DMA/COLLOQUY® Loyalty Marketing Workshop Outline

Day 1 | Day 2

Day 1: 9:00 A.M. - 5:00 P.M.
Please arrive 30 minutes earlier than the start time to register.

Learn from the Best Minds in Loyalty
Through COLLOQUY’s theory and real-world examples – culled from over two decades of research and practitioner experience – we’ll teach you the best practices you need to ensure the success of your customer strategy. Working alongside our experienced faculty, you’ll learn the tools and techniques to develop a customized, value-added loyalty strategy from the ground up.

Turn Enterprise Loyalty into Your Competitive Weapon
In this segment, attendees will learn about the origins of loyalty marketing, the business issues that influence your loyalty-marketing decisions and how a tactical loyalty program fits into your enterprise customer strategy.

Build Your Loyalty Program
Loyalty-marketing programs designed to engender loyalty and increase sales from best customers are an essential component of any enterprise loyalty strategy. Your loyalty program provides a vital link between your company and your customers– and this link is the first and strongest link in the relationship chain that builds loyalty, advocacy, and customer satisfaction. In this section, attendees will get hands-on experience designing and building a customer loyalty program through COLLOQUY’s proprietary three-stage process.

Stage I: Discovery
Working from a real-world case study, attendees will work together to create a strategic framework to guide program development. You’ll analyze the market, assess the brand, define measurable objectives, profile customer behavior and define your strategic loyalty objectives. You’ll learn about the benefits of top-down strategic planning, and how to create a loyalty value proposition that complements your brand and differentiates you from your competitors.

Stage II: Framing
In this section, you’ll learn the secret to designing the ultimate loyalty value proposition. Continuing your work in a case study environment, you’ll choose the optimal loyalty structural model for your needs, learn how implement hard and soft benefits for the perfect blend of incentives, practice tiered resource allocation, uncover the secrets of effective customer segmentation, develop a testing and measurement plan and even design an effective exit strategy.

Day 2: 9:00 A.M. - 4:00 P.M.

Stage III: Execution
Continuing with the case study work you began in Day 1, you’ll learn how to forecast enrollment and participation rates, implement sure-fire enrollment tactics and create compelling and relevant communications that gain customer permission. You’ll also learn the secrets to effective implementation, including everything you need to know about loyalty technology, systems, and infrastructure, the importance of strategic partnerships to your program’s evolution, and how to measure program results using the metrics that are most relevant to your business.

Stage IV: Financial Planning and Analytics
In this section, you’ll learn how to become the CFO’s best friend. You’ll learn to estimating the costs of your loyalty program and how to evaluate the results on a financial basis. Through a thorough grounding in program financial modeling, you’ll learn how to quantify program ROI through such metrics as program lift, customer retention, optimized funding rates, anticipated breakage, segment mobility and customer lifetime value. You’ll even learn how to accurately forecast and plan for program liability. Finally, we’ll give you an overview and an introduction to the COLLOQUY Financial Planning tool – an entry-level financial modeling tool free to all attendees.

Wrap-up: Enteprise Loyalty Trends
We’ll conclude the workshop with a state-of-the-art industry view of the most important trends in loyalty-marketing in the US and abroad. You’ll learn how these trends will affect your program development and the expectations of your best customers, and leave with a solid understanding of the trends in data capture and usage that will impact your strategy in the next decade.

* Outline is subject to change.