Q&A – Consumer Behavior
Q&A – Consumer Behavior
Global Phenomena, Market Motivators & Consumer Values
The Broad Forces of Change.
www.Quenzel.com
1
Travel & Customer Loyalty
Background
TWA’s Frequent Flight Bonus. Led recovery of FBT market thru ’85 hijacking, ’85 Rome shooting ’86 IFFA strike & ’86 bombing. 1st Annual Freddie Awards – Best Award .
Travel Channel. Founder & CMO. Launched cable TV’s first and only 24 hour network devoted to travel.
Continental Airlines OnePass. Best frequent flyer program 6 straight years. Won 6 out of 7 categories 4 years running. WSJ: “OnePass saved airline from bankruptcy.”
AT&T True Rewards With 20 million active members & a
$1.1 billion marketing budget, one of the largest loyalty programs in the world. Led program during the period AT&T turned around a 10 year share decline.
Magazines for Miles. Created new business model. Partnered with 20+ leading Airlines. Business Sold to Time/Warner.
Priceline-Europe. Founder & CMO - Launched priceline brand in lucrative European Market. www.Quenzel.com 2
Broad Forces of Future Change.
Q: What’s the Most Important Question a
Marketer Can Ask?
A: What makes humans, and therefore my customers, Happy?
– Look at some key consumer trends.
– Consider the significance of these trends:
• Current loyalty challenges.
• Future loyalty challenges.
– Share how leading brands leverage these consumer insights into competitive advantage. www.Quenzel.com 3
HAPPYNOMICS
For Most People, Happiness is the Ultimate Goal.
If only it was that simple…
4
HAPPYNOMICS
Key Studies & Findings
• Fact: Peoples’ overall happiness levels are unchanged
despite soaring life expectancy, wealth & living standards.*
• Fact: At all income levels, consumers think they need about 20% more to be happy.**
• Fact: Once basic needs are met, additional income does little to raise one’s sense of satisfaction with life.***
* Source: National Opinion Research Center.
Global Phenomena, Market Motivators & Consumer Values
The Broad Forces of Change.
www.Quenzel.com
1
Travel & Customer Loyalty
Background
TWA’s Frequent Flight Bonus. Led recovery of FBT market thru ’85 hijacking, ’85 Rome shooting ’86 IFFA strike & ’86 bombing. 1st Annual Freddie Awards – Best Award .
Travel Channel. Founder & CMO. Launched cable TV’s first and only 24 hour network devoted to travel.
Continental Airlines OnePass. Best frequent flyer program 6 straight years. Won 6 out of 7 categories 4 years running. WSJ: “OnePass saved airline from bankruptcy.”
AT&T True Rewards With 20 million active members & a
$1.1 billion marketing budget, one of the largest loyalty programs in the world. Led program during the period AT&T turned around a 10 year share decline.
Magazines for Miles. Created new business model. Partnered with 20+ leading Airlines. Business Sold to Time/Warner.
Priceline-Europe. Founder & CMO - Launched priceline brand in lucrative European Market. www.Quenzel.com 2
Broad Forces of Future Change.
Q: What’s the Most Important Question a
Marketer Can Ask?
A: What makes humans, and therefore my customers, Happy?
– Look at some key consumer trends.
– Consider the significance of these trends:
• Current loyalty challenges.
• Future loyalty challenges.
– Share how leading brands leverage these consumer insights into competitive advantage. www.Quenzel.com 3
HAPPYNOMICS
For Most People, Happiness is the Ultimate Goal.
If only it was that simple…
4
HAPPYNOMICS
Key Studies & Findings
• Fact: Peoples’ overall happiness levels are unchanged
despite soaring life expectancy, wealth & living standards.*
• Fact: At all income levels, consumers think they need about 20% more to be happy.**
• Fact: Once basic needs are met, additional income does little to raise one’s sense of satisfaction with life.***
* Source: National Opinion Research Center.