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Building Customer Loyalty Structured marketing efforts that reward and encourage loyal buying behavior and an ongoing customer/business relationship. Successful loyalty programs encourage the consumer to buy frequently and to concentrate most of their related purchases on that brand.
Attracting New Customers Total Wellness: Yoga/Ski Workshops - Senior social groups - Snowshoeing Cross Training Athletes: Sponsorships/member benefits USACycling REI EMPLOYEES USA Triathlon, event sponsor Active Outdoor Families/Patagonia Parents: Nursery School/Pre-school offers. Family snowshoe Tours Interpretive Tours – Parents of kids – 2 week trial Women: Woman’s Learn to ski, Workout Groups, Gyms, Crossfit PICK ONE OR TWO - NAIL IT what did you pick?
FREE? YES. Free Trials Netflix, Constant Contact, Costco, Direct sampling value$$ Free Lessons James Chung: Think about re-structuring lesson programs. XC skiing has high barriers for engagement. Very small segment of population hooked on the sport. Get them into lessons. “If you don’t get a man to a point where he is in a skate lesson, he will never be an engaged participant”. The only path to seeing more active participation in the sport. Massive female squew for future participants. Little male future increase without skate lesson participation. Advantage: Tendency to be loyal to the place where learned.
Loyalty/Affinity Programs Examples: Airlines Credit Cards Supermarkets Hotels Car Rental PSIA REI Average 15 per household U. S. Safeway -Best Western-Gas Station-7 th Mountain. Examples: Sleigh Society Ticket Packs Frequent Glider Cookies NS Vertical Plus Kilometer Club Multi-day pass Café Cards PH Comps SV 5 for 4 Wax Card Lesson Packs Pre-season price incentives (SV: 40% non-use) Reciprocal arrangements – restaurants, shops, lodging partnerships CCSAA “Public” Member. $1. 00 off trail pass at member areas. Free Lesson at Member area. Email lists, blog, regional/national/state promotions.