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Incentives and Relationship Marketing

Incentives and Relationship Marketing
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Articles: 1, 2, 3, 4, 5

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Fidelizacion y experiencias
2007-10-15 08:09:00
Como ya he comentado en diversos post y en un capitulo de mi libro, existe una creciente tendencia a ofrecer en los programas de fidelizacion nuevas tipologias de premios, experiencias unicas, irrepetibles, que supongan una vinculacion cada vez mas fuerte entre el socio y la marca creadora del programa. Me llegan dos noticias (via COLLOQUY y Promotions & Incentives), que ahondan en ello:1. El afamado programa STARWOOD Preferred Guest, que ya contaba en USA con su linea de experiencias Moments, se expende a Asia-Pacifico. Esta seccion de su programa consiste en la posibilidad de participar en subastas de experiencias UNICAS, como cenar con un famoso, asistir a la premiere de una pelicula y desfilar por la alfombra roja, ir como un VIP a un concierto de Justin Timberlake,... realmente se puede afirmar que es algo que NUNCA podrias realizar por ti mismo...2. Como no, TESCO Clubcard anuncia el lanzamiento de una oferta de cupones, que llegaran en sus socios en el extracto de su cuen...
More About: Deli , Erie

Mi libro sobre Marketing Relacional YA A LA VENTA
2007-10-09 15:59:00
Ya puede comprarse online en La Casa del Libro mi libro: MARKETING RELACIONAL: Cree un plan de incentivos eficazEspero que os guste.Tambien puede comprarse en las tiendas Crisol. (ver listado tiendas)Ire informando si otras librerias posibilitan la compra online.Technorati Tags: marketing relacional, libro, enrique burgos
More About: Marketing

TESCO: Fidelizacion con exito
2007-10-09 07:48:00
Recientemente he asistido a un interesante evento en Londres, centrado en la fidelizacion, Loyalty World 07. Al evento en si, quiero dedicarle un post indepente que espero publicar en proximas fechas, ya que lo merece.En estas conferencias tuve la oportunidad de conocer a Andrew Mann, Director de Marketing de TESCO (supermercados), que posee uno de los programas de fidelizacion mas exitosos de Europa y probablemente del mundo, TESCO Clubcard, con mas de 20 millones de socios.Andrew es un tipo muy claro y divertido, su presentacion fue una de las mas comentadas y aplaudidas, por lo distendida y productiva que fue. Quiero destacar 5 puntos que me hicieron pensar:La mision de su programa: "Crear valor para nuestros clientes y asi ganarnos su fidelidad". Simple, pero no es facil...Datos, datos, datos para asi comprender a cada cliente y desarrollar acciones que le fidelicen. Esa fuente de la sabiduria...los datos...Puntos Verdes: Cada bolsa de la compra que reutilices = 1 punto verde TE...
More About: Tesco , Deli

BOX.net: Disco duro online
2007-10-08 12:10:00
Gracias a Oscar Bilbao de la agencia Herederos de Rowan, he conocido una aplicacion que llevaba tiempo buscando: Box.net, la cual te permite tras darte de alta, colgar hasta 1Gb de archivos (sin coste!) y poder luego dar acceso a traves de un widget colgado en tu blog a todo el que quiera descargarse los archivos.Podeis verlo en la parte derecha del blog, y descargaros el primer capitulo de mi libro o mi CV en español e ingles.Dispone tambien de una utilidad de gestion compartida de carpetas privadas con grupos de trabajo. Muy util!!Technorati Tags: blogging, web 2.0, libro
More About: Online , Disco

Fidelizacion y el "share of wallet"
2007-10-08 07:51:00
El llamado "share of wallet" o "share of mind" ligado a programas de fidelizacion, se resume en las posibilidades de espacio, utilizacion, presencia de nuestra tarjeta/programa de fidelidad frente a todos los demas (independientemente de que sean competidores directos nuestros o no) a los que puede pertenecer nuestro publico objetivo.Segun el estudio "The 2007 COLLOQUY Loyalty Census", la media de pertenencia a clubs de fidelizacion en USA es de 12 por ciudadano. Este es un dato relevante, pero quizas lo es mas que el 60% de estos programas son olvidados o inutilizados por parte del cliente.Es decir, si queremos poner en marcha un programa de fidelizacion para nuestros mejores clientes, tenemos 2 retos, uno, luchar contra una saturacion importante de la "cartera de nuestros clientes" y dos, no convertirnos en ese programa en el que conseguimos que nuestro cliente se afilie, pero que no utiliza ...Yo mismo, soy miembro de mas de 15 clubs de fidelizacion, gasolineras (BP, CEPSA), hote...
More About: Share , Wallet , Deli

