Jamie's Blog

This is my stop?

Sat, 15 Mar 2008 12:23:18 EST

Well, it is here that I bid you all adieu as this is the final blog post you?ll see?from me at least.

It has been a challenging semester for sure. It?s Friday and I?ve used yet another vacation day to dedicate to a class final project. This isn?t the first time, in fact I think I?ve done this for every class I?ve taken now. But, it?s the price you pay for keeping up with the quickening pace of it all?and it?s a small one at that. For this semester, it?s but a mere element of the life of a full time professional, half-time grad student and part-time blogger.

This semester has truly opened my eyes to direct marketing and all the characteristics that separate it from the many communications disciplines that stand tall in the Crayola box. You walk into class (virtually, of course) with a perception of what you ?think? you know, and then nine weeks later you can no longer close your eyes again with the same perception. You?ve learned, absorbed and now know what actual and real versus what you once believed. I?ve experienced a similar phenomenon after completing nearly all the courses I?ve taken thus far in this program. Whether you?re 19 or 49, learning will never end?especially here.

Particularly, the ?directness? of this form of communication is what really drew me in?the notion of cutting through that third party, middle guy, or pretty much anyone else that gets in the way of your message and outreach to the consumer. The fact that databases drive targetability intrigued me as well. Long gone are the days of mass mailing with fingers crossed that your message will magically land in your ?target?s? hands and will therefore act on/respond to your message?or, in other words, in most cases, they will buy what you?re selling.

With the ability to aim the arrow and hit the bull?s-eye with each effort along with the capability to effectively track the ?response,? is something PR efforts cannot say with as much precision and weighty gusto. Oftentimes, our efforts ?contribute? to a particular goal or objective and inferences can be made regarding the success of our efforts. Sure, we can track and analyze media, our placements, web sits and all that, but we?re limited. Direct marketing allows you to measure your efforts for continuous improvement for future campaigns?and I like that.

I?ve done my best to share my thoughts from learnings both in the class and from personal experience as it relates to direct marketing and other communication disciplines. I?m not sure how impactful this blog is or how it factors or has factored into your IMC experience, but it would be interesting and helpful to know?not for me per say, but for the bloggers to come, and consequently, for the benefit of the program. Admittedly, I can be long-winded at times and somewhat ?academic? in my written delivery, but I?ve also tried to inject some form of entertainment value to the posts as well, in an attempt to garner interest and attract readership. But, the only way I know if I?ve reached anyone is if students (current, prospective, etc.) comment on the posts. From my view, I?m unsure if this blog matters, or if the seemingly ?silent? audience cares that it is even here.

I leave you this semester with questions?

1) What did you find most valuable (if anything) about this blog this time around?

2) How do you recommend this blog be improved for the future?

3) What do you see are the biggest challenges in terms of being more actively involved (commenting) in the weekly postings? Is it lack of time? Interest? Is the blog hard to find?

I appreciate everyone?s feedback and interaction throughout this semester and encourage you to take advantage of every additional opportunity this program offers (i.e., contributing to the blog, the_link newsletter, course evaluations, etc.). Collectively, we are a diverse team of communications professionals working toward similar goals and together use this program to help achieve them. Simply put: the better it is?the better we become.

Thank you again for lending your ears and voicing your thoughts.

Until next time?

Jamie

Future is bright for IMC program amidst the dulling effects of winter

Wed, 12 Mar 2008 08:40:15 EST

Whether you?re a current student or faculty member, or are in the early stages of researching graduate programs offered online to communications professionals, it?s surely an exciting time for the IMC program at WVU.

2008 IMC Weekend

First and foremost, you may have received an invitation in the mail recently for this year?s upcoming and much-hyped IMC Weekend to be held May 30-31. From all the scuttlebutt, this is the one opportunity in the year for students, graduates, faculty and even prospective students and their families to gather for a variety of events?both informational and social?and in many cases, to demystify the faces behind the many names in the virtual classroom. Judging by the chatter and vibe of previous years? events, this year?s is sure to bring the promise of another enlivening experience!

This year?s event includes a welcome reception and dinner and a rare opportunity to hear from industry leader Bruce Nelson, Vice Chairman of Omnicom Group, during the keynote address. This is followed by a succession of events that include an information session for prospective students; interactive panel discussions with IMC students, graduates and faculty members; a guided walking tour of the university?s Morgantown Campus; breakout sessions to gain insight on the latest industry trends; and finally a roundtable discussion where students, graduates and faculty discuss in an open forum their challenges and successes that will help to shape the future of the IMC program.

To learn more about the IMC Weekend, you can visit http://www.imc.wvu.edu/theimcprogram/infoweekend.php on the IMC web site and you can read about it on the IMC Weekend, http://imc.blogs.wvu.edu/imc_weekend . For an even closer look, you can also view/download videos, particularly from last year?s panel discussions, by visiting WVU?s iTunes U Site at http://itunes.wvu.edu/.

