Plan. Launch. Overhaul. Implement. Evaluate.
Your own custom Loyalty Marketing Strategy (and gain share of wallet)

In two information-packed days, you’ll discover what it takes to cultivate loyal customers, reduce attrition and improve their profitability. With the help of our expert faculty, you’ll be assigned to a team where you’ll work through a case study, utilizing your new knowledge. We guarantee you’ll leave with the skills, tools, and techniques to develop an effective loyalty strategy that recognizes and rewards your best customers. Whether you become a player in another program, launch your own proprietary program or become a sponsor in a national coalition program, you'll have the knowledge to determine which strategy is right for you.

The Loyalty Marketing Workshop offers “real-life” examples from a wide array of industries, as well as intensive practice of new skills through our innovative case study exercises. Since 1999, over 1,000 executives have attended and profited from this one-of-a-kind workshop, now offered in Canada.

Sponsored by CMA and COLLOQUY®, you get the combined strengths and training leadership of two outstanding organizations.

The Benefits are Powerful

In two intensive days, you’ll learn how to design, execute, operate, and determine the return on investment (ROI) of a customized loyalty strategy that recognizes and rewards your best customers:

• Reduce customer attrition and churn;
• Shift customer behaviour to increase profits;
• Update and refresh an existing loyalty program;
• Create a program that your competition can’t replicate;
• Evaluate coalition versus proprietary strategy models.

PLEASE NOTE: Loyalty marketing is most economical when costs are amortized across a significant number of “best customers.” Due to this, the content of this workshop will be most beneficial to companies with at least 50,000 customers.

Who Should Attend:

• Marketing coordinators and managers;
• Product managers;
• Anyone in direct marketing, advertising who designs marketing strategics and marcom programs;
• Those new to business with 1-3 years experience in a marketing role;
• This course is especially invaluable to those who just started working in marketing, accounting or analysis;

and those in the following industries:

• Financial Services,
• Travel — airlines, hotels, car rentals,
• Retail — all sectors,
• Business-to-Business Markets,
• Computers & Technology,
• Telecommunications,
• Catalogue,
• E-commerce,
• Utilities,
• Restaurant.

About the Faculty

Kelly Hlavinka
Partner & Contributing Editor, COLLOQUY

As Partner of COLLOQUY, Kelly Hlavinka directs all strategic consulting, publishing, education and research projects. Kelly established the COLLOQUY Consulting group in 2003 and under her direction it has grown to a team of internationally recognized practitioners, working with such notable clients as Lennar Homes, MGM MIRAGE, Eddie Bauer, Best Buy, HP Software, and VISA International.

Kelly joined COLLOQUY in 1996 serving clients including Verizon, ExxonMobil, and General Electric in both Account Management and Business Development roles. Her extensive knowledge of loyalty marketing is supported by expertise in direct marketing, consumer research and customer analysis. Kelly specializes in helping companies determine their customers’ current purchasing behavior, so they can track loyalty more effectively and set up good strategies and program structures to match their needs.

An acknowledged expert in the theory and practice of loyalty marketing, Kelly’s bylined articles have been published by DM News, The DMA Insider, DIRECT and COLLOQUY and she is often quoted by publications including Newsweek, Advertising Age, CMO, Cards & Payments, Smart Money and 1to1 Magazine. Kelly has been a featured presenter at industry conferences sponsored by the DMA, FTMA, IIR and Source Media and she leads COLLOQUY’s faculty in teaching a series of Loyalty Marketing Workshops and Webinars around the world.

Dan Ribolzi
Contributing Editor, COLLOQUY

As a COLLOQUY Contributing Editor, Dan lends his loyalty marketing knowledge and expertise to the magazine by way of insightful bylined articles and editorial input.

As a LoyaltyOne consultant, Dan advises on best practices in all areas of loyalty marketing, including program design, evaluation and growth strategies. Drawing on his expertise in customer-centric marketing, he helps develop and implement loyalty solutions that meet clients’ business objectives while creating value for their customers. He is part of a team of internationally recognized practitioners who work with a wide range of high-profile companies, among them Walgreens, MGM MIRAGE, HP Software and Visa International.

Based in Minneapolis, Dan came to LoyaltyOne from Best Buy, Inc., where he focused primarily on the transformation of Reward Zone – helping create the “free” version of the loyalty program, launching the Reward Zone MasterCard and overhauling the reward certificates portfolio. Previously, he spent a decade in advertising with agencies such as Rapp Collins Worldwide, Digitas and Brann Chicago. Among his many projects were the introduction of Charles Schwab’s Signature Services loyalty program and the re-launch of the ExxonMobil fleet credit card following the company’s post-merger re-branding.

Dan has an MBA from the Carlson School of Management at the University of Minnesota and an undergraduate degree in business from Eastern Illinois University.

Sol Zia
Senior Analyst, COLLOQUY

As a COLLOQUY magazine senior analyst, Sol Zia belongs to a team of internationally recognized practitioners who have worked with such notable clients as MGM MIRAGE, Best Buy, SuperValu and VISA International. His expertise in customer relationship metrics, marketing optimization and strategic analytics helps advise clients on results-proven practices of the loyalty marketing industry.

Sol’s vast consulting experience is complemented by an extensive speaking and writing resume that includes appearances at some of North America’s largest marketing conferences. His areas of expertise include marketing optimization, predictive modeling and ROI measurement. He is also quite involved in the CRM/Analytics business community and continues to be a regular contributor to industry forums and activities.

Sol boasts more than 15 years experience in consulting, analytics and customer relationship management. Most notably, he worked with Microsoft leading the measurement and learning campaign for the launch of Windows Vista and worked with Cathay Pacific focusing on their North American segmentation. Sol also held significant roles working with other corporate clients including Discover Card, Washington Mutual, Wells Fargo, Sears, Unilever, Toyota and Nortel.

COLLOQUY comprises a collection of resources devoted to the global loyalty-marketing industry. The flagship resources are COLLOQUY Consulting, a loyalty consulting practice, COLLOQUY®, a quarterly publication serving the loyalty-marketing industry since 1990, www.colloquy.com, the most comprehensive loyalty web site in the world, COLLOQUY's Research and Education divisions, and the COLLOQUY Network, a global network of consultants certified in COLLOQUY's consulting methodology. Together they provide a worldwide audience of 25,000+ marketers with consulting services, news, editorial, educational and research services across all verticals and around the globe.