Loyalty Marketing: A Lesson in Strategy and Career Growth
This past week, we had the pleasure of listening to Stephanie Joseph-Flatts. A George Brown College graduate with 16 years of experience in marketing, she presented an insightful talk on how to approach loyalty marketing and career-building. It wasn’t just her knowledge of loyalty marketing strategies that stood out, but also her honest advice about breaking into the marketing field. She provided a clear breakdown of what it takes to be successful with both engaging customers and in starting a career.
I found her talk on loyalty marketing eye opening. She emphasized that repeat customers are 130% more valuable so businesses must balance bringing in new customers with keeping existing ones. This got me thinking about brands like PC Optimum and how they reward their customers like me, to keep them engaged beyond their purchases. These initiatives give customers a sense of exclusivity and lasting value, which is exactly what companies need to do to cultivate customer loyalty.
Loyalty Marketing in Action at Geox
Working as a keyholder at Geox, I’ve seen firsthand how loyalty marketing makes a big difference when they released the Benefeet program. Now many of our returning customers aren’t just coming back for the shoes, they’re coming back for the perks! Exclusive discounts, early access to sales, and personalized promotions are just a few benefits of our loyalty program. These incentives not only promote purchases but also foster a stronger bond between customers and the brand.
For example, I’m reminded of a customer who attends every exclusive members-only sale. They know the brand appreciates their loyalty, and that sense of exclusivity keeps them engaged and coming back. This is a great example of how effective loyalty programs can lead to increased repeat business.
Stephanie’s presentation gave me a different perspective on these interactions. What looks like just another sale or promotion, is part of a well-planned approach to establish lasting relationships. In the future, I want to focus more on how various promotions affect consumer behavior and consider how these tactics may be used in other industries.
Breaking into the Marketing Industry: Stephanie’s Advice
Outside of loyalty marketing, Stephanie's advice on launching a marketing career resonated with me. The key, she stressed, is to realize that just applying for jobs isn’t going to be enough — you need to tailor your experience yourself, be it through unpaid work or moving out of your comfort zone. She emphasized on the fact that job applications alone won’t cut it, that you must build your own experience, even if that means working on unpaid projects or stepping out of your comfort zone.
Her words stuck with me: “You really need to go outside your comfort zone and start doing things that do not feel natural—like just applying to jobs. You create your experience even if it's not paid... At some points, you gotta be a little scrappy.”
That made me think about my own approach. Like so many students, I had been preoccupied with coursework and job applications, thinking that my qualifications would be enough. But Stephanie’s talk reminded me that success in the marketing field comes from being proactive - whether that’s working on side projects, volunteering for marketing campaigns, or using LinkedIn to craft a personal brand.
Taking Action: My Next Steps in Marketing
Stephanie’s advice pushed me to rethink my career strategy. Her emphasis on the power of social media, particularly LinkedIn, and positioning yourself as marketing enthusiast. I’ve realized that while I have a LinkedIn profile, I haven’t been using it to its full potential.
To put her advice into action, I want to start posting regularly about marketing trends, sharing about my experience at Geox, and engaging with industry professionals. I would also like to get some practical experience by taking on small marketing projects like making content for a brand or asking to volunteer for a local business.
Final Thoughts: Lessons That Will Shape My Future
Stephanie’s talk was more than just a lesson on loyalty marketing, it was also a wake-up call about the realities of pursuing a career in marketing. It reminded me that while traditional job applications are important, standing out requires effort, creativity, and sometimes, a little scrappiness. Her insights on loyalty marketing deepened my understanding of customer engagement, while her career advice gave me a clear direction on how to take control of my own path.
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