IMC Curriculum Enhancements

As the ever-evolving nature of communications continues to change at its rapid pace, the IMC program is right there to reflect the trends of the industry. Starting in the fall, students enrolled in the program working tirelessly toward their master?s degree in IMC at WVU, will now have the opportunity to select from a greater number of elective courses to better match their specific needs and interests. As such, new courses in the areas of cause marketing, multicultural branding, and green marketing will be added to the variety of elective course selections.

Unfortunately, for all you slackers who were looking for less course requirements to obtain your master?s (kidding), you?re still required to complete a total of 13 courses. Currently, IMC students complete a total of 13 courses, including IMC 610, ten core courses (611-620), one advanced elective (621, 625, 626, or 628), then IMC 636. Under the program?s new structure, students are able to select from four elective options, as indicated below:

New Requirements for the Master of Science in Integrated Marketing
Communications Degree:

1 Prerequisite Course (3 cr.):

IMC 610 – Introduction to IMC

7 Core Courses (21 cr.):

IMC 611 – Marketing Research & Analysis
IMC 612 – Audience Insight
IMC 613 – Brand Equity Management
IMC 615 – Creative Strategy & Execution
IMC 616 – Interactive Marketing
IMC 618 – PR Concepts & Strategy
IMC 619 – Emerging Media & the Market

4 Electives (12 cr.): Choose FOUR from the following:
IMC 614 – Media Analysis
IMC 617 – Consumer Sales Promotion
IMC 620 – Measurement & Analysis
IMC 621 – Current Topics in IMC
IMC 625 – Advanced Creative Concepts
IMC 626 – B2B Direct Marketing
IMC 628 – Applied Public Relations
IMC 693A – Cause Marketing

1 Capstone Course (3 cr.):

IMC 636 – Campaigns

I also like the fact that some of the courses were renamed, as the courses give a certain flair of freshness, and aren?t at all dull sounding?for lack of a better way of putting it. They just simply sound more interesting, which I think will surely help to pique the interest of prospective students and further, I think this fresh coat of new paint (i.e. Consumer Sales Promotion vs. Sales Promotion, Interactive Marketing vs. Direct Marketing, etc.) will also make current students feel more proud that their degree and the courses they will have completed, will reflect the essence of graduate level courses in communications as opposed to sounding well…undergradlike.

IMC Program Launching Newsletter

Okay, so I?m going to take a moment to take claim for naming the new newsletter as part of the contest that was held late last year. Aptly called the_link, http://www.imc.wvu.edu/theimcprogram/link.php, I thought the name would directly reflect the newsletter?s attempt to keep students, graduates and faculty connected with relevant news about the program and each other. Also, the underscore gives the name that sort of ?e? (electronic) feel, as it is the core of the IMC program.

Published bi-annually (beginning in May), each issue will contain features and articles about current students, graduates, faculty and IMC Program events, as well as industry trends. As contributions to the newsletter are welcome from all the above, I say get those brains ready to submit ideas. The deadline for article submissions for the premiere issue is April 1.

As the proverb goes, there is no better time than the present.

Jamie

A loyal subject - or, a royal pain in the...

Mon, 03 Mar 2008 16:32:27 EST

Week 6

So, picking back up from the brand loyalty saga I posted during Week 4?if you?ll allow me to indulge you?I?ll now bring you up to speed about my fight to be recognized for my unwavering brand loyalty to BRAND X shave gel.

As you may recall, I approached BRAND X with a proposition to make SOME meaningful effort to demonstrate their appreciation for my business over the years?something of which sorely lacking, and that I was unwilling to forego any longer. As I took the time out of my busy schedule to write to the company, I was ?compensated? promptly I might add, but with a whopping $2 coupon off my next purchase. Unfortunately, that was the first and last ?reward? I received from the company?my guess being that I wasn?t taken very seriously.

That brings me to today?more than one year later. I?ve since continued my loyalty to BRAND X solely because of my near-obsession with the product. Problem being was that I was getting the itch to voice my opinion again. Only this time, thanks to a few more IMC classes under my belt (i.e., public relations, audience behavior, brand management and direct marketing?which I?m taking now), I was a wee bit more academically equipped on the subject, which brought to light a much stronger sense of marketing savvy to defend my position. As you?ll read, I fought with the near-vigor and passion of a lawyer trying desperately to win a case for a client whose fate was likely already decided on by the jury.

Febraury 12, 2008

Hello CONTACT,

Hope you’re doing well!

Last January, you responded to a request I had concerning the lack of discounts/rewards available for your loyal customer base. After you sent the $2 off coupon (thank you again, by the way), I was under the impression that my name would be automatcially placed in your company?s marketing database as a customer that represents a relatively high Lifetime Value (LTV) and therefore, would be embraced by BRAND X?not the opposite.

I wonder why you chose to used a ?one-off? approach to address my concern, rather than a more effective one that would have kept me loyal for far longer than the now-seven years that I’ve done so. In my world, this means that priced at my local retailer (CVS) at a never-wavering $6.29, I?ve purchased a total of 63 units of BRAND X shaving gel (9 tubes per year) for seven years – equating to my current customer value of nearly $400.

