Moving beyond transactional rewards programs to create true brand affinity has the been goal for many brands operating in the customer loyalty space. While transactional programs have benefits, experiential programs offer the promise of differentiation in a cluttered market. The Family Coppola, a company that offers wine, spirits and unique experiences has decided to focus on experiential rewards to drive deeper emotional engagement with its customers. One of the main strategies the company has undertaken is to treat customers like family members.
In a session at Loyalty Expo 2019, Jennifer Leitman, Executive Vice President of Marketing at Francis Ford Coppola Winery, will discuss how her company is emphasizing emotional connections.
Key Takeaways:
- - Building internal and external brand advocacy – from your top employees to your best customers
- - Leveraging unique experiences to drive emotional commitment
- - How Coppola customized the customer journey to continue to be more relevant and engaging to their diverse audience