Companies have always looked to instil loyalty in their customers. It’s an invaluable way of increasing customer retention, generating incremental revenue and growing a business.

Loyalty can be encouraged through a variety of methods, including e-marketing, offering consumer rewards and demonstrating excellent customer service. But perhaps the most effective way of forging a lasting relationship with your customers is by asking for, and acting on, their feedback.

With this in mind, The Rocket Marketing Group present their 5 Top Tips for generating and utilising customer feedback. (more…)

With VAT set to rise to 20% in 2011, the retail sector will welcome the news that online sales jumped by 22% in May, compared to 2009 levels.

The online market has become a key sector for businesses, in part due to the financial limitations imposed by the recession. Companies have found marketing and selling their products online to be a very cost effective way of generating revenue and attracting customers, with the latest figures showing that shoppers spent £4.5bn online during May alone.

The research, conducted by the International Media Retail Group (IMRG) found that companies who utilised a range of sales channels had the most success. For example, retailers with both physical stores and online facilities saw year-on-year sales rise by 28%, compared with a rise of just 1% for online-only retailers. (more…)

With Brits spending more and more time holidaying at home on ‘staycations’, we wanted to explore the UK and Ireland to find our favourite city break destinations, seeing what there is to entice tourists there and which businesses are potentially profiting from this increased trade. There are so many different areas in the UK and Ireland, each individual in what they have to offer tourists. And as companies such as The Rocket Marketing Group launch discount clubs like the 241 Hotel Club, which gives members 2 nights for the price of 1 at over 300 hotels, the UK and Irish tourism trade really can now compete with the rest of the world for offering affordable yet interesting and unique holidays.

Bournemouth

Famous for its expansive sandy beaches and warm south coast climate this is a popular destination for old and young alike. There are plenty of attractions, many focussed around the seafront, making it a major competitor to the traditional beach holiday abroad. Providing the sun stays shining tourists can spend hours enjoying the beach for free. Every business from ice cream vans to clothes shops and restaurants benefit from visitors who can spend money that they’ve saved by getting 2 nights for the price of 1 at their hotel.

Brighton

Or London-by-the-sea as it is known is a bustling seaside resort with plenty to entertain tourists both on and off the beach. In sunny weather the pebble beach is very popular as are the galleries and eateries that sit along the seafront. There is the famous pier with rides and bars plus quirky independent shops that benefit from the busy holiday seasons. There is still plenty to do when the weather is not quite so good such as busy bars, nightclubs and comedy to name just a few. This will always be a popular resort but with cheaper hotel accommodation such as 2 for 1 at Holiday Inn, or Rottingdean, White Horse, people are freed up to really enjoy everything Brighton has to offer.

London

The capital of Britain has activities and sights to interest everyone so people travel from far and wide to see this exciting cosmopolitan city. Traditionally known of as an expensive destination this puts some people off visiting, but with cheaper accommodation like 2 for 1 at Earls Court Holiday Inn Express or further south at Kingston Lodge plus consumer incentives and discount clubs, attractions such as the world-class theatres, galleries, shopping, restaurants, the London Eye and Madame Tussauds become accessible for more people. This city is a great alternative for people who might normally take a break in Paris, Rome or Barcelona.

Cambridge

As one of England’s most treasured historic university cities, Cambridge is a fascinating place to visit. Again, great on a sunny day as you can meander the streets taking in the beautiful architecture, punt down the river or join the locals and go for a cycle. But there’s also plenty to do inside from world-renowned exhibitions, theatres bars and cafes that will benefit from an increase in tourism. This can be achieved by presenting consumers with an affordable romantic break accommodation like 2 for 1 at Cambridge Crowne Plaza.

Manchester

This is just one of the North West’s interesting and vibrant cities, with a reputation for great nightlife including music, theatre and restaurants. This city gives tourists a good time all year round they visit. There are lots of tourist attractions that reflect the strong character of the city such as the working people’s museum and Urbis – a new kind of museum. As in all of the cities featured, all of these attractions would benefit from increased visitor numbers.

York

A beautiful historic city with many unique features, the magnificent Cathedral, Roman city walls, numerous exhibitions and winding streets with independent shops means tourists are spoilt for choice. It can be a romantic getaway or fun-packed and educational holiday destination for all the family. The city caters well for tourists and there are discount clubs and consumer incentives that give savings which could help increase visitor numbers and as a result benefit the city hugely.

Edinburgh

Edinburgh is another city that is geared towards tourists – one of the most popular cities in the UK. The interesting history and many unique and original architectural features make it one of the country’s most beautiful places. There is so much to do all year round and one of the world-famous festivals is a must-see for anyone, as well as sampling some of the regional food and drink specialities. Cheaper hotels or deals such as 2 nights for the price of 1 at Edinburgh Royal Mile Holiday Inn Express may prompt people to plan the trip they’ve always thought of.