Without a reason to jump ship from my loyalty to your product and company, factoring my estimated life expectancy of 87 years of age minus my current age of 31, means I could POTENTIALLY buy your product for the next 56 years, give or take. Less inflation, at $6.29 per purchase (minus tax), times nine purchases per year, my LTV COULD be in upwards of nearly $3,200!

That may not seem like a lot of money – say, compared to your company?s total bottom line – and profits for other product lines, but on a customer-to-customer basis, wouldn?t it be a lot cheaper for you to nurture a VALUABLE customer than spending the money it will take to solicit and secure a future prospect?

Surely there?s something you can do to reward my loyalty in a much more meaningful way?

Thank you kindly in advance for your feedback.

Best regards,

Jamie J. Pachomski

Dear Jamie,

Thank you for your continued support of BRAND X. When you shop on our website, we offer the opportunity to collect loyal subject points that you can redeem for free products. I have pasted the details on this program below and I do hope that this is in line with the loyalty rewards that you have in mind. We certainly value you as a dedicated and long-standing customer!

Kind regards,

BRAND X CONTACT, VP of Operations & Finance

So, what followed was a detailed summary of how I could collect ?loyal subject? points, as my contact so succinctly put it (trust me, if you knew the name of the company, it makes perfect sense). Excited at first that such a program existed, I did my due diligence to see how I could START to be rewarded for my ongoing loyalty. Of course, that lasted about two minutes after the question appeared in my mind: Why didn?t she tell me about this before if I was truly valued ?as a dedicated and long-standing customer?? To give the company the benefit of the doubt?whether this is true or not?let?s just say that such a program didn?t exist when I initiated all of this correspondence.

But, then came the rationalization. Was this ?loyalty? program they were just now telling me about truly meaningful? Did they finally say to themselves, ?Okay, let?s take this matter under consideration for a moment and figure out a way to make an extra special effort to demonstrate our appreciation to this customer?? Lastly, ?After all this time, don?t we owe SOMETHING to this valued customer?? Well, if you 1) are a complete idiot 2) crawl at an infant level in mathematics and 3) could care less about how profitable YOUR loyalty contributes to many companies? bottom line, then I suppose the answer to all of these questions would be a resounding ?Yes!? Fortunately or unfortunately, I can?t resound a ?Yes? to any of them.

After I read through the program details, I learned quickly that buying online might work to my advantage as the $6.29 retail price I had been paying for years was reduced to $5.39 per unit?a monstrous $.90! Not bad. Already, I?m saving, right? Well, there?s a catch. The distribution center for the product is located in the UK, so shipping presents a well, slight challenge. For one unit of my favorite shave gel at the reduced manufacturer?s price of $5.39, I have to add on an additional $6.95 for shipping, bringing my total purchase to $12.34?just under what it would cost for two units at my local retail outlet. Ah, but there?s more!

Because my contact mentioned there was a loyalty aspect of this program, I continued to entertain the matter. Here?s a bonus: If you spend more than $40 (which, in my case would be purchasing 8 units) the shipping would be FREE! Okay, so stay with my here. If I buy 8 units at $5.39, my total purchase would be $43.12 and no shipping. I?m thinking, ?I could fly with this.? But, here?s the kicker?the ?loyalty.? The ultimate reward for purchasing the product is measured by your typical earned point system. In my case, for each unit, I earn 100 points. To redeem my grand award (one FREE unit), I have to earn a total of 2,000 points.

Again, my specialty is communications, but if you?ll indulge me in the math for a moment. In other words, to earn my free product (a $5.39 value), I?ve got to buy 20 units at $5.39 per unit to accumulate my 2,000 points. In financial terms, I get one free unit of shave gel for every $107.80 I spend by shopping online, which by my calculations would cover my needs for about 26 months or so.

I do apologize for such a dissertation of information, but if you haven?t been able to tell, I?m quite passionate about this particular issue. As I?ve droned on about this, I turn the issue to you. What should I do next, if anything? Should I just spend the $107.80, get my free product, which would bring my total unit cost down to $5.13, and call it a day?

I guess my question to you is?is this how loyal customers should be rewarded? Are my expectations simply too high? Should I elevate my concern to the president of the company? Help me here…I?ve (obviously) thought way too much about this.

Please help!

Jamie

Traveling light while balancing a heavy load

Mon, 03 Mar 2008 16:30:41 EST

Week 5

As I mentioned in my first posting, my job has changed significantly during the past year and travel?both national and international?has become not quite a nuisance yet, but a seemingly unavoidable element of the position. Whether you?re taking classes at your typical brick-and-mortar university or through an online program, like the IMC program at WVU, this can obviously put a damper on the work, school and life balance. This fact became especially evident when I learned recently (last week) that I?d be flying on Saturday, February 23rd to Frankfort, Germany to attend a 360º communications summit with 30+ public relations and advertising executives representing five different countries?both from my company and on the agency side.

The kicker here was two-fold. Not only did I have my Week 6 writing assignment due that Monday, but I was also tasked with what became the presentation of my career! A PowerPoint had to be developed and I needed sufficient time to rehearse my delivery. No pressure, right? What?s more, and to add to the stress of it all, I hadn?t really seen much of my wife or my dogs during the week leading up to Saturday, so that, and the accompanying jet lag made for a trip that forced me to complete a number of deliverables in a very short period of time.

