Agenda

DAY ONE — Wednesday, September 15, 2010

Golf Scramble
8:00 AM-1:30 PM
Sponsored by Smart Button (pre-registration required). Meet your fellow delegates in our Scramble Golf Tournament on the 18-hole championship golf course.

Two Decades – One Night. A Welcome Reception
7:00 PM-9:00 PM
You’ve registered, unpacked... now it’s time to unwind. Come help COLLOQUY celebrate 20 years of loyalty thought leadership with a trip through time. Meet your hosts and fellow delegates over drinks and dinner on a time continuum that spans the music, the fashions and fare of the 90’s, through to the cool, sleek, sushi chic of the 00’s, and beyond.

DAY TWO — Thursday, September 16, 2010

Registration Opens
8:00 AM-8:30 PM
Continental Breakfast Served

General Session
8:30 AM-9:00 AM
The Three Rs of Loyalty in a Changing World – Meeting Change with Rewards, Recognition and Relevancy
Bryan Pearson, President, LoyaltyOne
As the leading channels of information are increasingly splintered and sidelined by emerging mediums, connecting with the consumer has become an equally fragmented task. Reaching consumers in a meaningful way today entails not just technological innovation, but expansion into new, non-traditional industries as well as into the public conscience. It requires the three R’s of loyalty: Rewards, Recognition and ­– most important for future success – Relevancy.

Bryan Pearson, President of LoyaltyOne, will discuss how recognition and rewards can inspire consumers in a variety of new categories that are the next frontier for marketers. Loyalty, for instance, can encourage consumers to make socially responsible choices that benefit the earth and business. Meanwhile, by expanding into new sectors such as government, healthcare and non-profits, loyalty can avail itself to a wider market while driving social consciousness. In all, this session will illuminate the magic of connecting in ways that prove your company understands who the consumers are and what they care about.

Keynote
9:00 AM-10:00 AM
Prepared for Take Off: A Tailored Loyalty Program Wins One Carrier a United Front
Robert Sahadevan, Vice President, Mileage Plus
United Airlines knows that today’s loyal traveler requires more than upgrades and exit row seats - and for good reason. In recent years, some of the leading airline loyalty programs have slipped into autopilot as carriers wrestled with managing through the recession, and importantly, being profitable. This has led to a shift in the loyalty horizon that raises questions about the competitiveness of airlines’ loyalty programs. Against this backdrop, United is responding with a new and improved Mileage Plus program that goes beyond round trips and landing strips to include sophisticated customer relationship marketing and making its currency attractive to its members.

In this session, United will speak to the challenges of creating a relevant value proposition for its 52 million enrolled loyalty members. Come hear how United has improved its redemption options with new and better products, engaged complementary partners from hotels to rental cars and improved its measurement of membership activity so that United can truly hear its customers. United is well-positioned to thrive for the next decade to come.

General Session
10:00 AM-10:45 AM
Points for Purpose – How RecycleBank is Reclaiming Customer Loyalty through Cause, the Government and Doing Good
Morley Ivers, Chief Rewards Officer, RecycleBank
Doing good can accomplish much for loyalty programs. Influencing consumer behavior socially, rather than simply influencing consumer purchasing, can result in a systemic, almost seamless, shift in activity that will benefit the brand and drive revenue. RecycleBank, which partners with cities and haulers to reward households for recycling, has hit perfect pitch with a program that rewards its members for doing good by giving them points that can be redeemed at more than 2,000 locations. At the same time, it provides economic stimulus to the municipalities that participate.

In this session, hear the RecycleBank story and how this progressive model benefits not only the loyalty program provider, but also its partners and members in a way that unlocks new potential.

Break
10:45 AM-11:15 AM

General Session
11:15 AM-12:00 PM
America’s Cash Rewards Pioneer Blazes a New Trail in Card Customization
Anas Osman, Vice President of Marketing Acquisition, Discover Financial Services
Discover Card pioneered cashback rewards and no fees in the 1980s. With the February 2010 launch of CardBuilder, Discover is entering a whole new frontier in card customization. CardBuilder empowers customers to make smart card choices and enables them to see the trade-offs that come with their decisions. Going boldly beyond previous customization offerings, CardBuilder offers a higher number of permutations and more transparency than competitors' offerings. Where CardBuilder leads, other customization innovations are sure to follow.

