Knowledge To Be Shared

Traditionally, marketers identified a target audience by focusing on broad criteria such as demographic or geographic. They attempted to influence the public through advertising messages designed around their offer.

Using the power of technology and a consumer-centric approach to establishing relationships with individuals, you can combine the strength of mass media with the power of personal connection. With a database of your most loyal and active fans, you are armed with the knowledge of how to communicate, motivate and influence their behavior.

Developing and managing an active database has many benefits, but two of the most valuable are:

• Rewarding loyalty. In most cases, your your best customers account for the vast majority of consumption of your product. Rewarding their loyalty allows you to cement this relationship, communicate with them on a deeper level and insure that they never are lured by a competitor.
  Increasing loyalty. Your second most valuable consumers are those that are heavy users of the product you offer, but demonstrate a somewhat less pronounced preference for your brand. With enticement, communication and motivation, these consumers represent your potential for growing your market share.
• Think of your loyalty marketing efforts as an opportunity to communicate, incentivize and reward those individuals who are most likely to fuel your growth!

More Information: The History of Loyalty Marketing

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