I suppose to make a long story short; you do what you have to do in these types of situations. Surely, I can attribute my military training in the days of yore to influence this mindset, but it has stayed with me through the years. It?s the ol?, ?Suck it up, soldier? mentality that drives you to overcome obstacles as they arise and to simply ?drive on? in the face of adversity, despite the degree in which it presents itself. For those of you that may have found yourselves in a similar situation, perhaps you can relate. I?d be interested in hearing how you may have dealt with it. For those of you that haven?t or may have to in the future, here are some tips that have helped me get through time and time again:

Make a detailed plan. Prepare a well-thought-out list of ?to-dos? before you leave. Be sure to incorporate everything in your list?both for work and for school? while keeping the coming week in mind. Know what is due and when. Print out assignments ahead of time.

Maximize your time. Utilize long flights or layovers to either catch up on offline e-mails or get a jump-start on your schoolwork. Usually the peacefulness is conducive to getting caught up on reading, too. If you?re on a flight that feels like your seated in the middle of daycare filled with underfed toddlers, be sure your IPod with earbuds is readily available. I would have probably jumped out of the plane on the return flight home if I was deprived of either.

Pack accordingly. Ensure you have everything you?ll need at your fingertips (i.e., books, assigned readings, assignments, etc.) just as if you were at home. If you?re traveling overseas, invest in an international converter, too. Trust me, you don?t want to rely on the hotel to provide you an electric converter?they don?t always have them on hand! Oh, and another thing, be sure NOT to overpack. For this last trip I was flying Lufthansa and the weight limit for carry-on luggage is rather low, so do the diligence to reduce your luggage weight at every stop. For example, instead of packing my Direct Marketing book, I actually cut the chapters I had to read with an Exacto knife, paper-clipped them, and filed them in a folder. A bit unusual, I know ? but hey, it worked. Also, bring extra supplies, like flash drives and battery packs, for example.

Maintain your high standards. If you?re an over-achiever-wanna-be like me, you hold your grades and performance in the ?classroom? in high regard. Just because you?re removed from the luxuries of your daily routine, don?t compromise the effort you would normally give because you?ve got a few more pressures to face. Rise above and give it your all. Assume your personal reputation is on the line in each instance. And that?s not to say to sustain that reputation to impress others?do it for your self because you know you can.

Stay connected. It can be pretty taxing to be away from family and friends if even only for a few days. Modern technology is right there with us. If you don?t have cell phone access out of country, buy a calling card. If either are not options, use e-mail. If e-mail is not an option for whatever reason, send a postcard. Or, write in a journal about your days away and share them when you return home. Reaching out in some form helps to remind yourself that no matter how far away you are (this time was almost 4,000 miles), you?re never THAT far.

We?ll that?s about it for now. Would love to see some additions to this list. We could all use the support!

Jamie

Brand loyalty: Far-gone or close shave?

Mon, 18 Feb 2008 12:55:01 EST

Week 4

In the spirit of last week?s rant on customer loyalty, I thought I might share a little story with you. Admittedly, I am a bit ambivalent about the outcome, but I?ll indulge you nevertheless.

There are only a few select products I am loyal to. If you can relate, my guess is that your purchase behavior is also primarily motivated by price?that is, the lowest one we can possibly get for an item. But, those few exceptions?where price is of no consequence?have well-earned their ranking on my ?exclusive? loyalty list because they either sell a product that I need and its benefits re unmatched by no other, or they meet a basic need, but truly make a concerted effort to keep my business. A brand I will for now call ?BRAND X? has succeeded greatly with the former, but pales severely in comparison with the latter?it is my shave gel.

Shaving USED to come with a laundry list of problems?irritated skin, nicks, cuts, scrapes?you get the picture. And as you can imagine, for this white-collared, top-button-buttoned, tie-wearing PR guy, these dilemmas have at times caused the embarrassing and unsightly blood-stained collar?until, of course, I discovered BRAND X. Despite the fact that BRAND X cost nearly, and in some cases, double that of its competing shelf mates in the aisle of my local pharmacy, I took a calculated risk. Not devoted to any particular brand at the time, I was still actively searching for a product that would solve the litany of drawbacks (with most shaving products) inherent in this daily chore. Buying into the prestige pricing aspect of the product, I thought to myself, maybe I for once would get what I paid for?and believe it or not, I did.

I?m not yet convinced that products designed to make those unpleasant daily chores less daunting, are entirely successful. Take for example the whole scented garbage bag thing. Okay, so here?s what we?ll do: We?ll manufacture a trash bag with a special, fresh lemony scent to take the ?stink? out of the trash-taker-outers? duty. They?ll yyyeeeaaarrrnnn to take out the trash. They?ll sit idly by and wait for a full bag. They?ll skip work. They abandon their friends. They?ll even throw valuables away just to bring the heap to the brim. Yeah, yeah, that?s what we?ll do! Mmm, I can smell it now?an irresistible whiff of freshly squeezed lemon and four-day-old funk. I hear Kevin Spacey (in American Beauty) whispering his magnificent line gently in my ear, ?SsspecTACularrrrrr??