Cardiff

Wales’ capital and largest city is a good mix of the heritage of the old and the progressive new. Cardiff is a bustling and interesting city at the heart of this proud country. The tourist attractions range from the historic Cardiff Castle to the modern and monumental National Assembly for Wales and Cardiff Bay, as well as lots of beautiful shops – all of which would benefit from a rise in trade.

Belfast

Belfast makes for an interesting visit with its castle and Victorian heritage, including Botanic gardens plus entertainment at the Grand Opera House or family attractions like Aunt Sandra’s Candy Factory. It’s also a good base to explore the rest of Northern Ireland including stunning natural sights such as Giants Causeway. Tourists can use offers such as the 241 Hotel Club so they can enjoy the beauty that Northern Ireland has to offer.

Dublin

Dublin is the Irish capital and a city that promises everything – an exciting nightlife with trendy bars, traditional pubs and live music plus lots of family attractions and access to some beautiful scenery. This has always been a popular destination all year round but it can be expensive. Discount clubs, consumer incentives and savings on accommodation such as Dublin Blanchardstown Crowne Plaza, could really help more tourists enjoy this complete holiday destination.

These breaks are all unique and the attractions in various locations appeal to a wide selection of people. The diversity of such a small area is what makes the UK and Ireland interesting places for anyone to explore. The 241 Hotel Club offers 2 nights for the price of 1, making it a product with mass appeal and can be used effectively as a consumer incentive, staff benefit, sales promotion tool plus much, much more.

So why not support British tourism while taking advantage of this powerful new promotional incentive? The 241 Hotel Club is available to purchase so if you would like to find out more Contact Us.

Offers correct at time of publication and subject to terms and conditions.

There have been many surveys and reports this year indicating an increase in the number of British people taking their holidays in Britain. Travelsupermarket.com conducted research back in July, showing that 50 % of British holiday makers said that they were most likely to book a holiday in Britain in the next 12 months. The ‘staycation’ as it has been dubbed is a new fashion that is fantastic for the British economy. But as we begin the ascent out of recession, can the British hotel trade continue to compete with the allure of foreign holidays that offer the probability of good weather and escapism from our everyday life?

It’s unfortunate that it has taken a recession for British people to discover that Britain has the kind of diverse landscapes and cultures that can be just as enjoyable and interesting as flying abroad for a holiday. Maybe the good experiences of this year’s holidays will encourage British holiday makers to have a staycation more often. But this element cannot be relied on too heavily as summer memories will soon fade as the winter sets in.

Some of the most popular city breaks in Britain include London, Edinburgh and Brighton. These destinations have seen visitors descend on them this summer giving the tourists a taste for the theatre, historic sites, theme parks plus regional food and drink specialities. Most of these activities don’t rely on sunshine so could survive as an addition to the annual summer sun break or as an interesting alternative to spending hours sleeping on a beach.

The increase in the British tourism trade this year has been in direct response to the recession but we mustn’t forget that it is only in the last 20 or 30 years that foreign travel has become financially possible for the average British family. The rise in cheap package holidays to countries such as Spain and then the increase in budget airlines selling flights abroad for less than it costs in train fares across the country has contributed to British people travelling further a field than British holiday hot spots such as London, Brighton and Blackpool. But as eco/green issues become more widely understood, airport taxes continue to rise and the budget airlines start to fold, this era of cheap foreign holidays could soon be over.

So if British resorts and cities remain competitively priced surely this will contribute significantly to Britain being able to compete with the popular destinations abroad? Hotels have traditionally been the most expensive element of any British break so a consumer incentive that focuses on hotel discounts, whether stand alone or part of a discount club would be a useful sales promotion technique for encouraging the Brits to think twice about holidaying abroad.

A recent sales promotion idea has seen The Rocket Marketing Group launch the 241 Hotel Club. This discount club offers members 2 nights for the price of 1 at major hotel chains including Holiday Inn, Holiday Inn Express, Crowne Plaza, Old English Inns and Brook Hotels, giving members the choice of over 300 hotels across the UK and Ireland. The 241 Hotel Club is a discount club that has been created by The Rocket Marketing Group and will initially be given as a reward to members of its loyalty and membership programmes. The 241 Hotel Club is also intended to be sold as a consumer incentive for other businesses as it is an impressive sales promotion tool that could encourage customers to buy certain products/services. This discount club would be suitable for almost any consumer incentive or employee benefit as it’s a product that most would be interested in whether they are young or old, rich or poor, prefer city breaks or countryside retreats.

