Frequent Flyer to Frequent Diner

Producing a web site for a company, any company, highlights all of that company's process challenges and business opportunities in a single spot. Sure, you've got a web form for customers to fill out, but who within your company gets the information? How do they process the information? What phone number do we use for this promotion?

I've been working with Delta on their web site preparing for the merger with Northwest. If there is one thing that stands out in terms of their marketing ability it's this: everyone there understands the importance of measuring, monitoring, and making incremental improvement toward gaining share of wallet and more profitable sales.

In other words, they focus on their existing customers to get them more often and more profitably. Frequent Flyer miles are an important tool for them in this regard.

Email: Get double miles IF YOU CHECK-IN ONLINE.
Web Site: GIVE US YOUR CONTACT INFORMATION AND SIGN UP and we'll give you 500 miles.
Direct Mail: We'll give you 1.5 times your miles IF YOU BOOK IN BUSINESS ELITE.

In every case, we'll give you this if you do this for us.

For your restaurant, increased trial of menu and services leads to frequency of visit:
- FREE dessert with any seafood entree (because maybe seafood is more profitable for you, or maybe you just need to move it)

- FREE lunch with any catering order (the secretary/meeting planner/pharm rep gets something personal for ordering for others)

- Unlimited fries between 4pm and 6pm

- $1 breakfast sandwiches BEFORE 8am

It's important to note that NO ONE at this multi-billion dollar company with some of the brightest minds in marketing is complaining that they'll diminish their brand by "incentivizing" customers with Flyer Miles. No one. Why? Because they're trading value for value and modifying behavior. The brand isn't being diminished and neither is yours by incentivizing catering or different dayparts.