However, ever since the first use, BRAND X transformed my daily shaving routine from mediocre at best to marvelous. The feel of the virtually translucent, icy blue gel as it touches my skin, fraught with essential oils of tea tree, eucalyptus and spearmint, in addition to the moisturizing elements of Aloe Vera and Vitamin E, is a morning delight when I?m still fighting the desire to slip back under the covers. When the razor begins its work, it?s a smooth ride up and down the meandering curves of my neck, chin and jaw line, never having rhyme or reason to cause injury thanks to BRAND X. Shaving is no less than a tranquil gondola ride through Venice for my razor and me.

That said, and six years of purchases later, I thought to myself (also after taking Brand Management), why hasn?t this brand reached out to me?namely, why haven?t they offered me some sort of discount, promotion or incentive as a gesture of goodwill for my unwavering brand loyalty? So, I wrote to BRAND X.

Again, to protect the company (for now), I?ve changed the address and real life contact with whom I?ve shared correspondence with. To keep this post semi-interesting, I?ve included my initial contact with the company and their response, but note that this took place more than one year ago. There?s more to come, but I?ll try to add a little suspense for now. Enjoy!

January 11, 2007

BRAND X
BRAND X ADDRESS
BRAND X CITY, STATE AND ZIP CODE

To whom it may concern:

I am writing because I find myself in a bit of a pickle?whether to continue loyally consuming your brand of shave gel or switch to a more affordable product.

I have been using your shave gel for nearly six years now. I took a gamble during my first purchase because I had never spent more than three dollars for shaving cream or gel, let alone more than six with your product. After using it, however, I was amazed at its quality and feel on my skin surface when I shaved.

I’ll get to the point: I am fond of your product, but I have never in all this time seen a coupon for it, nor a reduced sale, nor any effort to “give the consumer a break” as a simple reward for their loyalty. As my financial resources find themselves a little scarce these days, I am cutting corners everywhere!

As such, I am kindly requesting a gesture of your appreciation for my loyalty in the way of free product, coupons or discount so I can continue my loyalty to your brand and you can continue reaping the benefits of my business.

I sincerely look forward to your reply.

Best regards,

Jamie J. Pachomski
—————————————————————————————————————————
Dear Jamie,

Thank you very much for your email. I?m so happy to hear that you are a fan of BRAND X!

We are quite a small company but do try to run price reduction programs with our retail partners regularly. It largely depends on the schedules and requirements of the individual retailers, but I can understand your frustration if you’ve been purchasing BRAND X for years and have never seen one of these promotions when you’re shopping.

I would be happy to send you a $2 coupon for your next purchase. If you can please send me your mailing address I will send it out promptly.

Thanks for supporting BRAND X!

Kind regards,

BRAND X CONTACT, VP of Operations & Finance
—————————————————————————————————————————
One week later I received my $2 off coupon.

Stay tuned.

-J

P.S. Has one of your favorite brands let you down? Disappointed you? Rubbed you the wrong way? If so, what happened and how did YOU handle it? Did you get what you were looking for? Did you get more? Less?

As professional communicators, we all have a voice and that voice shall be heard. Brands?especially the ones we?re most loyal to?need to embrace and recognize that loyalty is TRULY a priceless commodity. We may be here today, but where will we be tomorrow? The ball?s in your preferred brands of the world court! (Okay, off the soapbox for now).

Care for a spot of Loyal-ty?

Fri, 08 Feb 2008 10:34:19 EST

Week 3

As this week?s assignment charged the class with 1) identifying three customer loyalty programs with which we are familiar and 2) elaborating on how the organizations representing those programs benefit as a result, the discussion certainly sparked some interesting chatter.

I think the real issue to discuss is where does the CONSUMER stand to benefit in the whole scheme of things? After all, to participate in most loyalty programs, the consumer has to relinquish something of value, right? In retrospect, I wonder who REALLY is benefitting.

And that value, or ?gold? as most marketers would coin (no pun) is personal information about us consumers. Albeit demographic-type stuff, more often than not, we?re still ?donating? our precious data for a relatively small return. So, the question comes to bear, is the exchange of database material that benefits the company ten-fold?at the least by giving them the keys to unlock a world of target marketing possibilities?equal to the value in the program offer they provide to the customer? Of course, this can come in many forms such as frequent flyer programs, point systems, coupons, preferential treatment, exclusive information, memberships, cash back, discounts and the like. Is the relationship between you Mr. Company and me Mr. Consumer really a symbiotic one? Or, is this whole notion of a loyalty program just a means to an end?that is, you win my business?and the buck stops there.

If that?s the case, so be it. It?s ?buyer beware? as it has always been. But, if companies out there?big and small?are really, and I mean are truly interested in deepening the connection with their customers in exchange for a deeper and more loyal commitment?which, in effect, will probably result in a more lucrative Lifetime Value (LTV)?then they had better shape up. As it relates to the PERCEIVED value that customers find in the litany of loyalty programs out there and the REAL value they should deliver, I?ve developed a list?an ode, if you will?to help marketers get better acquainted with the difference between the two. Let?s call?em ?Suggestions for Success.?

