The Pollution Solution
Published 11/9/2009
Author: Kelly Hlavinka
COLLOQUY Partner and Contributing Editor
Summary
Marketers are often too quick to toss mass-issued bonuses to all loyalty program members. Whether this practice results from infrastructure deficiencies, lack of imagination, or plain laziness, mass-promoted bonuses are merely a form of marketing pollution that costs money and doesn’t work. It’s time we took a hard look at bonuses. Are the right customers taking advantage of them?
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