In this session, you’ll hear how Discover's significantly more comprehensive strategy enables customers to select from a variety of rewards options that brings more value not only to the customer, but also to Discover and its partners. You’ll learn how Discover effectively utilizes social media tools to engage consumers, and uses analytics to target the right customers the right way. You see that with CardBuilder it not only pays to Discover, it fulfills.

Lunch featuring COLLOQUY Partner, Jim Sullivan
12:00 PM-1:15 PM
During lunch, meet COLLOQUY’s new Partner Jim Sullivan and get a sneak-peek at the exciting developments COLLOQUY has on the horizon.  You’ll be the first to hear about the October launch of Enterprise Loyalty in Practice, a first-of-its-kind publication for C-level executives dedicated to covering the innovative strategies and breakthroughs in Enterprise Loyalty. Jim will also share details about COLLOQUY's strategic alliances, including collaborations with The Ohio State University and the Direct Marketing Association. And he will offer a brief preview of his own writing about leadership’s role in transforming the enterprise.

General Session
1:30 PM-2:15 PM
Secret Weapon in Social Marketing: Pairing Private and Public Communities
Nick Ayres, Manager of Social Marketing, Intercontinental Hotels Group
Social marketing has created rich opportunities for building long-term customer relationships, but navigating the risks and volume of such “open” technology takes a deft touch. InterContinental Hotels Group, operator of more than 4,400 hotels under the names Crowne Plaza, Holiday Inn, Staybridge Suites and others, has responded with a secret weapon: A selection of targeted private communities th at serve as fleet-footed focus groups, enhancing and even building its much larger public communities.

These private social groups – of 300 to 500 select, high-value customers – are a safe place where IHG can test out promotional ideas and manage customer service issues. The responses, in turn, are extended to IHG’s much larger public communities and other social marketing initiatives, from Facebook to Twitter to Foursquare. And a separate community geared toward pet owners, at Staybridge Suites, is in the works. Learn how IHG Is using social media to drive word of mouth activities, build communities and increase loyalty.

Breakout Sessions
2:30 PM-3:15 PM
Breakout 1 - Survival of the Fittest: How Dotz is Evolving and Thriving in a Highly Competitive Environment
Roberto Chade, and Chief Executive Officer, Dotz
Jay Malowney, Vice President of International Corporate Development, LoyaltyOne
In 10 years, the Brazilian loyalty program Dotz burst from a mere concept into a leading network of 200,000 members and 50 online partners. Now it is revamping its program from the online arena to a true bricks-and-mortar coalition with more than a dozen new sponsor brands to date.

In this session, Dotz CEO Roberto Chade will detail his plans to evolve the Brazilian online-only loyalty program to feature a retail-based coalition structure, very similar to AIR MILES. This plan includes the recent addition of 16 new sponsor brands such as a national bank, a regional grocer and a national fuel station chain. You’ll also hear from Jay Malowney of LoyaltyOne, who will share the lessons learned in building the successful coalition program that now defines Dotz’s evolutionary process.

Breakout 2 - In the Director’s Chair: Winning Customer Loyalty One SCENE At A Time
Shawn Bloom, General Manager, SCENE LP
Canada’s Scotiabank and movie theater chain Cineplex Entertainment have discovered a compatible connection —through a customer loyalty program. This compatibility led to their partnered launch of SCENE, an entertainment rewards program that now boasts over two million members across Canada.

During this session, SCENE will detail the storyline of a how a bank and a movie exhibitioner joined forces, how each leverages the program in unique ways to drive business objectives and how SCENE has expanded beyond free movie and concession rewards to include collaborations with such notables as Live Nation and Sirius Radio. The presentation also will feature the challenges of staying fresh and relevant while remaining sharply focused on entertainment.

