Date post: | 22-Nov-2014 |
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A New World of L yalty
MARY GILBERTSVP, DIRECTOR OF CRM
[email protected]@draftfcb.com
SAN FRANCISCO
A New Notion of Loyalty?
Friendships of Pleasure
Friendships of Utility
Friendships of Goodness
Aristotle: 350 B.C.
Pleasure (Entertainment)
Not All Friendships Are Enduring
Pleasure (Entertainment)
Utility (Mutual Usefulness)
Not All Friendships Are Enduring
Pleasure (Entertainment)
Utility (Mutual Usefulness)
Temporary/ based on circumstance
Not All Friendships Are Enduring
Not All Friendships Are Enduring
Pleasure (Entertainment)
Utility (Mutual Usefulness)
Goodness (Shared Values) Enduring
Temporary/ based on circumstance
Emerging Values
Pay attention to cause messaging
Projected 2011 Cause-Sponsorship Spending
65% $1.7B
TM
Dockers
GOODNESSPLEASURE UTILITY
Success: Core Dockers Target Tripled
Percentage above goal for active fans
Fan Base Demographic Transformation
33%
Elusive Enduring Friendships
Loyalty Programs/ Households
Active Memberships/ Households
18 8.4
Percent Share of U.S. Time Spent Online for Top Content Categories
More time on Social Networks, Less on Email
Seventh Generation
GOODNESSPLEASURE UTILITY
Seventh Generation
GOODNESSPLEASURE UTILITY
Seventh Generation
Highlights
2008: 50% overall sales
2009: 20% cleaning supplies
- Donate to the Seventh Generation Donation Fund
- Earn points towards Seventh Gen products & more
- Community around environmental sustainability
- Facebook Likes: 340,485
- Twitter Followers: 33,823
GOODNESSPLEASURE UTILITY
Pampers: A North Star
PLEASURE UTILITY
Pampers: A North Star
PLEASURE UTILITY
Pampers: A North Star
GOODNESS
Pampers: A North Star
Highlights
#1 diaper brand (BrandKeys 2011)
$19.35M brand value (#34) (Brand Z 2011)
- Active community built around joy of parenthood
- Brand taps into broader causes and actively supports them (Unicef)
- Earn points to donate or towards products & more
- Facebook Likes: 873,976
- Twitter Followers: 41,448
GOODNESSPLEASURE UTILITY
What Sort of Friendship Can You Have?
1. Loyalty programs are the gateway to enduring friendships
2. All three forms of friendship are valid paths for brands
3. The path you choose must be genuine
GOODNESSPLEASURE UTILITY
Create Enduring Friendships
“The wish for friendship develops rapidly, but friendship does not.”
- Aristotle
For More Information
LAURA MANESSVP, DIRECTOR OF BUSINESS DEVELOPMENT
w. 415.820.8196m. 415.990.4646@pinkbird_bizlaura.maness@draftfcb.cominstituteofdecisionmaking.com
SAN FRANCISCOAbout Us
FULLY-INTEGRATED MARKETING COMMUNICATIONS AGENCY
to operate against a single P&L
The world’s 1st global
EST. 1873
DRAFTFCB WEST COAST HQs: SAN FRANCISCO
- Wholly owned subsidiary of Interpublic Group (IPG)
- No way to separate creativity from accountability—the fusion of the two represent our timeless foundation
- Over 300 people across San Francisco, Seattle & LA
Office Locations
Part of 160 office network that spans 97 countries; 9,000+ professionals with a singular focus on consumer behavior.
Agency Services
Advertising
Account Management
Branding
Data Strategy/Analytics
Decision Science
Digital/Social/Mobile
Direct/CRM/Loyalty
Events/Sponsorship
Grassroots/Community Outreach
Integrated Production
Media Planning/Buying
Multicultural
Retail/Shopper Marketing
Strategic Planning
Consistently Top-Ranked by Industry Sources
ADVERTISING AGE#3 Top U.S. Agency from All Discipline
#4 Top World and U.S. CRM/Direct-Marketing Agency
#6 Top U.S. Digital Agency
#8 Top Consolidated Agency Network
#8 Top U.S. Advertising Agency
#13 Top U.S. Hispanic-American Agency
THE HUB#10 Top Shopper Marketing Agency
PROMO#1 Top Promotions Agency
A Passion For Challenger Brands
Building them into leadership brands is our specialty. We’ve made:anti-social gamers sing
loving moms scream
middle-management pants manly
dumb appliances smart
ancient sauces new
finicky pets salivate
old bells ring
everyday printing rewarding
…and more