Posted by

Barry Siskind

Community Manager

When I open my wallet I am amazed at the number of loyalty cards I have. They include everything from airline, to coffee shops and movies.  I have become, what some others call, a points pig. I will think twice before I purchase anything, ensuring that I get something free as a result of my purchase. I am not alone. Some estimate the number of individual loyalty card users has exceeded one billion.

I read about the epitome of loyalty cards offered by JPMorgan Chase called the Palladium Card. This is an exclusive offering for clients who have placed $25 million in JP Morgan’s hands for management.  While there are only a few thousand cards that have been issued the card is made of palladium and 23-karat gold which costs over $1,000 to create.

This got me thinking about exhibitors and attendees who populate our exhibitions and events year after year. Yes, we give early registrants a discount but could we go the next step and reward these loyal customers with something more? Is there room for a formal loyalty program in the world of exhibitions?