HouseValues' senior director of marketing explains how proper client communications can boost brand loyalty.

The goal of loyalty marketing is to retain one's existing customers so that they consume more products, more frequently. The means to this end are varied, but successful techniques often involve the creation of an ongoing relationship between the company and consumer.

Through its proactive (marketing) or reactive (customer support) customer touchpoints, marketers must strive to maintain its favorable brand image/mindshare with the customer. In order for this interaction to be welcomed and valued, the communications must offer added value to the customer, whether it be in the form of relevant and compelling offers of additional products and services, through offering the customer the opportunity to provide feedback or ask questions and receive helpful answers, and/or by offering some complementary service or content offering that demonstrates the company's appreciation of the customer's patronage.

HouseValues understands the importance of loyalty marketing and has the returning customer base to prove it. In today's presentation, Matt Heinz will discuss how he and his team have developed and executed loyalty programs, including CRM tools for their professional service customers as well as relationship management campaigns that they execute on behalf of their real estate agent customers. There will be valuable analogies for both B2B and B2C marketers.

Matt Heinz Bio: Heinz is senior director of marketing for HouseValues, Inc. (NASDAQ: SOLD), a marketing services company providing residential real estate professionals with technology and marketing solutions. Heinz has more than 10 years of consumer and B2B marketing experience with technology, real estate and retail products. He has previously held marketing positions at Microsoft, The Boeing Company, Weber Shandwick, The Seattle Mariners and the Washington State Attorney General's office.

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Speaker(s): Matt Heinz, Senior Director of Marketing, HouseValues

Format: Zipped PowerPoint File