So, for all those airlines, credit card companies, supermarkets, musicians, coffee chains, hotels, sandwich shops (yawbuS), hair salons, restaurants, shoe stores, electronics retailers, cigarette companies, car parts retailers, movie stores, book stores, car rental companies, sporting goods retailers, greeting card companies, pharmacies, pet store chains, home goods retailers, and more, here you go?

Jamie?s Top Ten Loyalty Program?Suggestions for Success

1. Stop charging royalties for loyalty. I shouldn?t have to pay (literally) to become a member of your loyalty program. What we consumers are giving you Mr. /Mrs. Company is virtually priceless. Remember, it costs more to gain a new customer than it does to retain a regular one.

2. Know your audience. This is for you Mr. /Mrs-supermarket-chain-that-I-won?t-mention-but-is-very-popular-in-Southern-New-England-and-rhymes-with-Slop-n?-Swap. If you?re going to make me an offer to become part of a loyalty program, know who I am and what I?d be inclined to respond to. Don?t spit out a coupon at checkout for a 10 cents-off of one of your branded gas stations when the nearest one to me costs 10 times more to visit than what your silly coupon will ?save? me.

3. Make the reward rewarding. Offer REAL rewards, not petty discounts disguised as rewards. Meaningful rewards will motivate customers to sustain their loyalty to your brand. If you Mr. /Mrs. Company don?t find the ?reward? rewarding, why would I?

4. Become intimately familiar with important terms. Look up the following: ?target,? ?customer,? ?loyalty,? ?reward,? ?value,? and ?commitment,? to start. If you truly understand what these words mean, you may change how you use them when preaching and in practice.

5. Limit limited offers. Remove the ?use bys,? ?good untils,? ?offer expires? and the like. If you?re offering a program, take the pressure off me to use it by a certain date. This is a turn-off and is much easier for me to seek out your competitor?s offer instead. Take heed or I quickly flip the brand-switch to the ?on? position.

6. ?C? is for consistency. This one goes for you Mr.-popular-?fresh?-nationwide-sandwich-chain-whose-first-syllable-rhymes-with-?hub?-and-whose-second-rhymes-with-?day?. Be consistent across the entire brand. If you?re going to institute a loyalty program at one location, do so in others regardless of the fact that they may be franchises. I?m not stupid. I know that the brand represented is still the same, right Hilton (Hilton Honors)? I guess the question is how much are you willing to pay attention?

7. Embrace your employees. And by that I mean treat them well. Loyalty program or not, they are your brand?s front-line ambassadors. I want to be able to express my loyalty to someone whom I feel comfortable with?not someone who wants to blow the place up. Rock their boat for whatever reason, and they can rock your brand?and not in a good way.

8. Don?t take loyalty for granted. Just because I live within one mile of your establishment, or perhaps you?re the only game in town (right now, anyway) don?t presume you?ve ?got? me. You may be getting my business merely on account of convenience. While you?ve got my attention, you may want to take steps to enhance our ?relationship.

9. Sometimes more is less, is more. Loyalty can simply be built by using the infamous punch card. And that?s okay by me. Why would I enlist the services of another if I?ve got a perfectly good reason to stay?

10. Choose your partners wisely. Be wary of whom you choose to share loyalty programs with. There?s nothing worse when I encounter a bad experience with your ?partner? who demonstrates how they successfully birthed their customer service baby in a toilet. Bad choices can be perceived as poor judgment. Who wants to be loyal to that?

Your thoughts and/or suggestions for success are certainly welcome!

-J

DB Marketing - is there any other kind?

Sat, 02 Feb 2008 10:05:00 EST

*Week 2 *

Ah, the beauty of database marketing?those sophisticated little computer models/spreadsheets fraught with consumer data that enable us aspiring IMC graduates-to-be to manipulate it just the way we want and effectively target the consumer segments we?re after. It?s a wonder to even think where we might be without this ability. It?s just another example of the importance of computers in our day-to-day, even minute-to-minute lives. I mean really, could we reach such targeted audiences in mass appeal without them? I think not.

This brings me to the second week of Direct Marketing where the class was charged with the challenge of elaborating on how we might go about building a database of friends and supporters at our undergraduate alma mater; what might be available to us in terms of databases; and finally, what we would need to do to make our ?new? list as efficient and effectively as possible. It was a truly interesting week to see the ideas and insight from students come together, especially on account of the fact that I personally have never taken a DM course before. I?m noticing the DM concept is actually starting to come to me quite naturally, which I must say is a little nerve-racking to say the least for this hard-working PR specialist. Just the measurement element of DM alone is enough to tempt me to switch, as we PR folks many times struggle with the burden of accurately measuring our efforts.

The class collectively illustrated the importance of outlining objectives, strategies and tactics before engaging in any successful DM effort. Makes sense. You?re not going to launch a program just for the sake of launching a program?at least I hope not anyway. The lists that students compiled in terms of which ones would truly be useful were abundant?such as obtaining lists from admissions, school media subscriptions, alumni associations, institution-run clubs, sports team ticket holders, bookstore transactions, sorority/fraternity memberships and social media outlets, to name but a few. Finally, to bring the effort full circle, students recommended thoroughly scrubbing the data to rid of any unnecessary duplicates, and so on.

