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brand ambassadors

Klout Launches Branded Communities for Marketers

Posted by Sheila Shayon on April 19, 2012 11:03 AM

Klout is wooing marketers and brand fans with the launch of Brand Squads, the social media site's equivalent of brand topic pages. The concept, a bid to engage fans around branded hubs, is now in beta with Red Bull as the launch partner.Continue reading...

brand ambassadors

Klout Launches Branded Communities for Marketers

Posted by Sheila Shayon on April 19, 2012 11:03 AM

Klout is wooing marketers and brand fans with the launch of Brand Squads, the social media site's equivalent of brand topic pages. The concept, a bid to engage fans around branded hubs, is now in beta with Red Bull as the launch partner.Continue reading...

going mobile

Singapore Subway Adopts Mobile Loyalty Program

Posted by Mark J. Miller on April 16, 2012 01:05 PM

Tired of carrying a stack of loyalty cards with you everywhere? Well, your mobile phone is calling with a solution. 

Like pretty much everything else a consumer desires, the data from your loyalty programs can be stored on your mobile phone. And now, if you happen to spend any time in Singapore, you can use it to keep track of just how loyal you are to Subway. 

QSRweb reports that customers at more than 80 Subways with phones on any Apple iOS or Android-based operation system can join the Pointpal program and earn themselves a free six-inch Subway meal after collecting eight stamps. If you sign up in the next month, you get two stamps right off the bat.

"We want to continually innovate and provide the best possible customer experience and this is increasingly around a mobile loyalty rewards program,” stated Sarah Lee, franchisee of 10 Subway restaurants in Singapore. “Customers are rewarded for their purchases, and can use their mobile phone to capture and redeem these rewards across participating franchisees and as part of this local-store marketing activity.Continue reading...

social marketing

Will Ikea 'Snap a Napper' Facebook Stunt Lead to Separate Beds?

Posted by Abe Sauer on April 5, 2012 04:05 PM

"Know someone that tends to doze off when they shouldn't? Are they more 'sleeping beast' than 'sleeping beauty'? Take a picture and share it with us. You could both win everything you need to sleep like a princess in our exclusive IKEA FAMILY competition."

That's the pitch for Ikea UK's "Snap a Napper" campaign. "Snap a Napper" is a crowdsourcing project aimed at getting users to take pictures of people grabbing a few winks, and then upload those pictures to Ikea UK's Facebook page, all for a chance to win a £1,500 "dream bed." 

Not only is the competition only open to fans of Ikea's Facebook page, but it's also limited to "Ikea Family Members." Not a member? "Don't worry, it's quick and easy to join IKEA FAMILY."Continue reading...

brand loyalty

AT&T Plus: Lower Prices, More Support and a Starbucks to Go

Posted by Sheila Shayon on April 2, 2012 04:57 PM

AT&T is testing a new loyalty program: AT&T Plus, billed as "your pass to more possibilities — one that delivers a personalized customer experience."

For now, it’s a trial limited to a handful of markets in the U.S. (Minneapolis, Colorado and Texas for starters), offering free access to a special 1-855-ATTPLUS customer service line, no upgrade fees, no activation fees for second phone lines, a 25% discount for non-Apple phone accessories, and a $10 Starbucks gift card.

Customer loyalty for mobile carriers is an increasing challenge. A recent survey from PwC reports that customer loyalty is continuing to decline and the average length of "postpaid customer relationships" dropped to 48 months last year from 59 months in 2010 as reported by CNET.Continue reading...

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response mechanism

Ernst & Young Sees US Brand Loyalty Disappearing

Posted by Mark J. Miller on March 30, 2012 10:02 AM

It doesn’t seem that long ago that marketers kept pretty busy trying to lure consumers in at younger ages in order to keep them onboard for the rest of their lives. Once an (insert product here) user, always an (insert product here) user.

But money—or lack of it—has a way of changing things. Forbes reports that brand loyalty is seriously on the downswing in America, which is bad news for marketers. The source: a new study by Ernst & Young of more than 25,000 people in 34 different markets worldwide resulted in the new info that brand loyalty is only just below 40% across all of those markets but is at a lowly 25% in the States.

The way Ernst & Young put it makes it sound as if the American consumer has had a bad accident: “Customer behavior has changed beyond recognition.” However you phrase it, marketers have some adjusting to do.

Two things that are key to purchase decisions and scored high in the study, Forbes notes, are price (89%) and quality (82%). Forbes also points out that another study by Ask Your Target Market, which “asked 2,000 consumers to rank in order of importance the factors which affect why they love a given brand,” had price and quality at the top of the rankings.Continue reading...

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social marketing

Plink Adds Arby's to Growing Facebook Loyalty Roster

Posted by Sheila Shayon on March 27, 2012 11:18 AM

What do you get when the second largest quick-service sandwich chain in the U.S. goes Plink? The opportunity for customers at 3,500 Arby’s restaurants to earn 10 Facebook Credits for every $5 spent.

Plink, the online-to-offline social media-based loyalty program already counts Taco Bell, Outback Steakhouse, 7-Eleven, Red Robin, Quiznos, and Dunkin’ Donuts as affiliates. Now you can add the Atlanta-based Arby’s Restaurant Group, purveyor of the classic Roast Beef and Beef ‘n Cheddar sandwiches, Curly Fries and Jamocha Shakes, to the Plink roster.

“Facebook Credits is the missing ingredient that’s been needed to connect social media to offline sales,” stated Peter Vogel, co-founder of Plink, in January. “Now with the ‘glue’ of Facebook Credits our national restaurant and offline retailer partners have a way to tap into the nearly 800 million users on Facebook, motivate them to become loyal customers, and reward them.”Continue reading...

response mechanism

Sam's Club Grabs Top Spot in Consumer Loyalty Survey

Posted by Barry Silverstein on March 22, 2012 10:01 AM

Customer loyalty is increasingly a marker for success, especially as brands compete for market share and look for ways to grow and maintain a loyal customer base. Given the influence of social media, engendering loyalty becomes all the more important for brands because they can be impacted by positive recommendations or negative comments shared among consumers.

That makes a new research report, the 2012 Temkin Loyalty Ratings, particularly interesting. Based on a survey of 10,000 U.S. consumers in January 2012, the research examines consumer loyalty to 206 large companies across 18 industries.

The Loyalty Ratings survey took into account three components of loyalty:

- Likelihood of consumers to recommend companies

- Reluctance of consumers to switch business away from companies

- Willingness of consumers to purchase additional products and services from companies.

The top three industries in terms of loyalty were grocery chains, retailers, and fast food chains. Last in the ratings were TV service providers and Internet service providers. Banks and credit card issuers appear in six of the bottom nine spots in the ratings.Continue reading...

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