La increible expansion de FON
2007-10-07 21:59:00
Llevo varios meses siguiendo de cerca los movimientos de FON, tanto en su evolucion tecnológica, como en sus estrategias de partnership. Sin duda estas 2 ultimas semanas han marcado un punto de inflexion para esta compañia participada por Google, Skype o el fondo Sequoia Capital entre otros. Las dos grandes noticias han sido los acuerdos de integracion de FON en los routers de Neuf Cegetel de Francia (FrancoFON) y de BT (BTFon) en Reino Unido. Con ambos acuerdos, FON podría llegar a tener mas de 4 millones de puntos de acceso (hotspots).Creo que en breve ingresaré en la comunidad FON a través de la compra de una Fonera, aunque estoy dudando ante la llegada de WiMax, por lo que quizas espere nuevos desarrollos de hardware por parte de FON.Impresionante movimiento de Martin Varsavsky y su equipo...Mi mas sincera enhorabuena. Solo un reproche...creo que FON podría desarrollar mucho mas estrategias de marketing relacional, ya que tiene una red de miembros altamente tecnologicos, a los c...
More About: Expansion

Nace El Blog de Marketing Relacional y web 2.0 de Enrique Burgos
2007-10-05 13:42:00
Tras unos meses de publicacion en ingles de mi blog, he decidido retomarlo y relanzarlo con diversos cambios que creo lo haran mas dinamico, accesible e interesante:He comprado el dominio www.enriqueburgos.com y desde hoy ya se puede acceder al blog desde esa direccion.Mi buen amigo Bernar (del estupendo blog Videojuegos y Consolas) esta ayudandome a desarrollar un nuevo layout para el blog.Desde mi editorial, NETBIBLO, que comentan que la proxima semana llegará mi libro, "MARKETING RELACIONAL: Cree un programa de incentivos eficaz" a las librerias.Me gustaria comprometerme con los lectores a que pienso postear diariamente, pero lamentablemente, mis obligaciones profesionales y como padre, imagino que me lo haran dificil. Lo intentaré.Grandes cambios en poco tiempo...Technorati Tags: marketing relacional, libro, netbiblo, blogging
More About: Marketing , Blog , Burgos , Enrique

Changes = Cambios
2007-10-05 13:17:00
Today my blog will sufer a REVOLUTIONI will post from today in my own language, SPANISH. I'm terribly sorry from all my non-spanish visitors, but I think is the right decission.I have reserved my own name to use it as the blog name. www.enriqueburgos.comSince today anyone that goes to http://incentivesandrelationshipmarketing .blogspot.com will be automatically redirected to this new site.I hope to have a new blog design in few weeks. Thanks to my good friend Bernar from VideojuegosyConsolas.netI gave several copies of my book to selected friends and contacts and their gave me good opinions from it. Next week it will be on the library shelves. I'll keep you informed.Technorati Tags: marketing relacional, libro, netbiblo
More About: Chang , Chan

Triste adios a Carlos Llamas
2007-10-04 15:30:00
Lamentablemente, ha fallecido una de las voces que mas he escuchado los ultimos 15 años de mi vida. Carlo s Llamas, director del programa nocturno Hora 25 de la Cadena SER.Desde aqui mi mas sincero recuerdo para su figura.Technorati Tags: Carlos Llamas, Cadena Ser
More About: Triste , Lama , Adio

Marketing Table of Elements
2007-10-03 18:06:00
One of my readers, Tanya Ferrell, informed me about a very interesting tool developed by its company, Kolbrener. In this cool interactive table, you can find definitions about many marketing and advertising terms. Built by Kolbrener, corporate branding experts Technorati Tags: marketing, relationship marketing
More About: Marketing , Elements , Table , Element

etc spanish marketing blog
2007-10-01 14:56:00
My colleague Juan Luis Polo, from Territorio Creativo and its blog "etc El blog de marketing en Español" had published a post about my recent book.Thanks to Juan Luis for his kind comments.Technorati Tags: experience marketing, incentives, loyalty, marketing, relationship marketing, book, marketing relacional, Territorio Creativo
More About: Marketing , Blog , Spanish , Span , Nish

1st chapter PDF download
2007-10-01 08:20:00
Thanks to my editor, NETBIBLO you can now download the 1st cahapter of my book (in spanish), "MARKETING RELACIONAL: Cree un plan de incentivos eficaz".Download from herePost any comments...Technorati Tags: incentives, compensation, experience marketing, logistics, loyalty, marketing, measurement, motivation, relationship marketing, roi, rewards, sales force, book, marketing relacional, incentivos
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I'VE GOT IT!!
2007-09-28 08:17:00
It has takes to many months of work, but FINALLY, i've got my first book (RELATIONSHIP MARKETING: How to run succesful marketing plans) on my hands....U-N-B-E-L-I-E-V-A-B-L-E!!I would like to thank my wife, Belen for her constant support, all my family and friends, and of course to my editor Maria Martinez, from NETBIBLO, who helped me in this new worlf of publishing.I will be honored about any comments or suggestions about it.Technorati Tags: incentives, logistics, loyalty, marketing, motivation, multichannel, relationship marketing, rewards, roi, sales force, NETBIBLO, book, SEUR

