WTCA- Loyalty/Affinity Program Discussion
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Transcript of WTCA- Loyalty/Affinity Program Discussion
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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
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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
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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?
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Thank You!! Any Questions?
Natalie Rideau
Manager of Certification & Programs
World Trade Centers Association
420 Lexington Ave., Suite 518
New York, NY 10170 USA
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