This Week's Herman Trend Alert Purpose Emerging as Important Driver of Engagement

The Herman Trend Alert December 1, 2010 Trends in Customer Loyalty Very recently, Loyalty 360, The Loyalty Marketers' Association in Cincinnati, Ohio issued its 2011 list of key trends. In this Herman Trend Alert, we highlight four we believe will be most important for the coming year. "Loyalty will focus more on emotions than on rational, incentive-based initiatives." According to behavioral economists, economic decision-making is 70 percent emotional and 30 percent rational. Thus, the loyalty programs that touch us emotionally will work the best; those that focus on the emotional side of the decision making process will create connected, passionate, and engaged customers. Expect to see more emotional appeals that involve our families, relationships, those in need, etc. "Companies will increasingly look at how customer engagement and employee engagement [can] work together to drive bottom line results." In 2009, we wrote about a Gallup study that quantified the impact of customer and employee engagement. The study found the companies in the upper half on both customer- and employee- engagement get a 240 percent increase in bottom-line results. Marketers know it pays to invest in employee engagement! "Marketers will integrate social gaming into their loyalty initiatives." Social gaming has become a pervasive activity across practically all generations. AllFacebook.com reports there are now 200 million people playing games on Facebook every month. Moreover, 24 of the games have more than 10 million users each per month. The level of consumer participation that can be achieved through gaming greatly exceeds what professionals may expect from traditional incentive-based marketing, especially. And as if that weren't enough, this sought-after participation builds lasting relationships, engagement, brand affinity, and brand loyalty. "Cause-related marketing/corporate social responsibility (CSR) programs that are aligned with strategic corporate goals will effectively drive loyalty --- especially with Millennials." According to a recent survey social and environmental causes had a significantly greater influence on the purchase decisions of Millennials than other generations. Marketers looking to win the hearts and minds of 18- to 34-year-olds’ will begin with social and green issues; 85 percent of Millennials said they would switch brands because of this kind of marketing and 73 percent said they would try a new brand. © Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Roger Herman and Joyce Gioia, Strategic Business Futurists. (800) 227-3566 or http://www.hermangroup.com. The Herman Trend Alert is a trademark of The Herman Group, Inc." WHO SENDS OUT YOUR NEWSLETTERS? We are convinced there is no better choice than ours! We have happily used DataBack Systems to deliver The Herman Trend Alert for over 10 years and. Visit their website (http://www.databack.com) or call Byron directly at 503.941.0427. You'll be glad you did. IS YOUR EMPLOYER AN EMPLOYER OF CHOICE®? Our effective, onsite seminars, workshops, and consulting can help you get there. We offer 1-, 2-, 3-hour, and full-day programs to help you communicate what it takes to become an Employer of Choice® and inspire your folks to get it done. In the future, being an Employer of Choice® will not be optional. Call Carol at 336-210-3547 to arrange a no-obligation conference call. Or order the electronic version of the Employer of Choice book on your desktop for only $17.80 @ http://hermangroup.com/store/books_all.html#2. STRUGGLING TO FIND THE PEOPLE YOU NEED? VETJOBS CAN HELP! Recently, hundreds of thousands of jobs remain unfilled due to a lack of capable people. If you are looking for qualified candidates, you need to hire a veteran using VFW-sponsored VetJobs, the largest military employment site on the Internet. Thousands of returning veterans are looking for good jobs now. Mention this ad in The Herman Trend Alert and receive a 10% discount on job postings. Call Ted Daywalt at 877-838-5627 or inquire at info@VetJobs.com. Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers. New subscribers are welcome. There is no charge for this public service. The Herman Trend Alert is received by over 30,000 subscribers in 78 countries, in addition to other websites and printed magazines. Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Trend Alert service. Click here to sign up for the Herman Trend Alert. Subscribe or Unsubscribe to weekly Herman Trend Alert View this week's Herman Trend Alert Archived Weekly Herman Trend Alerts

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