bthrub leadership summit october 4-6, 2015 · •roundtable discussions •case study on activation...
TRANSCRIPT
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BthruB Leadership SummitOctober 4-6, 2015
October 4-6, 2015
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Opening Remarks
Mark Herbert
President
The ISI Group of Companies
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BthruB Leadership SummitOctober 4-6, 2015
Yesterday’s Key Concepts• Industry Trends
• Leveraging Research
• What is the ROI Methodology
• How to begin your ROI Action Plan
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BthruB Leadership SummitOctober 4-6, 2015
Today’s Agenda• Client Presentations
• Roundtable Discussions
• Case Study on Activation Campaigns
• Technology Update
– 2015 Road Map & Actual Development
– 2016 Road Map
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Client Presentation
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BthruB Leadership SummitOctober 4-6, 2015
2014 Engagement
Status # % DescriptionActive 565 4% completely credentialed + more than 100k points in account
Inactive 2296 17% credit hold in TrendInvited 8960 65% set up; but not credentialed to have website access
Suspended 1859 14% less than 100k in account
Total 13,680
Current Points Unredeemed 2014 YTD Points Redeemed Redemption
Rate
642,358,596 225,773,350 25.9%
• Held by 2,104 Participants• Average Unredeemed 305,304
• 380 Participants• 918 Orders• Average Point Redemption 245,940
Engagement = Log-in + Rewards Activity
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BthruB Leadership SummitOctober 4-6, 2015
Mission: Impossible?• Primary audience: multi-generational small business
owners, primarily male, +50, seasoned and pragmatic in business, survived housing crash
• Client had previously provided them a “personal shopper”
• Earned points without ever signing up for program, sales rep and program manager told them what the cash value was for the points
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BthruB Leadership SummitOctober 4-6, 2015
Old program
Select supplier participation (79)
Points awarded on select suppliers based on formula
Minimum purchase requirements
GBPD - $8,000
Guardian Fiberglass -- $3,000
Minimum balance of 100,000 points to redeem
Consecutive 3 month minimum purchase or points are null/ void
Re-launch/ New Program
Additional supplier participation
Determine baseline/ tier supplier point values (2 points = $1 in sales)
No minimum purchase
No minimum balance required to redeem
Points expire after 18 months
Participants have a customer # and a different Plus account #
All customers auto enrolled into program & automatically accrue points
Month end all points are removed, site closed, and then new point balances are reloaded
(Customer # + Ship To #) = Plus Point #
All customers must activate new account to earn points
Points have a running statement showing what was accrued and redeemed
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BthruB Leadership SummitOctober 4-6, 2015
Direct Mail example
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BthruB Leadership SummitOctober 4-6, 2015
Recommended Supplier Participation LevelsSponsor Benefits: Platinum Gold Silver
Listing on the participating Sponsor Page X X X
Survey, Training/Quizzes, Emails 4/yr 2/yr 1/yr
Rotating Banner Advertising on program home page (one month) 4/yr 2/yr
Product Highlight Page X
Co-branding with logo on program log-in page X
Marketing/ Advertising Fee $7,500 $5,000 $3,500
Increase in package cost as a % of sales (not to exceed 0.50%) 0.25% 0.25% 0.25%Client Match 0.50% 0.50% 0.50%* Benchmark sales lift for participating suppliers is 40%
Why a Loyalty Program?- An effective incentive program increases sales of products by up to 40%- Partners reported incentives account for as much as 14 – 18% total revenue- Drive sales, gather customer insight, build loyalty and market directly to dealers
How will we make it effective?- Vendor content support- Engaging Client sales team, customers, and end users- Creating a constant feedback loop amongst audiences
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BthruB Leadership SummitOctober 4-6, 2015
NEW PLUS Point Program Stats
• As of March 31st the active participants almost doubled the number from the previous program that was 6+ years old
• The re-launch and clean up resulted in a $1.24 million reduction in Client’s liability
Old program
Active Participants – 565
Auto enrolled – 13,115
2014 Aug YTD Redemptions – 657
by 302 participants
Re-launch/ New Program
Active Participants – 1,031
2015 Aug YTD Redemptions – 477
by 238 participants
Key Takeaway: • Customer MUST enroll in program to earn points• Deadline to “roll-over” points from the old program was March 31st
• No exceptions considered due to financial books being closed on 2014
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BthruB Leadership SummitOctober 4-6, 2015
Q&A
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BthruB Leadership SummitOctober 4-6, 2015
Roundtable Discussion
Does your program need a makeover?How can you Turbocharge your
program?
