocated a three-step approach; first target the audience, then determine what you will offer, and finally create the messaging. It's especially critical for successful integration to sync data, added Heather Marsh of ABD Direct: "Make sure that your data is in line before starting a large integrated campaign. If you can’t really make sure you’re talking to people accurately, don’t do it." For more panel insights, read the Direct Marketing Association (DMA) report at http://thedma.org/advance/best-of-dma/insights-from-dma-nonprofit-digital-day-track-the-donor-not-the-channel/