The Challenge:

With a series of service innovations, Aerial Communications had made inroads against bigger, better-known competition in wireless communications. Aerial sought to enhance its position and turned to Kobie Marketing for help creating a customer loyalty reward program and customer retention strategies to recognize, reward and retain its best customers.

The Solution:

Careful data analysis revealed that the best Aerial customers were predominantly young professionals with upscale tastes and aspirations. Facing a very ambitious timeline, Kobie created Aerial Above & Beyond, a customer loyalty marketing and retention program built on upscale rewards from more than 200 sources. To differentiate the loyalty reward program, Kobie focused on rewards across these categories: theater and performing arts tickets, hot clubs and events, trendy restaurants, and other rewards the young professional segment found attractive.

In addition, Kobie worked with local vendors to add a series of personalized "high-points" events to the reward roster: an ultra-chic catered Super Bowl party, a round of golf for four at an exclusive area golf club, a private cigar sampling and dinner at a top restaurant, to name just a few.

The Result:

Remarkably, Kobie was able to achieve significant economies by creating member materials that shared common elements, yet were customized to each member’s local market. It would have been simpler, of course, to create just one program, but that isn't the Kobie way. We know that member involvement drives member retention, and involvement comes only when offers are truly tailored to member needs and interests.

Kobie insight and experience in customer retention analysis paid big dividends to Aerial. In a customer retention campaign designed to increase lifetime value, customers were chosen to receive direct mail offers based on multiple variables, including their specific spending level and their length of association with Aerial. In another direct marketing effort designed to generate customer reactivation, offers were tailored to the customer's calling plan, market and contract terms. And, Kobie developed and tested multiple programs to generate incremental revenue, working from customer demographics and other segmentation data.
 All of which shows that when compelling creative meets shrewd data analysis, the results can be impressive indeed.

For a FREE customer loyalty or retention program assessment, contact one of our customer loyalty and retention experts.