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24. |
By Patricia Odell
 | A print ad American Airlines
is
using to tell U.S. Hispanics
about its frequent flyer
program,
AAdvantage. |
American Airlines has launched its largest initiative to date to
bring in new members to its loyalty program. It is focusing the effort
on U.S. Hispanics and playing up its service to Latin America.
“We want to make sure that Latinos in the U.S. understand the full
benefits of the AAdvantage program,” said Billy Sanez, director of
advertising, promotion and corporate communications for American
Airlines.
The program has about 62 million members and has been on a growth path
for years, he said. Sanez declined for competitive reasons to disclosed
the number of Hispanics in the program.
READ ARTICLE
As the summer travel season pushes gas prices higher,
Hyundai is adding fuel to its portfolio of Assurance auto price
promotions with a buyer’s guarantee that will lock in a gas price of
$1.49 a gallon for a full year on purchases or leases of selected models
between July 1, 2009 and August 31.
The program, Assurance Gas Lock, is available on all new Hyundais except
the Genesis sedan and coupe and the Accent GS. Buyers enroll by
registering a valid credit or check card at hyundai.pricelock.com. They then
receive a Hyundai Assurance-branded card they can use for future
fill-ups in the coming year.
READ ARTICLE
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Change Your Marketing Diet: Get Fat In 2009
You say you want marketing news and commentary? Well, you came to the
right place. The Big Fat Marketing Blog is updated daily by the editors
of Chief Marketer, Direct, Promo and Multichannel Merchant. Opinions? Oh
yeah, we got em'. Don't say we didn't warn ya' Learn
more |
By Patricia Odell
Kraft Foods and Sam’s Club are offering consumers a free
planner to help plan two weeks worth of meals.
The booklet is available only at Sam’s Club and online at www.SamsClub.com/Kraft. It
includes 15 easy-to-make recipes, time-saving tips and a shopping
list.
READ ARTICLE
A new version of a study tracking brand loyalty among
consumer packaged goods (CPG) finds that the average brand lost one
third of its most loyal U.S. consumers between 2007 and 2008.
The study, “Losing Loyalty: The Consumer Defection Dilemma,” from
the CMO Council and the Pointer Media Network (owned by Catalina
Marketing), found that for the average brand, 33% of its “high
loyal” customers actually defected completely between 2007 and 2008,
opting for another brand within the category.
READ ARTICLE
By Michael Schiff
Targeted loyalty programs, conducted by mass-market
retailers in collaboration with manufacturers, are no longer working as
well as they did. Why? Let’s take a closer look.
Most experts can recite the broadly accepted 20/80 rule that is the
backbone of any loyalty campaign: 20% of customers account for 80% of a
brand’s sales.
READ ARTICLE
IKEA: has deployed 18 Xen X5 customer loyalty-registration kiosks
in six of its Belgian stores. The kiosks offer customers the convenience
of signing up for the Ikea Family program in-store, and loyalty
customers benefit further by being the first to know of upcoming
promotions, sales and events via on-screen information targeted solely
at them.
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