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Brewing Up Loyalty: Green Mountain Coffee’s Café Express Club

Presenters

Tom Funk, Senior Marketing Manager, Digital & Direct - Green Mountain Coffee
Brian Galloway, Marketing Manager, Acquisition - Green Mountain Coffee

Session Overview

GreenMountainCoffee.com generates almost 80% of its $100M annual revenue from its Café Express club, an automatic coffee delivery service now counting over 215,000 members.

Tom and Brian will share their challenges, successes, and what they’ve learned running the Green Mountain Coffee Café Express club. The form of permission given by club members – regular, automatic replenishment of their coffee – is the deepest level of loyalty and permission a consumer can give a merchant (Seth Godin calls it “intravenous permission” – similar to the permission given to a doctor when you’re on the operating table!). Such permission is hard won, and easily lost, but the benefits to a business (and the consumer) can be enormous.

• Brian and Tom will demonstrate A/B test results of member acquisition campaigns in paid search, display advertising, email and direct mail.
• They’ll share insights and stats on member retention, reasons for quitting, and strategies for reactivation.
• They’ll also demonstrate how social media can build a sense of community among club members and brand loyalists.