High Times?

Last May I wrote an entry about the Miller High Life loyalty program.  I was skeptical that it could possibly be profitable, and one of the key thoughts was "you are essentially giving away margin...

Posted by jkeenan on 03/25

Is Your Brand a Winner?

There has been so much talk recently about engagement and engaging your consumers, and just today, this article about "engagement marketing."  The basic thesis behind all of these discussions seems...

Posted by jkeenan on 03/24

Loyalty Programs In a Down Economy?

How should companies be evaluating the cost/benefit ratio of their loyalty programs in a down economy?  This should be a bigger topic of discussion than it seems to be, but I haven't read much or...

Posted by jkeenan on 03/13

Would You Pay to Be a Fan?

Big splashy announcement by Disney of their fan community, D23. I'm not a Disney-phile so I'm definitely not the target audience, but it seems like an ambitious endeavor. The article discussing...

Posted by jkeenan on 03/12

Fast-Follow: Comment on Program Size

In my most recent post (see here), I expressed amazement that there was a loyalty program for Wheel of Fortune called "Wheel Watchers Club" that had 5MM members.  Given that big brands like Coke...

Posted by jkeenan on 03/12

Changing the Stakes

For years, I have been advising clients to try to be creative in developing a mix of hard and soft rewards for loyalty program members— not to lead with hard rewards, because in essence it means you...

Posted by jkeenan on 03/11

Can 5MM People Be Wrong?

I have often made comments about the online efforts of CPG brands and what level of reach/engagement is required to declare success. We've seen many user-generated-content initiatives with numbers...

Posted by jkeenan on 03/10

The Resiliency of Direct Marketing

Like all marketing budgets lately, direct marketing is taking its hits. Just this week came a few stories that would seem to exemplify how bad all companies have been hit by the downturn. According...

Posted by Eric Giandelone on 03/06

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