I must say, these are smart people we share class with?professionals representing various positions in the communications field across many different disciplines, which is why the perspective that is brought to the class is always an unpredictable, yet interesting one. I?d venture to say that the social media aspect of all of this certainly added a bit of contemporary flair to the assignment considering the degree to which this ?movement? is heading. I particularly think that using social networking web sites for this exercise, like Facebook, MySpace, Bebo, and Xanga, for example, could especially be helpful to the DM in terms of capturing e-mail addresses, specifically, from web sites that are seeing more action than ESPN.

So, dare I ask?did we miss anything?

Do share your suggestions!

-J

We?ve graduated?we?ll, at least from what school used to be

Sat, 26 Jan 2008 06:36:13 EST

Week 1

Gone are the days of yore. When beer pong, all-nighters and no classes ?til noon helped to guide us through our undergrad days until that magical day?graduation. I?m sure at the time it?s all we thought could be accomplished in our academic lives. Unless, of course, your like me and enjoyed the moment for oh, about a minute, because you knew there was so much more to learn. It?s kind of like when Charlie Sheen says in one of my favorite movies, ?I never knew how poor I was until I started making a little money.? Only, in this case, I never knew how little I actually knew until I started learning. (By the way, if you can guess the movie, you get the acclaimed ?Movie Star of the Week? award?yes, I just made that up).

So, I?ll try to get off my soapbox now and get on with my first week of class. Charged with providing insight regarding the speed with which Direct Marketing (DM) is growing, and thoughts on whether or not it would continue, class was pretty tolerable as Prof. Vanides eased us back into our nine-week DM journey. I suppose it?s what one might expect during the first week, which, in all honesty, I can say was relieving?after preceeding weeks of ambivalent anticipation about the nearing new semester. It was both excitement and trepidation sandwiched together between a hearty slice of work-related anxiety and a matching slice of a further dwindling social life. Might as well throw in a full glass of my Pug peeing on the carpet to wash the food down with, if you?ll pardon the imagery?must have lunch on the mind for some odd reason.

Anyway, the advent of the online-only program compared to the traditional desk and chair, has surely removed any possibility of coercing your professor to donate a generous extension if you?re?for whatever reason?falling behind in your studies. So, save the sob story. It?s the one difference that may make the average undergraduate cringe, but for yours truly and countless others in the IMC program, I?d venture to say that those iron-clad deadlines are what keeps us grad students ahead of the eight ball.

The week brought together those students in a forum fraught with energy, rich conversation, and some fairly deep insights. The truth is, the class consensus agreed that DM is moving with much more speed and success than traditional advertising. The assignment was no 20-page final, but for the first week it did take some thought to assemble a cogent argument. In a united front, despite the geographic and professional diversity of 17 perfect strangers, the class consensus moved that:

1) Life is exceedingly complex. Consumers have far less free time than ever, which means even less time spent on marketing efforts.

2) Technology is booming. The proliferation of the Internet is breeding more innovative and creative DM strategies. In addition, computers are enabling Direct Marketers (DMs) to employ more targeted campaigns, at lower cost, with less errors, and thus, with a higher potential ROI. Wireless technology advances are deepening consumers? need to stay connected?a boundless opportunity for DMs.

3) Consumers want to be touched. Demands for personalization in communications is rising as people vie more and more for a closer ?connection? with brands. Those companies that ?heed this need? will surely enjoy a greater loyalty to their brand(s).

4) DM is measurable. Lessons can be learned and campaigns can be enhanced for future launches.

Blogging about this experience is a rarity and a special privilege?even if I?ve an audience of one (you know, they say if you can reach one, you?ve accomplished something?at least that?s what I tell myself). But, an interesting phenomenon is this: I can?t blow-off reading my classmates? discussion postings anymore (if I were tempted). I mean, let?s get real for a second. With so much on our plates at any given moment, it?s easy to ?read? all of our classmates? insights without actually reading them, while still receiving credit. It?s tragic in a way, but I can?t be the only one who has willfully give into utter fatigue and fallen victim on more than one occasion.

My recommendation is for everyone to impose an embargo on this practice forever! Make the time?as infrequent as spare time is nowadays?to truly engage in the intellectual banter that takes place during the weekly discussions. Put your best foot forward as each week presents an opportunity to express your unique, yet valuable and views. I?ve committed to this and I?ve taken away more this week than I might have otherwise.

-J

Welcome to the IMC Blog?Jamie-style!

Fri, 18 Jan 2008 13:13:26 EST

So, there I was a bit flabbergasted (I don?t think I?ve ever actually written/typed that word before, so perhaps I?ll start a rule to use a new word with each post – okay, done) then later honored that Chad Mezera (he runs this whole IMC thing at WVU) had selected me as the fourth official IMC blogger?I swear I did not bribe him!