Break
3:15 PM-3:30 PM

Breakout Sessions
3:30 PM-4:15 PM
Breakout 3 - Proactive Customer Communications:  Giving More Power to the Players
Jenn McMillen, Director of Loyalty, GameStop Corporation
Mark Friedman, Chief Marketing and Business Development Officer, SoundBite
When GameStop chose to pilot a new customer loyalty program, it was guided by its own motto: Power to the Players. Launched in four test markets, the ‘PowerUp’ program gives members the option not only to enroll in different plans, but also to choose different types of rewards. The program has proven that choice, as well as empowerment, are key factors in driving loyalty among its players.

In this session, GameStop’s Director of Loyalty, Jenn McMillen, will share early results of the PowerUp program and reveal how the lessons they learned along the way will lay the groundwork for the national launch. Jenn will discuss the next steps to engage and empower GameStop’s players, including the value in using customer data to provide personalized, relevant and timely loyalty rewards information to its program members. Also, the Chief Marketing Officer of SoundBite Communications, leading provider or proactive customer communications, will offer strategies on how to redefine a customer loyalty communications strategy for maximum engagement and profitable results.

Breakout 4 - Feeling Better - Using Loyalty Recognition and Rewards to Improve Wellness
Moderator: Catherine McIntyre, Senior Vice President of Corporate Development, LoyaltyOne Panelists:
Chris Boyce, Chief Executive Officer, Virgin HealthMiles
Peter Meyers, Vice President of Product Development & Innovation, LoyaltyOne (wellQ)
Loyalty programs have long been successful at influencing consumer behavior in the retail, travel and financial sectors. Now loyalty is migrating into wellness – inspiring consumers to make healthy lifestyle choices – with equally compelling results. Programs such as Virgin HealthMiles reward consumers for being more active, while the wellQ pilot program, designed in partnership with the American Pharmacist Association, focuses on motivation and tools to encourage drug adherence.

Learn how loyalty is drilling down the wellness channel, giving consumers an incentive to live healthier lives that will, ultimately, reduce health care costs. Presenters will discuss the lessons, benefits and expected opportunities of this emerging field.

Solutions Showcase and Product Demos
4:15 PM-5:30 PM
Visit the Solutions Showcase and discover the keys to growing customer value through interactive demonstrations from our sponsors. From consulting, to technology, analytics and rewards, here’s your chance to meet with companies who can help take your loyalty strategies to the next level.

Awards Night with a Kick
6:30 PM-10:00 PM
Cloche hats, swinging strings of pearls, and long-legged kicks from Charleston flappers set the tone for an Awards Night that sizzles. Join us for cocktails and dinner as we honor and recognize our 2010 COLLOQUY Loyalty Awards recipients - then help us celebrate in a style and spirit reminiscent of a roaring 1920’s Speakeasy Club. Wear your dancing shoes.

DAY THREE — Friday, September 17, 2010

Continental Breakfast
8:00 AM-8:30 AM

General Session
8:30 AM-9:15 AM
Loyalty in 2030: The Changing Face of Consumers and How it Will Define Loyalty
Kelly Hlavinka, Managing Partner, COLLOQUY
When considering the look of Loyalty in 2030, the industry must envision the changing face of the consumer. Sure, advancing technology will play a role, but the very transformation of the market’s DNA over the next few decades will cause major changes in how loyalty programs develop and work. As the last of the Baby Boomers retire, a boomlet of young, socially conscious workers will be enrolling in their first loyalty programs. Meanwhile, the workforce will be dramatically more diverse, as half of the world’s skilled immigrants come to the U.S.

In this session we’ll gaze into the loyalty crystal ball and discuss what to expect during the next 20 years, as the changing consumer profile drives and shapes enterprise loyalty innovation. Creating emotional experiences will still be key as cause marketing becomes increasingly critical. New technologies will determine new engagement channels. But most of all, loyalty engagement efforts will be driven by the imagination and demands of the mindset of a younger, savvier and increasingly diverse consumer.

Keynote
9:15 AM-10:00 AM
Buyology: Truth and Lies About Why We Buy
Martin Lindstrom
Based on the single largest neuromarketing study ever conducted, Martin Lindstrom’s groundbreaking book, Buyology, reveals that so much of what we have long believed about why we buy is wrong. Convinced that there is a gap between what we think influences our decisions and what actually does, Lindstrom set out on a three-year, $7 million study that employed the very latest cutting-edge neuromarketing brain scan technology and involved over 2,000 volunteers from around the world.

