Clients
The PRESS Card – The Omaha World Herald. The early 90s
What we did:
This was the first pioneering effort by any marketing company to create a multi-merchant, market wide loyalty program. We provided local merchants (over 200 of them) in-store signage and Press cards that could be used at any merchant. Cardholders could use their card at any merchant, get points and we sent reward letters with a $10 value when they got enough points that could be used at any merchant.
What we learned:
- 1. The program did not result in significant cross merchant shopping but got customers to shop and spend more at their favorite stores.
- 2. We created a revolt by the traditional ad sales people because we were taking print advertising revenue away from them.