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How Good is your Data?
Katie Harton
Marketing Project Manager
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How Good is your Data?
Katie Harton
Marketing Project Manager
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BthruB Leadership SummitOctober 4-6, 2015
Situation• High # of Invitees
• Invitees with point liability
• Need to get them Engaged
• Unknown data quality
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BthruB Leadership SummitOctober 4-6, 2015
The Activation Campaign!
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BthruB Leadership SummitOctober 4-6, 2015
Solution• Create an Activation Campaign with 3 Steps
– Personalized Postcard Mailing
– Personalized Phone Calls
– Personalized Emails
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BthruB Leadership SummitOctober 4-6, 2015
Mailing
0
2000
4000
6000
80006,133
3,512 3,174
Potential Actionable Completed
57% 90%
Overall 48.25%
Missing or Bad
Data
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BthruB Leadership SummitOctober 4-6, 2015
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BthruB Leadership SummitOctober 4-6, 2015
Calls
0
200
400
600
800
710
492
276
Potential Actionable Completed
69% 56%
Overall 61.1%
Missing or
Bad Data
of the 216 left,
over HALF were
wrong numbers
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BthruB Leadership SummitOctober 4-6, 2015
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BthruB Leadership SummitOctober 4-6, 2015
Emails
0
2000
4000
6000
5,851
4,0273,472
Potential Actionable Completed
69% 86%
Overall
40.6%
Missing or
Bad Data 493 opened(14%)
79 Clicks(2.3%)
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BthruB Leadership SummitOctober 4-6, 2015
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BthruB Leadership SummitOctober 4-6, 2015
Activation Results Timeline
0
100
200
170148
38
July 27th – September 19th
Period 1 Period 2 Period 3
356
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BthruB Leadership SummitOctober 4-6, 2015
Follow Up• Track the 356 people to see engagement
results over 12 months
– Total Points Awarded and Frequency
– Total Points Redeemed and Frequency
– Calculate ROI of Campaign
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BthruB Leadership SummitOctober 4-6, 2015
Stay Tuned• Activation control group results
• Redemption campaign and results
• Connect with us to view results:Linkedin
– The ISI Group's Leadership Forum (http://bit.ly/1OM9z0h)
Facebook– Incentive Solutions Inc. (facebook.com/incentivesolutionsinc)
Twitter– @incentive_sols (twitter.com/Incentive_Sols)
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BthruB Leadership SummitOctober 4-6, 2015
Q&A
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BthruB Leadership SummitOctober 4-6, 2015
Roundtable Discussion
How do you collect your invitation data?How do you scrub the data?
What other data do you collect?
