IDMA embraces love for loyalty talk

Fiona Heffernan, An Post

Show Me the Love is the theme of an upcoming Interactive Direct Marketing Association (IDMA) loyalty conference. With marketing undergoing significant changes in recent years, with new channels, new technologies and new consumer models emerging, companies and brands face a much greater need to understand data driven communications.

Data now sits at the heart of marketing and advertising. Only by using data and data insights is it possible to develop personalised, relevant and real-time communications and fully understand the effectiveness of marketing and advertising campaigns. How do you build a programme that sets your company apart and wins consumer hearts and minds?

The conference, sponsored by The Sunday Business Post, will discuss emerging trends in the use of direct marketing, new technologies, content marketing and compliance. Following speakers’ presentations, there will be a Q&A and a networking bar.

Ireland’s top loyalty and retention expert Leanne Papioannou, managing director, Chilli Pepper Marketing, will discuss the ever-changing landscape of loyalty and the factors that are influencing consumers. Papioannou’s talk will cover the key ingredients for a winning loyalty programme and what brands need to do to win over and retain customers.

Fiona Heffernan, head of media, An Post, above, will discuss getting personal with customers and exploring how direct marketing can bring customers closer. She will share, for the first time, research findings on a national survey on attitudes to loyalty programmes. Tim France of iProspect will cover data, programmatic buying and the role of creative.

James Reilly, loyalty marketing manager at Electric Ireland, will highlight the journey the company took in developing the Powering Rewards home loyalty programme and he plans to touch on the treats and rewards offered to members. Yvonne McGarry of Microsoft Ireland will show how to map multiple channels, technology and customer groups.

David O’Sullivan of Ignition and Sean Collins, head of CRM and loyalty insight at Musgrave Retail Partners, will form a double act on explaining SuperValu’s Real Rewards programme. Data protection expert will outline the provisions and obligations in the proposed General Data Protection Regulation (GDPR), which is nearing final sign-off.

The Show Me the Love afternoon conference is in the Aviva Stadium on Thursday, October 1st.

Tickets are €55 for IDMA members and €175 for non-members, visit






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