wtca- loyalty/affinity program discussion

Leveraging Our Collective Buying Power to Boost Brand Loyalty

PROSPERITY THROUGH TRADE

Presented by:Natalie Rideau, Manager of Certification & Programs

WTCA

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Loyalty/Affinity Program Discussion

AGENDA

• What is a loyalty/affinity program?

• Examples of current WTC loyalty/affinity program initiatives

• Loyalty/affinity program brainstorm session

Loyalty

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What is a loyalty or affinity program?

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Brief Overview

Loyalty/Affinity program -

Marketing program designed to enhance brand loyalty by

cultivating an ongoing relationship between a marketer and

his customer often through the use of incentives or other

rewards. May also fall under the title of “Corporate

Partnerships”

Examples of benefits include:

% off price of good or service

Royalties to the participating organization

Cash back

Points

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BUSINESS SERVICES

TRAVEL & HOSPITALITY

LEISURE INFORMATION & EDUCATION

Shipping/logistics Club Network Health & Fitness Foreign Language Instruction

Office Supplies Hotel Group Golf Journals/Magazines

Trade Data Rental Car Online Subscriptions

Fuel Discounts Airline Alliance Seminars/Webinars

Technol/Computers Cruise Line Country Reports

Technol/Telecom Travel Insurance

Insurance

Payroll

Legal

Accounting

Awards & Promotional Items

Loyalty/Affinity Program Key Success Factors

1. Mission-driven

2. Offer a product or service not readily available

elsewhere

3. Customized to meet members needs

4. Offers clear-cut price advantage and significant value-

added for member

5. Sufficiently vetted vendors

6. ROI is in line with time and money spent

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CHALLENGE! No One-Size-Fits-All!

•Regional differences

•Cultural differences

•Local corporate

relationships often prove

more beneficial

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Examples of Current WTC Loyalty/Affinity Program Initiatives

• Fed Ex – WTC San Diego

• Global Traveler Magazine – WTC Philadelphia

• Accor Favorite Guest Corporate Program –

French WTCs

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Discounts on international and

domestic shipping

Discounts at FedEx Office

1% Royalties for participating

WTCs

Co-branded marketing

FedEx Alliance Management

Engine (FAME)

Customer savings and revenue

reports

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Background

Affiliated with WTC Greater Philadelphia over 9 years

Publisher: FXExpress Publications

Distribution: National (U.S.)

Circulation: > 100,000

Frequency: Monthly

Focus: Business Traveler

Subscription Rate: $42/year

www.globaltraveler.com

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WTCGP Program WTCGP Program: $12.50/year

WTCGP purchases GT for their

members and offers it as a benefit of

membership

Special sticker on the cover identifying

as “A Benefit of WTC Greater Philadelphia

Membership”

“One-on-One” interview with Linda

Conlin, WTCGP Executive Director

Program sponsorship

WTCA Potential ProgramSame as WTCGP Program but with

additional enhancements

WTC Member profiles

Offer eFlyer GT’s weekly e-newsletter free to

all global members

Annual contest for WTC members with

follow-up coverage in GT

Article on WTC member success through

WTC affiliation

Invitations to GT events

Separate URL for individual subscriptions

(when WTC does not purchase for its

members)

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Accor Favorite Guest Corporate

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Loyalty/Affinity Program Brainstorm Session

What kinds of programs would be most valuable to

you and your members?

Does your WTC currently have a loyalty/affinity

program which you could refer to the WTCA for the

benefit of other WTCs?

Thank You!! Any Questions?

Natalie Rideau

Manager of Certification & Programs

World Trade Centers Association

420 Lexington Ave., Suite 518

New York, NY 10170 USA

nrideau@wtca.org

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