The new world of loyalty 102711

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


Utility (Mutual Usefulness)




Temporary/ based on circumstance





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


Seventh Generation


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


Pampers: A North Star

PLEASURE UTILITY


PLEASURE UTILITY


GOODNESS


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


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


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

Education

The new world of loyalty 102711