Most disappointing results in loyalty programme effectiveness trace back to an audience defined too broadly. A message about the practice within marketing and commercial practice that tries to reach everyone reaches nobody. Exercises escalate in difficulty, ending with the ambiguous situations that make this part of marketing and commercial practice hard in practice. It suits anyone whose decisions touch loyalty programme effectiveness, in large organisations and small ones alike. The version of this area of marketing and commercial practice described in the manual and the version practised on the floor tend to diverge over time. It concentrates on the parts of the marketing and commercial practice capability that determine outcomes and treats the rest proportionately. Participants take away a working set of documents supporting loyalty programme effectiveness, ready to be adapted internally. Mature organisations treat the practice within marketing and commercial practice as a standing capability rather than a project that finishes. It closes by agreeing the smallest change to this part of marketing and commercial practice that would make a visible difference.
Expected Learning Outcomes
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Align loyalty programme effectiveness with the wider objectives of the commercial team rather than optimising it in isolation.
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Align marketing and sales handover within loyalty programme effectiveness so leads are not lost.
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Set measurable objectives for loyalty programme effectiveness tied to revenue rather than reach.
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Integrate loyalty programme effectiveness into existing management routines rather than running it separately.
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Set the attribution model for loyalty programme effectiveness and understand its limits.
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Prepare a short, evidence-based briefing on loyalty programme effectiveness for senior management.
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Choose channels for loyalty programme effectiveness on evidence of where the audience decides.
Who Should Attend
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Compliance and governance staff whose remit includes loyalty programme effectiveness.
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Brand and communications specialists shaping loyalty programme effectiveness.
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Agency and consultancy staff supporting clients on loyalty programme effectiveness.
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Retail and channel managers executing loyalty programme effectiveness in the field.
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Consultants and advisers supporting clients on loyalty programme effectiveness.
