Loyalty Expo Session Showcases Brand Transformation of Saskatchewan Roughriders

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Session to Focus on How CFL Franchise Changed Its Culture to Become an Iconic Brand in Canadian Professional Sports

Loyalty Expo

We look forward to providing some insight into the strategies and tactics that have helped the Roughriders build a championship organization with some of the most loyal fans in sport.

How does a brand lead its workforce toward creating compelling experiences? How does it transform its culture to turn every customer into a fan? Gregg Sauter, Vice President of Business Development and Marketing, Saskatchewan Roughriders Football Club, will tell the fascinating story of this professional football team in the Canadian Football League at the 7th Annual Loyalty Expo, presented by Loyalty360 – The Loyalty Marketer’s Association. The event will be held March 17-19, 2014, at the Hyatt Regency Grand Cypress in Orlando, Florida.

Sauter and Ruby Newell-Legner, Fan Experience Expert, 7 Star Service, will tell the amazing story of how the Roughriders successfully transformed their brand image during a session titled, “Enhancing Loyalty and Retention by Turning Every Customer Into a Fan.

Newell-Legner has helped sports, leisure, and entertainment venues around the world enhance fan loyalty and improve customer retention.

In the past decade, the Saskatchewan Roughriders have transformed themselves from a struggling Canadian Football league franchise into an iconic brand in Canadian professional sports.

As the most successful CFL franchise, the Riders now sell more branded merchandise than all other CFL teams combined and more than four of Canada’s six National Hockey League franchises. Despite being the smallest professional sports market in Canada, the Roughriders lead the CFL in game day attendance and national TV ratings.

Attendees of this session will learn how to:

  • Transform the culture of an organization whereby every customer becomes a fan
  • Instill a sense of brand ownership in employees and customers
  • Turn customers into brand evangelists
  • Deliver brand value and instill loyalty across all customer touch points

“In this day and age, consumers have an abundant supply of entertainment options and this presents challenges for professional sports teams,” Sauter said. “The lessons we’ve learned in sports are relevant to almost any business that is focused on building brand equity and loyalty across their customer base. We look forward to providing some insight into the strategies and tactics that have helped the Roughriders build a championship organization with some of the most loyal fans in sport.”

Prior to joining the Roughriders, Sauter spent eight years with Nokia Mobile Phones where he was Global Director of Media Partnership Development and Marketing, driving mobile content adoption with some of the world’s largest media brands. He also served as Director of Consumer Products with the National Football League in New York where he managed NFL branded video games and children’s products.

“This session encompasses so many vital points for our audience because it touches on transforming into a customer-centric culture, turning customers into brand advocates, and delivering value and instilling loyalty at every customer touch point,” shared Loyalty360 President Erin Raese.

This expansive and exclusive loyalty event geared toward building successful and lasting customer relationships includes three jam-packed days of networking, interactive sessions, and workshops led by several of today’s elite marketing minds. Attendees will meet their peers to discuss pressing marketing challenges, opportunities, and solutions.

To register for the upcoming Loyalty Expo, or to receive information and agenda details, please visit: http://loyaltyexpo.com/.

About Loyalty Expo

Loyalty Expo is a true Voice of the Customer-driven, best practices-focused customer loyalty and rewards conference. As an attendee, you’ll have the unique opportunity to network with hundreds of your fellow marketers and hear how they are reaching their customer relationship-building goals. Market leaders will be sharing their experiences and insights on customer retention strategies and trends. Attendees will leave Loyalty Expo with a comprehensive understanding of new research, technologies, and solutions to assist their companies on the customer loyalty journey.

About Loyalty360

Loyalty360 is an unbiased, market driven, voice of the customer focused clearinghouse and think-tank that is committed to bringing loyalty to the forefront as a critical marketing strategy. A trusted source for cutting-edge research, best practices, and networking opportunities, Loyalty 360 gives members the expert insights and guidance they need to better understand loyalty and develop programs that effectively engage their customers and employees and build stronger relationships with them.

Contact Information:

Erin Raese

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Erin Raese
Loyalty 360
+1 (513) 800-0360 Ext: 130
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