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BthruB Leadership SummitOctober 4-6, 2015
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09000 5 87654321541 04 98765432103 9876543210987654321021 987654321098765432100Hours Minutes Seconds
Coffee Break
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October 4-6, 2015
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Client Presentation
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BthruB Leadership SummitOctober 4-6, 2015
Program Objectives• Provide a long term trade loyalty program for the
company
• Target audience is small trade contractor
• Move customers to FOL platform as lower cost to serve
• Provide strong incentives for trade customers to engage in and transact online
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BthruB Leadership SummitOctober 4-6, 2015
What was their program?• Customer loyalty program
for our professional trade contractors
• Exists within the Client’s Online channel
CONSISTS OF:
• Business Benefits– launched August 2011
• Score Points Online– launched August 2012
• Bonus Point Promotions– launched August 2013
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BthruB Leadership SummitOctober 4-6, 2015
Score Points Online• Customer points program for Client’s Online customers• When buying online, receive points for every purchase
– Receive 1,500 bonus points for signing up– Receive 1 point for every $1 spent on products ordered– Receive bonus points for specially featured products– Points never expire
• Redeem points for a wide variety of valuable merchandise, event tickets, and trips
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BthruB Leadership SummitOctober 4-6, 2015
Bonus Point Promotions• Specific products are eligible
for bonus points when purchased on Client’s Online by registered Program members
• Bonus points will lead to customers being able to redeem their points for great merchandise faster, incentivizing them to buy products that are part of these special promotions
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BthruB Leadership SummitOctober 4-6, 2015
Marketing Strategy• Fully integrated campaign that consists of:
– Celebrity Spokesperson– Print Advertising– Counter POP– Digital Signage– Online Advertising– National Radio– Email Marketing
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BthruB Leadership SummitOctober 4-6, 2015
Email Marketing• Customer Survey• Business Benefits• Bonus Point Promotions• Monthly E-Statements• Donating Points• Recruitment Campaign• Anniversary Campaign• Welcome Campaign
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BthruB Leadership SummitOctober 4-6, 2015
Customer Survey• Email survey conducted in June
2014 over 10-day period• Ten questions were asked such as
– customer satisfaction with the program
– the influence of the program on spending habits
– the way in which the Ferguson customer loyalty program compares to those of our competitors
• Members earned 5,000 Quick Points for completing survey
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BthruB Leadership SummitOctober 4-6, 2015
Results
FY13 FY14 FY15
Total # Ordering Customers 61% 72% 73%
Total # Processed Orders 72% 86% 93%
Total $ Invoiced Sales 65% 87% 90%
Total # Self Service Events 51% 67% 71%
FY13 FY14 FY15
Total # Program Members 7,844 11,653 14,788
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BthruB Leadership SummitOctober 4-6, 2015
Q&A
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BthruB Leadership SummitOctober 4-6, 2015
Roundtable Discussion
How can you enhance your communications campaigns?
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Technology Update
Mark Herbert
President, The ISI Group
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Technology Update
Mark Herbert
President, The ISI Group
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BthruB Leadership SummitOctober 4-6, 2015
2015 Technology Road Map• Gamification
– Enrollments
– Token system
– Badges
• More Mobile Features
• Email Analytics
• Quick Poll Widget
• Leaderboard Automation
• Responsive Templates
• Website Analytics (integration with Google Analytics)
• Performance Tracking Updates
– Promotion Bonuses
– Verification module
• Added redemption items
Mobile Only
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BthruB Leadership SummitOctober 4-6, 2015
Additional New Features• Gamification
– Daily Trivia
• Learn & Earn Mobilization
• Engagement History Report
• Ability to send text messages & set preferred communication method
• Point Award Classes
• Birthday and Milestone Automation
• Auto Complete Lookups (Claims and Enrollment)
• Client requested custom work
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BthruB Leadership SummitOctober 4-6, 2015
Draft 2016 Road Map• Communications Module
– Email Analytic Reporting including deliverability and open rates
– Preferred communication method per message type
• Responsive Templates
• Reporting and Admin Dashboard updates
• Profile Completion
• Automated email validation
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BthruB Leadership SummitOctober 4-6, 2015
What additional tools do you need?
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BthruB Leadership SummitOctober 4-6, 2015
Summit Mission Statement• Determine what is optimal ROI, how to measure and
react to it.
• Leveraging data so that it is no longer an impediment but an asset to maximize ROI.
• Explore how 2-way communication in a changing work force promotes long term, sustainable, predictable ROI.
• Share common pain points, objectives, and solutions as a group.
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BthruB Leadership SummitOctober 4-6, 2015
Program Wrap Up• The ISI Group's Leadership Forum (LinkedIn)
• Program Survey
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BthruB Leadership SummitOctober 4-6, 2015
October 4-6, 2015