9:00am |
General Session
HILTON HONORS LOYAL TRAVELERS WITH A GLOBAL REWARDS PROGRAM Hilton wanted to change the way their members viewed their loyalty program. The recently rebranded loyalty program, Hilton HHonors, is shifting the conversation from earning points to creating memories. Hilton wants the program to create a more emotional and experiential side of travelling. Find out how rebranding the loyalty program and honoring customers for both air-travel and hotel has led to increased customer engagement and loyalty among travelers.Â
Jill Mohel Director of Marketing Hilton Worldwide ______________________________________
TARGET DELIVERS CUSTOMER ENGAGEMENT BEYOND JUST CLICKS Mobile is hot, it's everywhere, and the industry is abuzz with all its possibilities. In many campaigns today, mobile shows up on the plan but its focus has mostly centered on placement vs. engagement. According to ComScore, 234 million Americans older than the age of 13 are using mobile devices today. What advertiser wouldn't want to tap into the engagement potential of this highly targeted audience? Find out how Target's recent success with a new approach to mobile advertising is delivering breakthrough customer engagement beyond "just clicks."
Barbara Hagen Marketing Director Target Corporation
Rob Friedlander Co-Founder and Vice President, Business Development Phluant, Inc. ______________________________________
SOUTHWEST AIRLINES USES PROACTIVE CUSTOMER SERVICE TO ENGAGE WITH CONSUMERS To help build customer loyalty, Southwest Airlines continually improves their overall customer service experience. To do this, Southwest Airlines has tapped into Twitter, Facebook, and created a corporate blog-allowing the company to have a direct conversation with their customers in real-time. Find out how social media channels combined with proactive customer service initiatives have helped Southwest Airlines to engage with customers and build loyalty.
Alice Wilson Associate Manager, Social Marketing Southwest Airlines
Dana Williams Director of Marketing, Communications, and Brand Integration Southwest Airlines ______________________________________
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1:30pm |
General Session cont.
COCA-COLA REINVENTS ITS REWARD PROGRAM THROUGH SOCIAL AND MOBILE CONNECTIONS MyCokeRewards is one of the largest online loyalty programs in the consumer packaged goods industry with over 17 million members and 4 million unique visitors every month. To participate in the program, members enter codes from 15 Coca-Cola brands to earn points. Points can then be spent on partner rewards, members-only sweepstakes, instant wins, charitable donations, schools, and more. However, like any evergreen loyalty program, keeping members active and continually engaged can be a challenge. Social and mobile channels have become increasingly important, and MyCokeRewards has customized its program to cater to members. Find out how MyCokeRewards reinvented itself to increase member engagement and keep its base active, making the past year its most successful yet.Â
Julie Bowerman Group Director, Digital Platforms Coca-Cola North America
Geoff Miller Vice President, Interactive Strategy Director The Marketing Store _______________________________________
DISCOVER LISTENS TO CARD-MEMBERS TO FIND THE KEY TO CUSTOMER LOYALTY For the fifteenth consecutive year independent research firm, Brand Keys, Inc., found that Discover is the leader in customer brand loyalty for the credit card sector. Brand loyalty is important to Discover, the company has a core focus on continually delivering new ways for customers to be rewarded, giving them added value on their purchases and making it easier to redeem rewards. Find out how Discover listens to their card-members and delivers a great customer experience via multiple touch points including social media, relevant offers, customer benefits, and loyalty programs.
Larisa Drake Vice President, Marketing Discover Financial Services
Jennifer Murillo Vice President, Brand Communications Discover Financial Services _______________________________________
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