Join Lindstrom for a fascinating and shocking tour into the mind of today's consumer packed with entertaining stories about how we respond to such well-known brands as Marlboro, Nokia, Calvin Klein, Ford, and American Idol. His timely presentation will help you understand the unique scientific insights to win your customers’ loyalty, money and minds.

Lindstrom will share the data and customer insights behind his groundbreaking research including:
                   > The marketing power of somatic markers
                   > How and why the "cool" brands, like iPods, trigger our mating instincts
                   > How neuromarketing will change the future of advertising and marketing
                   > Harnessing the power of rituals and superstition to reinforce customer loyalty
                   > What marketing lessons can we learn from products that are thriving during the
                      post-recession era

Q&A
10:00 AM-10:15 AM
Buyology: Truth and Lies About Why We Buy
Martin Lindstrom
Mr. Lindstrom will take questions from our audience of Summit attendees.

Break
10:15 AM-10:30 AM

Breakout Sessions
10:30 AM-11:15 AM
Breakout 5 - Blue Skies Transition: How JetBlue Relaunched its Loyalty Program with Little Turbulence
David Canty, Director of Loyalty Marketing and Partnerships, JetBlue Airways
When JetBlue Airways relaunched its popular TrueBlue customer loyalty program, it didn’t merely want a plan with legs, it wanted a plan with legroom. And it got it, thanks to the deep involvement of 15,000 customer panelists. Launched in late 2009, the new TrueBlue made the risky shift to a revenue-based program from a traditional mileage-based plan, and it opened all seats to redeemers. Some thought the program wouldn’t fly, but the results prove otherwise. Since the relaunch, JetBlue has seen a bump in new enrollment and a higher level of re-engagement – and it has yet to market the program.

JetBlue will discuss the challenge of migrating eight million members to a new program, the ongoing role its vast customer panel now plays in operations, and how it uses both good and bad feedback to its advantage. It will also offer a sneak peak into what is on the horizon for TrueBlue.

Breakout 6 - The Total Package: How FedEx is Connecting Small Businesses With More Than On-Time Delivery
Denise Yunkun, Director of Segment Marketing, FedEx
Winning customer loyalty might not happen overnight, but FedEx Corp. knows the power of building strong relationships with small business customers through a combination of innovative solutions, excellent service, steady customer feedback and targeted marketing programs that deliver rewards for loyalty. FedEx has embarked on several new initiatives to get closer to its small business customers. In March 2010, FedEx launched a learning community called FedEx Link which offers small businesses a common platform to connect and share with peers while giving FedEx an opportunity to gain invaluable feedback directly from customers. That feedback enables FedEx to improve and tailor services to meet customer needs.

In this session, gain insight into lessons FedEx learned in building FedEx Link including the importance of incentives and integration with other programs. You’ll also discover how FedEx is leveraging social media through such initiatives as its sponsorship of the Amex OPEN Forum small business online community. And importantly, FedEx will describe how it leverages reward and sports sponsorship programs to reach and grow customers.

General Session
11:30 AM-12:15 AM
Walgreens Prescription for Success:  Using Customer Insight to Build Loyalty
Todd Vang, Vice President of Insights and Loyalty, Walgreens
When you are a national retailer with over 7,200 stores, 237,000 employees and 15 different promotional programs, hearing your customers in one clear voice can be an arduous task. So when the drugstore chain decided to establish a holistic customer loyalty strategy, it met the issue head-on with the recently-launched Walgreens Rewards program. Launched May 9, 2010, the program is being tested at 150 stores in three U.S. markets.

In this presentation, learn how Walgreens built its loyalty strategy based on customer insight, research and analytics.  You’ll hear how it used attitudinal segmentation, established a data warehouse and then consolidated its research and learnings into workable tools for driving marketing, merchandising and operational decisions.

Wrap up and Closing Remarks
12:15 AM-12:30 PM

Lunch
12:30 PM-1:15 PM
Join us for lunch, or if you have to dash to the airport, pick up a box lunch to go.