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Agenda & Speakers

How IC Group’s LoyaltyLIFT, Stash and Omaze Use Incredible Prizes to Drive Massive Member Engagement While Dramatically Reducing Loyalty Points Liability

The opportunity to earn desired rewards and benefits over time have always been the bread and butter of loyalty programs.  
And marketers have always known that big, attention-grabbing promotion prizes effectively drive desired consumer behavior.
This session will show how the intersection of loyalty and promotions can drive desired member behavior to deliver extraordinary results.
In this session, we will share how promotions built around massive prizes
  • - Generate buzz and brand affinity, capturing the imagination of members
  • - Drive consumer engagement by making points valuable and motivating to program members, regardless of their point balances
  • - Accelerate burn of points otherwise left on program balance sheets
And all of this, while dramatically lowering the cost for each point redeemed vs. base program metrics.
We will talk about how Stash have succeeded with this approach.  And we will introduce Omaze to the world of loyalty marketing and show how their unique, once-in-a-lifetime prizing (e.g. John Legend singing at your wedding, beer and pizza with Ben Affleck, Matt Damon and Tom Brady, or attending the Game of Thrones Season 8 Premiere Party with Emilia Clarke), never available to loyalty marketers before, can drive success even beyond million-dollar prizes.
Key takeaways for session attendees are:
  • - Consumers are attracted and motivated by valuable and unusual prizes
  • - Costs for extraordinary prizes can reasonably fit into a properly designed program, driving a multiple of dollars saved to dollars spent on the program
- The ideal rewards mix for loyalty programs should be the standard earn and burn of benefits and catalogue combined with attention grabbing promotional accelerators built around amazing prizes.


Dale Sperling, Chief Marketing Officer, Stash

Dale serves as CMO at Stash, the financial platform revolutionizing the way millions of Americans save and invest for their future. She is responsible for driving the growth and retention channels for one of the fastest growing financial platforms in the U.S. Dale has more than 20 years of marketing experience across Fortune 500 brands, including Time Inc., AOL and The Walt Disney Company. Dale currently resides in New Jersey with her husband and 4 children.

Kelly Crerar, Loyalty Strategist and Partner, IC Group

Kelly is a loyalty strategist, entrepreneur & partner at IC Group.  With over 20+ years of promotion and loyalty experience working with the largest global brands and international sports organizations, his expertise in developing loyalty economies, managing rewards liability and developing engagement solutions has allowed IC Group clients to save millions of $ annually while driving billions of exciting engaging moments between consumer and brand. This past year Kelly opened a 20,000SF Indoor Beach Volleyball Centre restaurant and bar, with over 10,000 consumers monthly Kelly continues to be at the forefront of loyalty and customer experience.

Ryan Norys, SVP Revenue & Partnerships, Omaze

Ryan joined Omaze as Senior Vice President, Partnerships in February of 2019. In this role, Ryan oversees business operations and partnerships. During his 10+ years in the Sports industry, he has assumed leadership roles with the Los Angeles Dodgers, Miami Dolphins where he played an integral role in the negotiation of the Stadium Naming Rights Entitlement partnership with Hard Rock, which is the 2nd largest team deal in the NFL. Ryan has also worked internationally with Manchester City FC in London and he has helped open new stadiums for the New York Yankees, New York Giants and Jets as well as the San Francisco 49ers. Ryan is originally from California and a graduate of George Mason University.

Stephen Greifer, SVP Business Development, IC Group

Steve Greifer has enjoyed over twenty-five years of success in organizations ranging from top agencies (including Digitas and Ogilvy) to technology leaders (including Google). He has a proven track record of meeting client objectives through integrated marketing solutions built with traditional and digital marketing tools and capabilities.  He has a deep expertise in digital and promotional marketing, and an equally strong background in affinity marketing across sports, music, and entertainment.
He has served a wide range of roles, including President of General Manager of experiential marketing agencies, CEO of an early e-commerce site, and the leader the Google agency sales team that partnered with Publicis agencies.  He also led Google’s sponsorship efforts in North America, working closely with clients, properties, and the YouTube team. 
As SVP of Business Development at IC Group, Steve works on developing, customizing, selling and servicing its offerings for client success. 

Agenda Overview

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