Bing.com has done a great job trying to attract new customers by developing ads and placing

them in media to reach new prospects.

Potentials - conceivably have an interest in buying the company’s product or service but may not have the means or intention to buy

Prospects - people with the motivation, ability and opportunity to make a purchase

Clients - people whom the company gives very special and knowledgeable treatment

Members – belong to a program that offers benefits to customers to join

Advocates - customers who enthusiastically recommend the company and its products and services to others

Because Bing is interested in retaining customers once obtained, it has created and implemented a customer loyalty rewards program.

Last Wednesday, Bing launched a preview of their new loyalty program, dubbed Bing Rewards. The program offers redeemable credits to people for conducting searches. The program rewards users for what they are already doing online - searching, exploring and discovering.

Download the Bing Bar (www.bing.com/rewards) Sign in with Windows Live ID (registration is free) Complete the registration process

Start earning credits by: Using Bing for searches Setting browser search defaults to Bing Trying new Bing features

Redeem credits in site Redemption Center

Two types of Customer Loyalty Programs: Frequency Programs – designed to provide rewards

to customers who buy frequently and in substantial amounts

Ex: Grocery store discount cards, frequent traveler programs

Club Membership Programs - can be open to everyone who purchases a product or service, or can be limited to a small group. A membership fee and certain conditions are usually involved, so these programs might only appeal to certain people.

Ex: Costco, Harley-Davidson

Only search engine that is currently offering a rewards program to users

FPs are typically very successful for the first company in a specific industry to utilize them

FPs can become financially burdensome after a long period of time, therefore, Bing is limiting its rewards program to one year.

The program expires 9/30/11. This will allow Bing to analyze the results and determine the success of the program without breaking the bank.

Bing Rewards Preview 1-Year Test Run Replacing Bing Cashback, which expired in

July 2010

Bing currently has a market share of 13.9%, a growth of 30% over the past year, according to Nielson. Further increase in market share and overall

success of program is TBD