iPhone early adopters $100 rebate
2007-09-07 07:47:00
This week many of this thousands of apple early adopters new gadget got very angry about the anouncement of a $200 discount on the 8Gb iPhone, many of them wrote to blogs, newspapers, apple...and at the end it's not so bad to be one of them....Yesterday Apple's CEO, Steve Jobs, has announced:"....we have decided to offer every iPhone customer who purchased an iPhone from either Apple or AT&T, and who is not receiving a rebate or any other consideration, a $100 store credit towards the purchase of any product at an Apple Retail Store or the Apple Online Store. Details are still being worked out and will be posted on Apple's website next week. Stay tuned. We want to do the right thing for our valued iPhone customers. We apologize for disappointing some of you, and we are doing our best to live up to your high expectations of Apple..."Link to the complete letterSo, you have your machine, and now $100 to buy those new gadgets announced on the last 5th September keynote of Stev...
More About: Iphone , Early , Adopt , Earl , Rebate

Cover from my Relationship Marketing Book
2007-09-06 21:31:00
I've just recieved the cover's image from my first book that will be published this September or October.I'm really happy, it was a hard work....I will inform about the publication date.
More About: Marketing , Relationship , Book , Cover

LinkedIn, and the power of social networks
2007-09-06 21:20:00
I have just posted again on September 6th at Sales and Marketing Management Soundoff Blog from ManageSmarter.com. This one is "LinkedIn, and the power of social networks" .In this short post I explain the incredible grow of my LinkedIn network in just few months, and how important are proffesional networking tools like this one.Open to comments...
More About: Social , Power , Social Networks , Networks , Linkedin

Loyalty World 2007
2007-08-24 10:42:00
I will assist next September 26th-27th to this annual event on relationship marketing and loyalty. I have readed several articles about this event time ago, but I never had the opportunity and time to go. Finally my company (SEUR) has inscribed me due to the great way Terrapinn (organizer) people convinced me about the importance of my assistance. Thay use a great multichannel relationship strategy to obtain attendants to the conference. I will explain all the steps:1. First of all I recieved a newsletter from Colloquy (great site about loyalty) where the conference was announced.2. I visited the Loyalty World Europe 2007 website and registered to download the programme.3. The same day I recieved a phone call from a Terrapinn Account Manager to explain me how interesting is this event and an earlier inscription discount offer.4. In the next two weeks, I recieve several emails and phone calls about the evolution of my conversations with my HR department and finally I've got the appr...

New article at ManageSmarter
2007-08-22 16:57:00
On August 15th I had published another article on ManageSmarter.com about the importance of merchandising for kids.You can find the article on this linkI wait for your comments.Technorati Tags: dhl, ups, fedex, seur, tnt, relationship marketing, loyalty
More About: Article , Esma , Artic , Ages

New article at ManageSmarter
2007-08-22 16:57:00
On August 15th I had published another article on Manage Smarter.com about the importance of merchandising for kids.You can find the article on this linkI wait for your comments.Technorati Tags: dhl, ups, fedex, seur, tnt, relationship marketing, loyalty
More About: Article , Esma , Artic , Ages

Firefox and Word of Mouth
2007-07-09 22:27:00
Why I changed my addiction to Microsoft Explorer to Mozilla Firefox ?Very simply, by an "influencer", Martin Varsavsky, the entepeneur, founder of FON, Ya.com,... who nowadays is probably one of the most outstanding bloggers in the web 2.0 world.I read a post published on it blog on March, and since this moment I get in love with Firefox, simple, faster and with lots of complements, like Foxmarks, Gspace, NewsFox, .... finally I forgot my last 10 years with Explorer with a modern, friendly and innovative tool.And just because a word of mouth marketing recomendation, of course by a guru, but just WOM. This new marketing field, well not so new, years, maybe decades ago, named recommendation or advise, but from this new century all these new ways to create, like the WOMMA (Word of Mouth Marketing Association) says "The act of consumers providing information to other consumers"Definitively, Word of Mouth is growing so fast as web 2.0, so, its absolutely essential that marketeers introduc...

Incentive Programs Measurement
2007-07-03 11:23:00
My good friend Paul Hebert has posted a very interesting article about this field, that many companies forget in the development and tracking of incentive campaigns.I want to extract from it:"....As an example: The company wants to increase sales. They determine their sales force has the most impact on that objective so they target their sales organization for an incentive program. They know that they have a high probability of sale if the sales people follow a specific process. However, they don't track those steps. They train and communicate the steps - they rely on sales management to reinforce those steps in their "huddle sessions" - but they don't officially track those steps. Therefore, when they announce the incentive program they use "sales" as the reward event. Those who sell, get the reward - all based on the assumption they are following the steps...."Link to the postTechnorati Tags: incentives, loyalty, motivation, relationship marketing, rewards, roi, sales force
More About: Programs , Grams , Gram

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