Price Attack shares marketing secrets of its health and beauty franchises in Sydney

The secrets behind a successful marketing campaign launched across Price Attack health and beauty franchises will be revealed at a two day conference in Sydney next month.

The session is titled ‘Achieving the holy grail of converting brand loyalty to brand advocacy,’ and will be conducted by the Marketing Manager for Price Attack health and beauty franchises, Darren Gunton.

A former Tourism Young Achiever Award winner, and finalist in the Young Australian of the Year for Regional Development, Darren will deconstruct the marketing tactics behind the Price Attack hair care franchises Club PA loyalty program.

Launched across the national network of health and beauty franchises, the loyalty program accrued 300,000 members in its first 12 months, and saw the basket size of member shoppers grow from $28 to $54.

Darren will dissect the campaign, discussing the importance of:

• establishing brand advocacy as a hallmark of success of a CEM strategy
• harnessing the enormous sales and marketing potential that comes through “fandom”
• finding key influences and rewarding them
• evaluating the lifetime value of a customer; and
• creating an emotional bond that overcomes competitive prices and products.

He has previously worked as the Marketing Manager of House retail stores, and the General Manager of leisure and travel company edg.

Additional speakers at the two day Customer Experience Management event will include representatives of:

• Telstra
• Harvey Norman
• Spreets
• Commonwealth Bank
• South East Water
• Ansell Healthcare; and
• Coles Online.