There is so much to see, do and be proud of in the UK and Ireland and any initiative that illustrates this and makes it accessible for more people to enjoy, will help the recession hit UK and Ireland.

For more information on our loyalty and membership programmes/discount clubs or if you are interested in purchasing the 241 Hotel Club as a consumer incentive or employee benefit sales promotion tool please Contact Us.

Offers correct at time of publication and subject to terms and conditions.

The Rocket Marketing Group has developed a new hotel club, giving members 2 nights for the price of 1 at a range of hotels throughout the UK and Ireland. Working with major hotel groups, Rocket has created the 241 Hotel Club which includes over 300 hotels. Members can stay at the hotels as often as they like for the 12 month membership term. It’s a fantastic opportunity for 241 Hotel Club members to travel and see the fantastic and varied attractions the UK and Ireland have to offer. With consumers cutting back on their spending, this year has seen a rise in the amount of people taking holidays in the UK and Ireland rather than travelling further afield for their annual break.

Andy Huggins, Managing Director of The Rocket Marketing Group commented: “The climate is perfect to create a fantastic new hotel club. The 241 Hotel Club gives members the opportunity to take a break without having to worry about spending too much money, making short breaks more accessible. It’s also great exposure for the hotel groups involved. They get to market their product, encouraging customers to stay at their hotel. This is a strong marketing tool for the hotel groups.”

The 241 Hotel Club will initially be given as a reward to Annual Members of Rocket’s core membership programmes. Members will be provided with a directory from which they can choose their hotel. Hotel bookings are made directly with the hotel by contacting the hotel group directly, quoting the relevant promotional code.

For anyone interested in purchasing The 241 Hotel Club or for more details visit the website at www.241hotelclub.com or Contact Us.

It seems like all people want at the moment is the cheapest deal, and that lowering prices and putting huge sale posters up is the only way to entice consumers into a shop/business. But with sale savvy shoppers and the help of internet comparison sites how far can this go? Have prices finally reached rock-bottom and how has this aggressive discounting damaged the perceived value of these items/services? Have we allowed the financial panic to reduce brands’ value? The possible recession solutions have raised so many questions for marketing professionals and as we start to see light through the economic gloom the answers are starting to become clearer.

In hindsight it seems short-sighted of businesses to look at aggressive or competitive discounting as the complete recession solution, for example will Pizza Express ever be able to return their prices to the level they were 2 years ago? Many people only visit Pizza Express if they have a 2 for 1 voucher because there’s always an abundance of vouchers online and you can basically download them whenever you like. A lot has changed from 2 years ago when the brand was known to belong in the upper level of high street chain restaurants, to now when you might think of it as a discount Pizza restaurant. It has not only changed our perceptions of the price but also with it the type of people who eat there – in many people’s view it’s not the experience it once was. By heading such an onslaught of discounts, this recession solution has effectively but gradually and probably unintentionally rebranded their business and the brand value has suffered.

Another example of this recession solution is Waitrose, who introduced their Essentials range, giving customers the opportunity to buy quality produce at a low price. This was in response to reports that supermarket shoppers were switching to own-brand goods to save money. Waitrose has always been known as a more exclusive supermarket and this is surely the primary reason people are brand loyal and choose to shop there; so if people are prepared to pay a premium for your products why change that? Waitrose positioning themselves using the same marketing techniques as less aspirational brands was always going to pose the risk of missing the target market. It’s still early days but isn’t it potentially damaging to long term profits if the brand were to be devalued any further or reach the point where their identity was forced to change as Pizza Express’ has?

These are just two questionable aggressive discounting decisions but they are definitely not alone. Is it therefore possible to give customers what they want whilst marketing your business out of the situation? Reducing the price does tap into the mood of the nation but there are ways to do this which make the discounts appear exclusive rather than the norm. Surely this is less damaging to perceived brand value?

Discount hunters often belong to externally managed loyalty and membership programmes or discount clubs that offer their members’ discounts on a variety of products and services. The discounts offered are seen by members of the discount club as a privilege and the brands’ value remains higher than the discount price.

A good example of this is Champneys Health Resorts which is a company offering premium pampering breaks. It’s important that they remain as an elite product because that’s what makes the product/services appealing, so to aggressively discount them would damage the perception of exclusivity. This doesn’t mean that the recession does not hit their business as it has other businesses but they have to approach discounts in a different way. Champneys have chosen to put a select few offers on their website but also offer a discount to members of The Rocket Marketing Group’s loyalty and membership programmes. The brand is still seen as luxury because the offers are presented in a way that makes customers feel like the discount is special.  The 15 % discount they offer The Rocket Marketing Group’s loyalty and membership programme club members is a great offer and has prompted a number of redemptions.

