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Here's Why Loyalty Needs to Break the Rules

Loyalty providers produce programs that are so cookie-cutter and permanently standardized that it’s nearly impossible to tailor these programs to individual brands. Marketers are following a misguided standard that has been left behind and no longer differentiates itself or resonates with members. We look over our shoulders, follow the leader and copy, instead of pioneering and focusing on areas to build unique programs that accomplish each brand’s specific needs and goals.

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Baesman Insights & Marketing Wins 2 Best-In-Class Awards

Loyalty360, The Association for Customer Loyalty, has announced the winners for its Best in Class Awards, which were awarded in a ceremony on the evening of October 24th, during the first day of the 2018 Customer Expo conference. The awards recognize brands that are innovating in nine categories, each representing important aspects of customer loyalty. Winners were chosen by the members of the Loyalty360 editorial staff, analysts, and feedback from Loyalty360 Customer Award judges.

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Finding A Marketing Measurement Plan That Drives Change

Marketers are inundated with tools, indicators, and options for measuring campaign performance. In some sense, we’re beholden to the recent torrent of investment in analytics to prove a success and show ROI. It’s given us the ability to take a deep-dive into just about every customer behavior, but not all metrics are created equal and finding the right ones for your brand can be challenging. Download

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Loyalty is more than marketing, it's a mindset

Marketers think of loyalty as a technology platform or a marketing campaign; they think it’s a demand or a lever to produce higher revenue, but it’s so much more. In its most successful iteration, loyalty is a mindset permeating all aspects of business. We demand loyalty from customers, and we chase it fervently, but few marketers stop to realize that to get something, you often must be the first to take that step. Marketers must prove loyalty to customers before they can expect anything in return.

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Back-To-School Requires Multifaceted Messaging to Impact Customers

Back-To-School (BTS) is here and most retailers are taking a deep breath before they find their way into the dark recesses of the lead-up to the holiday season. But BTS itself is too important to gloss over. And it’s too important to leave to global promotions, generic sweepstakes, and one core product to drive business. BTS is the second largest shopping season of the year, accounting for $27 billion in sales last year. As marketers, our campaigns need to be complex, targeted, and nuanced by data to perform in today’s competitive market.

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Why social should be a component of your loyalty program

Loyalty is not built overnight. Programs are strategically thought out to drive up a company’s KPI’s and increase their ROI. Traditionally, program benefits usually boil down to a “spend and get” model. 97 percent of loyalty programs rely specifically on transactional rewards. Of the 97 percent, 77 percent of these transaction-based programs fail within the first two years of being implemented.

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I'm a Customer. Please Get to Know Me

Marketers are data-obsessed; we want to know everything we possibly can about our customers. We invade their lives to leverage some of the most personal and important information. Yet the experience for the customer is often underwhelmingly generic and provides no obvious value. Data collection is an issue right now — not because customers don’t want to give their data, but because they don’t see anything in return. They assume marketers are utilizing it like a shadowy backroom broker collecting and sharing information with no transparency to those that are affected.

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Baesman Insights & Marketing Wins Big at Loyalty360 Loyalty Expo 2018

The latest in its stable of industry-defining awards, the association for customer loyalty issued the first-ever edition of the Loyalty360 Top 10 Awards, which were announced May 18 at Loyalty Expo 2018. The awards recognize the top tier of Loyalty360 members across six categories, granting the distinction to 10 of the industry’s leading brands, agencies, individuals, programs, and technologies. Baesman Insights & Marketing was named a Top 10 Loyalty Agency. The award criteria included loyalty program design, brand partnerships and participation in Loyalty360.

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Loyalty is won in the least exciting places

There are countless places to focus your attention and investment when it comes to building brand loyalty. Technology providers flash the bells and whistles of their platforms, social agencies boast of the power of engagement and branding agencies tout the value of activation. While all of these areas are important, focusing on the most basic areas of your customers’ needs is still the best way to earn their loyalty. When prioritizing your investment, here are a few areas that will offer the most bang for your buck. (Actual) program benefits

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Jeff Sopko's Q&A With Medium: Trends and Strategies in Marketing and Loyalty

Baesman's Jeff Sopko was recently interviewed by Chris Quiocho of Medium. In the Q&A Jeff provides his thoughts on the marketing industry, trends he's seeing in loyalty and how his backstory and learnings have helped propel the Insights & Marketing division to new heights. You can read the Q&A here.

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FINDING LOYALTY IN THE LEAST EXCITING PLACES

Connecting with your customers in a meaningful way is a difficult task — one that starts by nailing the simple things. Building a successful loyalty program is complicated, but focusing on the fundamentals is the best way to earn the trust of your customers and drive profitability.

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