Content’s Role in Loyalty Marketing — Paula Thomas // Let’s Talk Loyalty
- Part 1 Content’s Role in Loyalty Marketing — Paula Thomas // Let’s Talk Loyalty
- Part 2Web 3.0’s role in loyalty marketing — Paula Thomas // Let’s Talk Loyalty
Show Notes
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02:29Loyalty marketing in a postDuring global crises, loyalty programs become a brands most reliable asset to gain revenue and retain customers. So, its a busy time for loyal practitioners as they explore the power of paid loyalty programs.
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05:48Contents role in loyalty marketingThrough content, brands can create emotional loyalty with their customers. By incentivizing the consumption of content, brands can build relationships with customers and prospects.
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09:02The technology stack required to reward people for the consumption of your contentTech stacks are available depending on the industry and the channels that you want to incentivize. Providers like Epsilon and Capillary Technologies are able to build any proposition based on your needs.
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11:02NonOn its own, content is a driver of loyalty and it provides the opportunity for brands to engage in a loyalty program. Brands are also starting to recognize the value of advocacy and education.
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12:00How brands can establish a loyalty programDecide on the loyalty proposition by identifying what consumers care about within your brand and whats important to them. Then, you can develop the programs format and integrate the necessary technology.
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14:22Incentivizing new prospects to earn loyalty by consuming contentIdeally, you want your existing customers to go out and advocate for your brand to the people they know. Some loyalty programs provide existing members with rewards that have to be given to someone else.
Quotes
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"In the pandemic, loyalty programs became the single most reliable asset that airlines could leverage in order to raise debt and raise finance to get them through the pandemic." -Paula Thomas, Founder, Lets Talk Loyalty
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"I realized how valuable a loyalty program could be when I was told that Qantas, Australias airline, earned more revenue selling loyalty points than all of their international flights combined." -Paula Thomas, Founder, Lets Talk Loyalty
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"The top 10 airline loyalty programs in the United States were worth a combined value of over 110 billion as loyalty programs." -Paula Thomas, Founder, Lets Talk Loyalty
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"When you meet somebody who has either read a book you've written or listened to the podcast you produced, theres absolutely a relationship with those people that wouldn't be there otherwise." -Paula Thomas, Founder, Lets Talk Loyalty
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"I think content is an extremely powerful way to create what we call emotional loyalty." -Paula Thomas, Founder, Lets Talk Loyalty
- Part 1 Content’s Role in Loyalty Marketing — Paula Thomas // Let’s Talk Loyalty
- Part 2Web 3.0’s role in loyalty marketing — Paula Thomas // Let’s Talk Loyalty
Up Next:
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Part 1Content’s Role in Loyalty Marketing — Paula Thomas // Let’s Talk Loyalty
Paula Thomas, Founder of Let’s Talk Loyalty, dives into what customer loyalty looks like in a post-pandemic world. In today’s post-pandemic world, many brands are realizing that there aren’t as many customers out there, so they can’t afford to lose the ones they have. By incentivizing their content, they can build loyalty with existing customers, develop brand advocates, and leverage those advocates to attract new customers to the brand. Today, Paula discusses content's role in loyalty marketing.
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Part 2Web 3.0’s role in loyalty marketing — Paula Thomas // Let’s Talk Loyalty
Paula Thomas, Founder of Let’s Talk Loyalty, dives into what customer loyalty looks like in a post-pandemic world. Whether it’s Bitcoin or NFTs, Web3 technologies and solutions are getting attention from marketers and they’re finding creative ways to integrate them into their loyalty programs. While Web3 technologies aren’t expected to replace loyalty programs anytime soon, loyalty program owners need to start preparing for a future where people control and own their data. Today, Paula discusses Web3's role in loyalty marketing.
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