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Get the skinny on Coke's enviable loyalty platform success

Get the skinny on Coke's enviable loyalty platform success

Coca-Cola South Pacific, giffgaff and comparethemarket.com from the UK, KidZania from the US and Digital Alchemy from Australia arrive next week to spill the beans to New Zealand marketers on how they've harnessed modern direct marketing to take their businesses to another level.

2012 direct marketing conference eden parkCoca-Cola's loyalty platform has allowed the brand to build communities of highly engaged customers – something that’s rare in a sector that doesn’t sell to consumers.

“The Coca-Cola Global Facebook group was started by consumers. How is that for loyalty?” says Leo Roberts, group marketing manager.

Comparethemarket grew its brand from 10 percent market share to 32 percent in just over two years, and giffgaff boasts that 95 percent of its customer service is done by "super fans".

Local speakers from Telecom Retail, Foxtrot Media and New Zealand Post will complete the line up, and Idealog editor Hazel Phillips will be MC-ing.

To register or for more info, see here.

When: July 18, 9am-5pm

Where: Eden Park, Auckland