Agenda & Speakers

Non-Promotional Rewards: How Experiential Rewards are Changing Customer Loyalty

While loyalty programs vary in their approach to attract and retain customers, one thing is certain: the landscape for customer loyalty is changing. Today there are more ways to reach customers than ever before, but at the cost of a marketing information overload. As potential customers sort through a trove of offers to find programs that fit their consumer habits, companies are struggling to stand out from the masses.

In this Customer Expo session, panelists from SONY and Universal Music will discuss how businesses can engage customers by offering alternative loyalty incentives and experiential rewards.

Key Takeaways:

- Loyalty companies need to drive value and engagement through a variety of different ways to both stand out to customers and retain their business

- When considering non-promotional elements of a value proposition, it is important to understand  customer expectations and how they fit within the customer journey

- Non-promotional incentives and rewards have real ROI and can directly contribute to the business


Gary Keffer, Director, Strategic Marketing, Universal Music Group Nashville

Gary Keffer is the Director, Strategic Marketing at Universal Music Group Nashville where he is responsible for the development, administration, and growth of brand partnerships and integration opportunities across all four imprints of the label roster – Capitol Records Nashville, Mercury Nashville, MCA Nashville, and EMI Records Nashville. With nearly two decades of experience in consumer marketing, brand management, and media and partnerships, Gary connects brands and audiences to improve efficiency of spend and efficacy of marketing efforts. This year, Gary developed and managed brand relationships that contributed to projects from Carrie UnderwoodKeith UrbanLuke BryanEric Church, and Darius Rucker (amongst others) generating more than 150 million paid media impressions and more than $25 million in earned media value.

Humberto Villegas, Brand Promotion Manager at Fandango


Agenda Overview

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