Over the past few weeks our team has been racking up the frequent flyer miles as we crisscrossed the country to attend various tradeshows. We’ve been to San Francisco for the National Postal Forum and Orlando for the DRJ Spring World Conference. Luckily we’re members of frequent flyer loyalty programs, so there are additional rewards to our travels beyond the knowledge and networking we gained at these events. Actually, customer loyalty programs are the subject of this article, as Maggie Stack, account executive, and I were also in Orlando last week to attend the 2013 Loyalty Expo. We wanted to provide a brief review of this important event and touch on topics that will impact the use of direct mail to power loyalty programs in 2013 and beyond.
If you haven’t been to the Loyalty Expo in the past, it’s a great consortium and a marketing who’s-who all focused on finding solutions that drive customer loyalty. I was pleasantly surprised by the atmosphere at the event. It was a very comfortable environment, and attendees were engaged and actively seeking conversation. It wasn’t your typical show where attendees cruise down the aisles hoping to avoid eye contact so they aren’t stalked by every exhibitor they happen to lock eyes with. Those that stopped by our booth were invariably looking for creative and innovative ideas to make their direct mail packages stand out and capture customers’ attention. They understood that the best offer in the world is useless if they can’t entice the recipient to open the package. That allowed us to talk about our Creative Services team and how our creative designs inspire action. If you’re looking for a little inspiration for getting your envelope opened, Mike Dietz recently provided 5 Tips For Making Your Direct Mail Designs Stand Out.
The biggest takeaway we got from the show was that loyalty points are becoming less rewarding. Marketers are searching for new ways to drive loyalty through customer experience and relevant rewards. The other key insight was that despite a bevy of digital options available to businesses and consumers, paper-based communication is still the reigning channel. Consumers prefer it because it’s more tangible and increasingly interactive – and marketers rely on it because it’s measurable.
If you haven’t attended the Loyalty Expo in the past, I’d encourage you to think about it for 2014. For us, there’s nothing to think about. Our loyalty lies with the show, and we’ll be back next year.
Subscribe via email to our Stevie® and Feedspot award-winning blog and get a fresh post delivered weekly to your inbox. We promise to keep it interesting, but you can easily unsubscribe if we don’t.