Data Driven ROI Archives - Page 69 of 342

Marketers Overlook “Buried Treasure” In Unredeemed Loyalty Points

Marketers issued $48 billion in loyalty currency, such as points and miles, during 2010. If patterns hold, customers will redeem only $32 billion of them.

Don’t count that $16 billion in breakage–unredeemed currency–as a win for marketers, however. Laying right alongside it in the till are missed opportunities to strengthen relationships with customers, as well as generate additional sales from them, as loyalty currency is rarely redeemed without additional purchases.

Data Driven ROI

Quick Response Codes Bring Diners Back To Fire + Ice

Some businesses can survive with a once-a-year customer visit pattern. Swimwear vendors and Christmas tree sellers come to mind.

Restaurants have a harder go of it.

“We were considered a destination restaurant,” says Rafael Barbosa, marketing manager for Fire + Ice, a small chain of grilled-at-your-table eateries. “Bachelorette parties, birthdays. We weren’t considered a restaurant you would go to every week, or twice a week.”

As it happened, even as little as twice a month would have been an improvement.

Acquisition

Missions, Leader Boards, News Feeds Style “Rio” Sweeps Site

Universal Studios “Make Your Way to Rio” sweepstakes site has been gamified, or populated with popular concepts taken directly from the world of gaming and applied to site features.

Acquisition

Kraft Talks Cheese, Communities and ROI

Kraft finds success in its “Tuesday Night Tickets” promotion with American Singles and Minor League Baseball, and building an online community around cream cheese.

Acquisition

Universal Studios Sells Tickets to “Fast Five” in Car Town

Film studios have been testing ways to best fit into the nexus between real-world marketing and promotion via social gaming. The key, of course, is for the film’s storyline to mesh with the theme of the social game. Universal Pictures film, Fast Five, has found that perfect fit with the Facebook-based social game Car Town.

Data Driven ROI

Marketers Ponder The Future of Credit and Debit Card Rewards

Now that the economy is seeing the other side of the recent recession, financial institutions are starting to wonder about the future of credit and debit card reward programs.

Several factors are converging to prompt this question. Customers remain stressed economically, while government regulations—including those on fees credit card companies charge retailers—are increasing. With the mortgage and foreclosure crisis still in full swing and consumers cutting up credit cards in favor of cash, banks are struggling to negotiate success as they rebuild their reputations and relationships with customers.

Because banks are under pressure, cutting the costs of reward programs is top of mind. Some of them treat loyalty efforts as costly burdens simply required to play in the space.

Acquisition

A Slice of Pizza, Topped with Adult Swim

Pizza Hut and the late-night television network, Adult Swim, can expect some pretty kooky video submissions, as entrants in the “Fan-Made Contest” are asked to play out their favorite pizza moments on video. Those videos are being submitted to Adultswim.com/fanmade with the favorite appearing in a customer commercial for Pizza Hut this summer. The winner also gets an all-expense paid trip to watch the spot be filmed.

Acquisition