MINNEAPOLIS—How does a more than 100-year-old brand with a nearly 20-year-old loyalty program use new technologies and analytics to further develop powerful customer relationships? That’s what Hallmark Cards and its loyalty marketing partner, Carlson Marketing, will reveal at the 2011 Loyalty Expo March 20-22 in Orlando.
The expo is billed as “a true ‘Voice of the Customer’-driven, best-practice-focused customer engagement, loyalty and reward conference.” Hallmark’s example of “Voice of the Customer” explores the rationale of moving from transaction loyalty to relationship-based interactions and the journey Hallmark is on to arrive there. Part of the transformation was to take advantage of mobile technology and the segmentation possibilities.
Speaking for Hallmark Cards is its Marketing Strategy Manager Craig Ebert. Carlson Marketing’s Senior Vice President of Creative, Interactive, Media & Mobile Doug Rozen will join him to explain the importance of mobile and how it can impact relationships. Jointly they will talk about the journey Hallmark has been on to revitalize its efforts to better connect with their customers using concepts such as mobile segmentation to better understand the customer and how to connect with them as they want to be connected with.
The session is titled Behind the Brand – Hallmark’s Journey to Use Mobile to Build Stronger Relationships. Presentation materials will be available from the speakers at http://loyalty.carlsonmarketing.com/ by the end of the month.
About Hallmark Cards
Hallmark makes the world a more caring place by helping people express what’s in their hearts and spend time together – a privilege few other companies in the world enjoy. Hallmark greeting cards and other products are found in more than 40,000 retail outlets in the U.S., including the network of flagship Hallmark Gold Crown® stores. The brand also reaches people online at Hallmark.com and on television through Hallmark Hall of Fame original movies and cable’s top-rated Hallmark Channel. Worldwide, Hallmark offers products in more than 30 languages available in 100 countries. This privately held company is based in Kansas City, Mo., and is led by the third generation of the founding Hall family. Visit http://corporate.hallmark.com for more details.
About Carlson Marketing Worldwide
Carlson Marketing, the world’s leading relationship building company, designs and delivers loyalty programs that drive acquisition, retention and deeper engagement of customers, employees and channel partners. Carlson Marketing works with some of the world’s best known brands across several vertical markets: Airline, Auto, Travel, Hospitality, Finance/Insurance, Retail, Consumer Packaged Goods, Healthcare and High Tech.
Carlson Marketing’s loyalty offerings are supported by several core capabilities: Strategic Planning & Design, Creative & Interactive Services, Mobile Marketing & Social Media, Media Planning & Buying, Employee Engagement, Event Management, Award Services, Technology Services and Data Analytics & Insights. Carlson Marketing – owned by Groupe Aeroplan, a global leader in loyalty management – employs more than 2,200 marketing professionals across 17 countries.