Let's Talk Loyalty Crafting Loyalty for Superfans: Martina Lipp on Revamping Disney's Global Program (662)
Apr 22, 2025
Join Martina Lipp, a loyalty expert renowned for her transformative work at Disney, as she delves into the secret sauce of fan engagement. Discover how she revamped Disney's loyalty program, creating a seamless omni-channel experience that captivates superhero, Pixar, and Star Wars fans alike. Martina highlights the importance of personalization and the balance between innovation and customer trust. She also shares insights from her journey in the loyalty space and discusses influential business literature that shapes leadership and marketing strategies.
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Win Stakeholders By Mapping Motivations
- Bring the whole organisation along early by understanding what motivates each stakeholder group.
- Tailor engagement to emotional and rational drivers to win buy-in for program change.
Validate Changes With Deep Member Research
- Use qualitative and quantitative research to understand members' motivations before relaunching.
- Run targeted focus groups, including non-members, to learn barriers to joining and shape strategy.
Rename To Signal Community, Not Rewards
- Test naming and branding extensively because names carry strong emotional opinions.
- Choose a name that signals community and experience, not just transactions.
