Mis links de la semana n6

19 octubre 2008 - Publicado por Jorge Arévalo

Un resumen de cosas interesantes leídas esta semana en los blogs:

– 4 Estrategias en Loyalty Marketing de Enrique Burgos
– Ideas para hacer banners más eficaces de 

Y un momento musical para el domingo: Diana Krall, jazz en estado puro



4 respuestas to “Mis links de la semana n6”

  1. Jennifer Dlugozima dice:

    First, forgive me for writing in English, it’s a lot quicker than writing in Spanish.

    I liked the article, “4 Estrategias en Loyalty Marketing.” It made some good points. However, I would like to add that companies should be very careful about initiating loyalty programs – like points, miles, bonus minutes for cell phones – primarily because there is no good exit strategy.

    If you decide to discontinue the program, (because it’s too expensive or too difficult, or for whatever reason ) then you are essentially telling some of your oldest, or most profitable customers that you no longer value them. And, that message is likely to cause some customers to leave you. So, you need to recognize that once you start a loyalty program, you should carry it for the long-term.

    Nonetheless, there are some industries that have to have loyalty programs in order to compete. And, the cost of the program is part of the business plan. 🙂

    (About a year ago, I wrote a post about this in my blog, and I compared loyalty programs to tattoos, because it’s something you’ll have forever).

  2. Jorge Arévalo dice:

    @Jennifer Dlugozima: Hola Jennifer. Coincido en que los programas de fidelización deben ser desarrollados a medio / largo plazo.

    No tanto con que sean caros. Se puede fidelizar a clientes con fórmulas alternativas a los puntos, regalos, etc. Obviamente depende también del tamaño de la empresa.

    Las empresas pequeñas suelen huir de la fidelización porque lo ven como algo que sólo pueden hacer las grandes empresas, cosa que no veo cierta.

    Me encanta el punto 3 que cita Enrique sobre el engagement; el zenit de la fidelización, cuando tu cliente no sólo te compra sino que también te recomienda y “evangeliza” de tu marca.

  3. Jennifer Dlugozima dice:

    Hi Jorge,

    I agree with your points. There are a wide variety of loyalty programs, and they don’t have to be expensive.

    In fact, I recommend that you start with free or low-cost perks. Some of the best results we achieved were when we sent “Thank You” notes to customers. That resonated exceptionally well, when we compared the control to the “treatment” group.

    However, whatever you choose to do, you need to continue the program for the long-term.

  4. Enrique Burgos dice:

    Thanks for your opinions, I agree with both of you, Customer Loyalty is a need of actual companies, we are oblied to retain our customers, with loyalty programs, loyalty strategies,…

    http://www.EnriqueBurgos.com