Businesses use loyalty and membership programmes to market their brands to consumers who are specifically looking for a special offer, enticing them to become brand loyal. The idea being, that the members of the loyalty and membership programme or discount club will become brand loyal to the businesses within the savings clubs by giving them what they want in a controlled way. These savings clubs are often offered to businesses as a free marketing option with the proviso that they offer club members a discount on their brand.

The Rocket Marketing Group operates a number of loyalty and membership programmes helping businesses create brand loyal consumers, driving both retention and revenue.

Contact Us for details of how a loyalty and membership programme (discount club) can work effectively for your specific businesses.

Offers correct at time of publication and subject to terms and conditions.

We understand it can be hard to know how best to pass on a discount to your customers, making sure the right people use them and become brand loyal. Below we discuss some of the most popular ways for businesses to offer a discount.

3rd party discount club

Loyalty and membership programmes or discount clubs are a good free marketing and sales promotion solution that enables brands to pass on an exclusive discount in a controlled manner. Discounts on the brand are only available to a closed group of people meaning the value you are giving them feels exclusive. It’s an excellent way to pass on an exclusive discount and encourage customers to create spending habits with your business, become regulars and eventually brand loyal. Loyalty and membership programmes or discount clubs are generally a free marketing tool for businesses; all you have to do is offer an exclusive discount for the members of the discount club. It is an excellent way to raise brand awareness and because it is a controlled, free marketing option there is minimal risk involved.

Discount cards

This is a widely recognised media in sales promotion used to pass on an exclusive discount to customers. Any company whatever their size or marketing budget can encourage return business through this technique, from independent hairdressers to multinational chains. This is a strong way to encourage a repeat purchase to a targeted section of consumers who are already likely to have experienced your brand.

Popular high street rental store Blockbuster worked with The Rocket Marketing Group  to develop a 2 for 1 Movie & Game Rental Card which is initially being given to members of Rocket’s Entertainment Club. The Blockbuster 2 for 1 Movie & Game Rental Card is also available for other agencies to buy from Rocket so they can use it for other partnership marketing offers/ staff incentives etc. It benefits Blockbuster as it drives loyalty to their stores throughout the UK rather than competitors. For the customer it feels like an exclusive discount because they have to show the Blockbuster 2 for 1 Movie & Game Rental Card in store when they make their purchase. The card is distributed to an initial active membership base of over 30,000 people so the targeted captive audience is considerable, heightening the chances of marketing success.

Rocket also promotes similar products like the Paris Pass and London Pass that offer discounts on multiple products/services like public transport and attractions. Plus the popular 2-4-1 Beautiful Britain which gives members of The Home & Garden Club access to some of Britain’s most beautiful gardens.

Loyalty rewards

Everyone likes to receive something for nothing so to reward a customer for using your products/services is a good way for them to gain a positive association with your brand. An exclusive reward such as a free product or even something like a free flight to Europe helps members to feel that they have received added value for purchasing a brand. A good example of this is when members of The Big Savings Club are offered a number of free rewards including a free flight to Europe for taking a trial of the club. This sales promotion technique entices people to extend their membership and also gives them a positive experience of the brands involved and the experience of using the club. In effect they get a free flight to Europe for being loyal to the brands within the club. This reward is provided by the savings club but is linked as a reward to the brands within the club. A free flight to Europe is only one of the rewards brands could offer to customers, there are also smaller ones that don’t offer as much added value but can act as unexpected special treat, such as a free mini beauty treatment.

Similar models also include points collection discount cards such as Nectar, customers can build up their discount by being loyal to their brand and those associated with them. Though this is a variation the end result is the same.

Discount voucher

Discount vouchers are another popular sales promotion technique and can be distributed in a number of ways. Some of the most popular include offering an exclusive discount through in store promotions, e-shots or loyalty and membership programmes. Discount vouchers or coupons did have a stigma attached but in recent years but as the credit crunch hit Britain they’ve become mainstream again. Giving discount vouchers away in store is a good way of rewarding existing customers and making sure they remain brand loyal but can fail to entice new customers. E-shots have been used more and more over the last few years but can be passed on to too many people and encourage too much redemption from bargain hunters. Loyalty and membership programmes give discount vouchers to a large closed group of active members who have specific interests such as entertainment or DIY. Discount vouchers distributed in this way not only appeal to existing customers but also to a selected closed group of potential new customers. To distribute the voucher through a loyalty and membership programme or discount club is a free marketing solution as the voucher is produced by the club for its members.

If you would like more information on free marketing through loyalty and membership programmes and discount clubs or exclusive rewards such as the Blockbuster 2 for 1 Movie & Game Rental Card and free flight to Europe please Contact Us today.

Offers correct at time of publication and subject to terms and conditions.