“Please have a seat and we’ll get started,” said NaviMark’s VP of Marketing, Patrick Howard, as he prepared to demonstrate a prototype of LoyalOne. Assembled in the VIP Suite at the Hyatt Grand Cypress in Orlando were four marketing executives in town for Loyalty Expo, an annual conference for the customer loyalty industry. Patrick was using this conference to solicit feedback on an early release of a new NaviMark product. It was an effective and inexpensive way to gather informal feedback from this highly specialized segment of marketers. The VIP Suite was cheaper than setting up a booth at the trade show—and more private.
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