If you build it, they will come

Born and raised in Atlanta, I’ve been a home team sports fan my entire life – Braves, Hawks, Falcons, even the new professional soccer team, Atlanta United. This year, our city is getting a state-of-the-art stadium for the Braves in SunTrust Park, an equally innovative new home for the Falcons and Atlanta United in Mercedes-Benz Stadium, and a newly renovated Phillips Arena for the Hawks. Talk about resetting an Atlanta sports fan's expectation!

Is "wantedness" something that marketers need?

We love it when research reinforces what we’ve been saying all along: it’s not enough for customers to be loyal to brands; brands must be loyal to customers. 

A recent study by Wunderman contends that there is a new measurement for customer engagement called “wantedness”, or as they define it, “the degree to which a brand provides their commitment to earning a customer’s business across every touch point and throughout the entire path to purchase.”

Loyalty Marketing in a Trumpian World

President Trump is having a significant impact on brand loyalty. Consider what we are seeing with Nike versus Under Armour. Uber versus Lyft. Nordstrom versus @realDonaldTrump (and @POTUS!). CEOs are declaring their support for, or opposition to, President Trump and his policies. In our always on, tweet-of-the-moment world, we are seeing brands and their leaders pick sides.

35+27+10 = 3.0

Today, loyalty marketing is at a crossroads.  Loyalty marketing is mainstream, with more than 3 billion loyalty program memberships, an average of nearly 30 per household, up from 24 two years ago. Yet, at the same time, there has been a 20% decline in memberships among the global affluent. This audience is disengaging from loyalty programs and it is plainly due to a lack of relevance (to members) and a corresponding lack of differentiation among the offerings.

rD #tbt: There's a shift from globalization to personalization in marketing

Is it possible for something to be a throwback and a prediction? If it is, today’s #rDtbt fits perfectly. A year ago, we wrote about how personalized marketing is so much more than transactional data and today we feel brands are set up to do some really transformative things in regards to personalized marketing. With that in mind, enjoy today’s #rDtbt, because the future is right around the corner.

The Opportunities and Challenges of Relationship Marketing in the Hospitality Industry

Having worked in the hospitality industry over the last 10 years, I’ve been lucky to have stayed in some wonderful hotels − from Ritz Carlton to Four Seasons to Kimpton. As expected, the level of service at each of these hotels has been great – some more extraordinary than others – but, there’s one thing that rings true across each experience: the connection with the on-site team and, ultimately my connection with the brand, ends once I leave the property.

It's time to face the truth: Discounts do not drive loyalty. Customer experience does.

Quick question:  What are NOT drivers of customer loyalty?

Answer:  Discounts, rebates, BOGO offers – even free burritos. 

These may appear to be effective business strategies to generate and grow sales, but consider these insights before going down that road.  Because, in actuality, discounting is death to a brand and, over time, proves that these are not drivers to building customer loyalty.

rD #tbt: Wearable Technology Will Be Explored Further as a Means of Expanding Customer Experience

Welcome back for another rD #tbt. Here at rDialogue we love technology that makes our lives easier and more stylish which is why we love wearables and what they can do for us. Many of us were tracking our mileage and earning fuel points with the Nike Fuel Band when it came out in 2012. Today we’re still managing our lives from our wrists (and we’re really excited for the Apple Watch 2). Take a walk down memory lane with us; and don’t forget to track your steps.