Sales & Marketing Management - January/February 2008 - (Page 24)
Brand Loyalty ery m ev s ro rs f appy i me custo world h k ) tas ping he al kee of t cruci r t corne ting (bu n a dau he business world truly has become a global marketplace over the past 10 years. Brands in all verticals have opportunities to expand their customer base just by tapping into new geographic markets. But today’s hotly debated item is not brand opportunity but brand loyalty. Can a brand inspire loyalty from customers in China, India, France and the United States with a single program? The answer comes in many languages, all translating into a declarative “yes.” Brand loyalty programs can create stronger relationships with a company’s most valuable customers in competitive new markets. One of the best examples of executing this kind of program can be found in an industry near and dear to the hearts of nearly every sales and marketing executive—the travel industry. Many hotel chains operate several brands under a global umbrella. No surprise there to anyone who has stayed at a Regent and a Radisson on the same trip T (Carlson Hotels) or a W and a Sheraton (Starwood). But if not managed properly, the result can be an inconsistent pattern of traditional marketing metrics and an inconsistent customer experience. Even with the variety inherent to different brands, hotel chains can address the inconsistencies that many travelers face. For example, how does an executive who travels internationally earn points that accrue to a meaningful level if he has to stay in different www.salesandmarketing.com www.salesandmarketingmanagement.com 24 SALES &MARKETING MANAGEMENT JANUARY/FEBRUARY 2008
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Table of Contents for the Digital Edition of Sales & Marketing Management - January/February 2008
Sales & Marketing Management - January/February 2008
Contents
Editor's Letter
Brian Tracy University
Sales
Marketing
Management
Cover Story: Everything Happens in Vegas
Boosting Your Brain
Loyalty Goes Global
Swell Your Sales
Training
Technology
Incentives/Motivation
Travel/Meetings
Excerpt
The Way I See It
Sales & Marketing Management - January/February 2008
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