Customers who buy more and are willing to pay extra for products and services should brace for more loyalty schemes in the market, as marketing regulator adds loyalty programmes to its annual awards basket.
Regular customers are expected to start experiencing free treatments, fixed discounts and extra goods or prizes for every purchase they make.
This will save local brands from high costs of bringing in new business using advertising campaigns by increasing customer retention capacity to significantly boost their bottom-line profits.
Marketing Society of Kenya (MSK) said the new category has been advised by the need for companies to incentivize, delight and fully satisfy their clientele needs, and strategically recruit them as their brand ambassadors.
“This entails exciting and creative ways of retaining clients and customers through loyalty schemes that deliver on the business objective,” said MSK events and online platforms coordinator, Wangari Munene.
The society has also added three other new categories to this year’s Gala awards to encourage members pitch ideas that will not only boost customer retention, but also grow uptake of locally developed products and services.
It has included sports marketing, top social media blogger and influencer and county marketing campaign- a combination seeking to ride on celebrities to to grow brands customer based across new markets offered through the 47 devolved governments.
Entries for the 2014 Gala awards will run concurrently with the National Brand Love campaign-dubbed, ‘My Kenya,” under the theme, Celebrating brands and country.
“It focuses on getting individuals to engage with Kenyan brands and treasure what they love most about their country,” said Munene.
The biggest event in the marketing profession targeted at corporate and agencies has been slated for November 14.