Episode 231

#231: Building Your Program's Profitability - Loyalty's Hidden Potential

Published on: 2nd June, 2022

Sonder Media is a consulting firm that specializes in identifying, valuing, and optimizing the media value of loyalty programs, and in today’s episode, Jonathan Hopkins and Angus Frazer, co-founders of Sonder Media, share their expertise and insights on this high margin opportunity.

We discussed the power and potential profitability of using the unique assets, permissions and insights from your loyalty program as a media business, an increasingly popular idea being considered by program owners in order to increase their returns on their loyalty program investment.

Join us for a discussion about both the challenges and the potential of this big idea, and how you can explore building a media business in a way that continues to meet the needs of your members and your brand and potentially also with advertising partners. 

Show notes:

  1. Sonder Media
  2. Jonathan Hopkins
  3. Angus Frazer

Time Stamps:

02:46 - Favorite Loyalty Program

05:12 - How does owned media can measure and obviously increase the return on investment of loyalty programs.

11:38 - How to Identify  the best way to monetize owned media without compromising core business objectives

14:41 - What are the particular loyalty programs or sectors and categories that are working for this opportunity with owned media?

18:30 - Brands Sonder Media worked with

20:35 - Understanding the Value of Owned Media

25:12 - What other types of opportunities for value and attention should we consider?

27:20 - The Opportunity of Brands for Media

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About the Podcast

Let's Talk Loyalty
“Let’s Talk Loyalty” is an industry podcast for loyalty marketing professionals.

If you work in loyalty marketing, join us every week to learn the latest ideas and marketing insights from loyalty specialists around the world.

Check out our website on: http://www.letstalkloyalty.com/

About your host

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Paula Thomas

Paula Thomas is the Founder and CEO of Let’s Talk Loyalty and Loyalty TV

Paula Thomas is an award-winning podcaster who founded the “Let’s Talk Loyalty” podcast and business in 2019, and Loyalty TV in 2023.

She has over twenty-five years blue-chip marketing experience, including almost a decade leading consumer loyalty programmes in multiple sectors including telecommunications, the energy sector, banking and airline loyalty programmes.

She is from Ireland and lives in Dubai.

Paula is a former judge for the “International Loyalty Awards”, and the author of the book “Driving Loyalty in Convenience Retail”.

She holds an Executive MBA from Smurfit Business College, one of Ireland’s top universities, and is a “Certified Loyalty Marketing Professional”.