What does that mean to you? Well, for the next nine weeks or so, I?ll be reflecting openly and honestly on my experience to you all?prospective and current students?in an unrestricted effort to paint a REAL picture of what you can expect (the good and the not so good) from the IMC 616 Direct Marketing grad course (taught by Alexia Vanides) in REAL time. I may inject some of my own personal trials as well, as most of us are juggling underpaid jobs and limited social lives, in addition to working feverishly to advance our education.

That said, allow myself to introduce, well myself. My name is Jamie Pachomski. The jury is till out on whether Pachomski is Polish or Ukrainian, but either way, I?ll still respond to Jamie, Mr. Pachomski or Hunny, but of course that?s reserved for my wife. The dishes are making a funky, ceramic mountain in the kitchen sink, so here?s the short of the long about me:

After serving honorably for three years as a psychological operations specialist in the U.S. Army?s elite special operations branch located on Fort Bragg (North Carolina), I returned home to Rhode Island where I wholeheartedly leapt back into the swing of pursuing my college education. Three more years went by with lightning speed and I received a bachelor?s degree in communications with a specialization in public relations from Rhode Island College. It wasn?t enough, nor was Rhode Island for that matter.

In the months leading up to my graduation, I had spent a great deal of time researching graduate programs all over the country in journalism and IMC. In the ensuing two weeks after graduation in May 2004, this now-31-year-old found himself driving to Chicago with a job (marketing/public relations coordinator for Hospice of Northeastern Illinois), graduate assistantship in journalism (Roosevelt University) and new courses waiting for me. The job thing worked well for about a year and a half, as did school (after a skipped semester), but the assistantship didn?t ? I had to decline. Much to my dismay, the school made the decision for me that I couldn?t handle all three.

In September 2005, my then girlfriend/fiancée/now wife, who moved out to Chicago seven months after I had originally (we were on a break!), finally got the call from CCRI – a school here in Rhode Island – that her nursing slot (after a sluggish, two-year wait) was officially available for the following spring semester. A month later, it was bye-bye Windy City, hello again Lil? Rhody.

Upon our return, I landed a job as a public relations specialist with FM Global – a worldwide Fortune 500 commercial and industrial property insurance company. As I mentioned in my Question 1 posting this week for class, I?ve learned a great deal about how different the proverbial ?Corporate America? culture is to that of a small non-profit. To my advantage, however, I have duly learned about how to enthusiastically adapt, and more so how to become a better public relations strategist, rather than simply?an order-taking tactician! I?ve worked on projects like promoting our company?s new fire prevention grant program developing, implementing and managing public relations strategies for the company?s forest products division; building a speaker?s program to support the company?s local workforce recruitment plan; and the list goes on?press releases, case studies, media coaching/pitching/relations, feature articles, award nominations, and so on. Most recently, I got involved in managing client/corporate relations during the development of client profiles for our company?s annual report, which, like my other responsibilities, has given rise to much more travel than I and my supervisor had ever expected. For example, I turned in my team?s final project during my last course (Brand Management) from Stuttgart, Germany?where a last-minute business trip took me all over Europe (Amsterdam, Germany, Sweden, France and the UK) one week before Christmas! Lesson: Life, especially work, does not stop just because you have a final to complete.

I suppose I?ve told this now way-too-long story to help you get better acquainted with me personally, but also to help you reflect on your own story, as we all have one to tell. I think it helps sometimes to take?if for only a moment?time to recognize that really, in large order, we?re all sailing similar boats. It?s that common ground that we all have when starting something new like a relationship, job or some other new endeavor?not to mention the sometimes arduous experience of pursuing a master?s degree.

So, share your story with me and with others during the next nine weeks. Feel free, as in previous blogs, to ?Ask Jamie? anything about the IMC 616 Direct Marketing course, the IMC program in general and anything else that comes to mind. I?ve presented some thoughts (and personal insights) to ponder during the next week below. Perhaps we can all learn a thing or two from each other.

Best of luck to all for the Spring 2008 semester!

-Jamie

How do you prepare for a grad course in the IMC program?

It?s all about organization. I try to get all non-school-related matters in order (bills, any lingering errands, work, etc.) in an effort to mitigate any undue stress as much as humanly possible. My wife and I also plan our meals during the week and assign each other ?cooking? nights based on our busy schedules. I have found that the more prepared I am in advance of a class, the more effective I can be when participating in the weekly discussions and writing assignments.

How do you balance life, work and school?

It?s isn?t easy, but it is necessary. I think it?s best to heed to a respectful schedule that takes your work, school and personal life into account, as well as your health. Lack of balance is sure to catch up with you if not properly managed.

How do you cope with stress?

Remove as many distractions as possible whether it be in your life or in the moment when studying or writing. Shut off the TV. Put on music that relaxes you – I?ve found solace in Yoga music. Though somewhat costly, invest in a set of earbuds for your IPod, Mp3 or CD player. They are designed to block out noise. Believe me, in a one-bedroom apartment?populated by two humans and three very active dogs, this is a worthy investment! Exercising is great, too ? even if it?s only a 10 or 15-minute walk. I?m told that exercise releases endorphins. And endorphins make people happy. Can you guess the movie I stole that one from?