Spring Agenda

Theme: Standing apart from the herd...without being eaten!

Live AQUA
 Boulevard Kukulcan Km. 12.5
Cancun, Mexico

Reservations
From US (800) 343-7821; Outside US (998) 881 76 00
Use Group Code GN73Q@AQU

Wednesday, April 28th

2:00 PM - Conference Convenes

2:10 - 2:50 PM The Dynamics of Loyalty are Changing -- How do You Capture Customers' Hearts and Minds? presented by Harlan Bennett, Marketing Analytics Consultant, Travel & Entertainment Industry, Acxiom and Dave Frankland, Principal Analyst, Forrester Research

Examine and understand some of the latest statistics from studies of:

  • Demographic impact on loyalty
  • Communications impact on loyalty
  • Economic impact on loyalty
  • Social media and its impact, and
  • Best practices for getting more from programs

2:50 - 3:40 PM Avoiding a Migration Hangover, presented by David Canty, Director of Loyalty and Partnership Marketing for JetBlue Airways and Marcin Kosciak, Vice President of Enterprise Marketing Management Solutions for Comarch

The relaunch of JetBlue Airway’s popular TrueBlue program in November 2009 was met with skepticism from many within the industry. However, Jet Blue’s decision was backed up by a careful study of its 15,000 customer panelists who expressed fatigue with restrictions imposed by traditional frequent flyer programs. As the result of the study, JetBlue shifted from a mileage-based to a revenue-based program and opened all seats to be available to redeemers. The decision turned out to be well received. Since the relaunch, True Blue 2.0 has experienced a drastic increase in new enrollment and a higher level of customer re-engagement – and it has yet to market the program.

JetBlue and Comarch (the engine behind TrueBlue 2.0) will discuss elements of the market which impacted the risky decision and the challenges faced during the redesigning stage of the project by focusing on communication with members, changes to the program assumptions and processes. The presenters will also discuss technological issues faced during the implementation phase and will share some data to demonstrate the success of the TrueBlue 2.0 frequent flyer program.

3:40 - 4:10 PM Afternoon break

4:10 - 5:00 PM Marketing vs. IT -- Playing Nice in the Same Sandbox, presented by Ben Quintana, Vice President CRM/Loyalty/Business Intelligence, and Chris Norton, Sr. Director, CRM Applications & Analytics, of Starwood Hotels & Resorts

5:30 - 9:30 PM Networking Cocktail Reception, hosted by CapitalOne, followed by Dinner, hosted by Acxiom.

Thursday, April 29th

8:00 - 9:00 AM - Breakfast

9:00 - 9:50 AM Driving the Customer Experience through Loyalty Alchemy: Jump in the Pool! presented by Margaret Meraw, Senior Manager, International Cards, Royal Bank of Canada, and Michael Hemsey, President, Kobie Marketing

Situation: A global bank, RBC (Royal Bank of Canada), focused on increasing their debit and credit card base, both business and consumer. Through bank acquisition and increased marketing efforts, they are onboarding a substantial number of new customers.

Challenge: Outdated and non-competitive loyalty strategy; massive systems integration issues; Traditional product focus with disparate debit and credit, across consumer and business. How do you take these challenges and transform them into Loyalty Alchemy-a true Relationship Rewards strategy, and how do your create an integrated and seamless customer experience?

Result: Assessment of the business P&L, redesign of the program value proposition (earn and burn equation), and revise a relationship banking strategy with innovative elements like “user-generated” pooling and householding. The result of moving the bank from a product-focused approach to a customer-centric approach focused on a unified customer experience.

  • Attendees will learn how changing what and how members earn and redeem can have a dramatic impact on driving behaviors
  • How to drive performance by integrating the branches, employees, call center and aligning marketing channels
  • How to create a differentiated, profitable, thriving relationship rewards program

9:50 AM - 10:40 AM Mobile and Social Marketing -- Just for the cool kids or crucial channels? presented by Neal Narayani, Corporate Director of Marketing at Harrah's Entertainment, and Mike Keene, Director of Mobile Marketing, Acxiom

  • Bet you couldn't guess, but heavy travelers are more mobile. The tools to have a dialogue with customers anywhere at any time is quickly passing from neat to necessity. So what are the ways that mobility and social are being used effectively...and perhaps not so effectively today? Let's chat!
  • What's being done today; what's working? Best practices, some do's and don'ts? Getting a program operational?
  • What's next for mobile and social?

10:40 - 11:10 AM Morning break, hosted by Travnar.

11:10 - Noon The Credit Crunch and Its Impact on Card Partners & Programs, presented by Kim Smith Proffer,, Director AAdvantage Partner Development, American Airlines,and Lars Holmquist, Chief Marketing Officer, Vesdia Corporation

It is no secret that global economy woes have impacted all segments of the loyalty industry, but likely none more challenging than the credit card portfolio. Identify key trends and strategies for successful partnerships and answers to these questions:

  • What do you really need to offer to be competitive?
  • Credit Squeeze: How tight will it get and what is the impact on credit card partners and revenue streams?

    • Vesdia and American Airlines speak to the benefits of a merchant funded in-store and online network tied to co-brand card portfolios and how additional rewards drive spend without the issuer or airline having to fund any of the rewards. The network’s positive Return On Investment for merchants and incremental revenue for issuers and their partners minimizes downward pressured during tough economic times.

Noon - 1:30 PM Luncheon

1:30 - 2:20 PM Implementing a Customer Centric Marketing Plan -- And Avoiding the Most Common Pitfalls!, presented by Mark Krolick, Managing Director of Mileage Plus, United Airlines

  • Questioning/listening
  • Planning/provisioning
  • Confirmation/validation
  • Managing relationships

2:20 - 2:40 PM Afternoon Break

2:40 - 4:00 PM Award Redemption into the Next Decade -- a Panel Discussion, with Flo Lugli, Executive Vice President, Marketing at Wyndham Worldwide, David Canty, Director, Loyalty Marketing & Partnerships,JetBlue Airways, Cheryl Scheck, GM of SkyMiles Operations, Delta Air Lines and Mary Beth Furman, Managing Director, Mileage Plus Member Marketing Strategy, United Airlines, moderated by Earl Quenzel, Principal & Co-founder of Quenzel and Associates.

Why some hotels and airlines offer increased merchandise awards, while others don't. Where are the players in converting miles or points into lawnmowers? What strategies and tactics are being considered over the next seasons?

4:00 - 5:00 PM Group Discussion: Alliance Level Loyalty: How do You Manage Alliance-wide Platforms? Directed by Earl Quenzel.

    It is ever more challenging to manage alliance-wide loyalty platforms. What's the latest take on which strategies are working and which are not, and why should you care? Why are there no top tier alliance level benefits, and why do airlines segment award availability among their best partners?

5:00 PM Conference Adjourns

Friday, April 30th

8:30 - 11:30 AM - Breakouts continue for partner meetings.

ATTIRE: Business Casual

Please note that Dues and Conference Fees must be paid in full prior to attendance.