Parece que avanzamos en el campo de la incentivacion y fidelizacion en España… recientemente he conocido de la existencia de un prometedor proyecto lanzado por el Grupo Copel, (los mismos que lanzaron la tarjeta de comida Buen Menu, evolucion de los vales de comida en papel). El proyecto (tu regalo card) consiste en la emision de una tarjeta regalo bajo las marcas de Visa y Mastercard, emitidas al portador y con importes precargados, que las hace validas en cualquier comercio del mundo que admita estas tarjetas.
En diversos post he comentado la necesidad de la entrada de un producto de estas caracteristicas en el mercado español, sin que te obligue a estar atado a una entidad bancaria, o bajo la formula de tarjetas exclusivas de comercios (p.ej: Tarjeta Regalo El Corte Ingles).
El impresionante crecimiento de este mercado los ultimos años en USA, alcanzando el pasado 2007 los 97.000 millones de dolares (via TowerGroup) con un crecimiento del 21% frente a 2006, lo convierte en una direccion hacia donde podemos y debemos guiar esfuerzos en la motivacion e incentivacion en nuestras empresas.
El producto que ofrece Copel, tu regalo card, es absolutamente personalizable tanto en diseño como en la implementacion de criterios de limitacion de utilizacion de la tarjeta (solo valido 1 dia, valido en determinados horarios, determinados TPV’s….), y total control estadistico del uso por parte de los beneficiarios….
Producto muy recomendable y mi total enhorabuena por apostar por un caballo ganador, la fidelizacion y los incentivos a traves de medios de pago. Seguro que les surgiran competidores, con lo que los marketers saldremos ganando, aunque ya se sabe…el que da primero…da dos veces…
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.
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 here
Post any comments…
Technorati Tags:
incentives, compensation, experience marketing, logistics, loyalty, marketing, measurement, motivation, relationship marketing, roi, rewards, sales force, book, marketing relacional, incentivos
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
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.
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 approval and confirmed my assistance to Terrapinn people.
5. Emails and direct marketing with confirmation and leaflet with programme were the final documents betweem them and me.
One of the best items of the conferece are the planned networking meetings between attendants, 4 each day, and could be scheduled since two weeks before the event through a private site. Very useful!
In conclusion, this is a clear and simply use of a multichannel (website, phone, email, direct) strategy to obtain valuable sales.
