COLLOQUY Explores Use of Rewards to Alter Customer Behavior and Improve Loyalty/Retention; Special Expanded Issue Available as Electronic Download at www.colloquy.com.

Business Editors

CINCINNATI--(BUSINESS WIRE)--Dec. 1, 2003

COLLOQUY(R), a leading loyalty-marketing publication and Web site, just published its latest issue focusing on the challenge of designing compelling reward content to alter customer behavior. "From customized gift certificates to high-end merchandise to exotic, life-changing adventures, next-generation loyalty-program designers specialize in creating memorable moments for their best customers," notes COLLOQUY editor, Rick Ferguson.

The latest issue of COLLOQUY, available for download at www.colloquy.com includes:

-- The Tao of Wow: An in-depth look at a burgeoning trend in

loyalty marketing: the evolution of enhanced value

propositions that seek to leverage consumer desires for new,

value-added, emotional, experiential, unique and compelling

rewards. Termed The Wow! Factor, it will increasingly become

the differentiator between loyalty programs that make a real

impact with consumers, and those that give up the ghost.

-- Made to Order: Traditional reward categories provide the meat

of loyalty reward catalogs, but custom rewards provide the

sizzle. COLLOQUY's step-by-step guide to the art and science

of custom partnership acquisition.

-- The Spice of Life: How do you spice up a bland loyalty

program? Try a loyalty points auction. It's the secret

ingredient that will keep your customers coming back for more.

-- eBay Profile: Anything Goes: When you've successfully gathered

a dedicated audience of 69 million active users and positioned

yourself as one of the top three brands on the Internet, what

do you do for an encore? Online auctioneer eBay tells COLLOQUY

how they have shifted their focus to building enduring

customer loyalty.

-- Garanti Bank Profile: A look at Turkey's Garanti Bank, which

used its social and economic power to overcome significant

marketing challenges and bring together a partnership of

customers, merchants and banks in Europe's most successful

credit card loyalty coalition.

-- Special Report -- The 2003 Loyalty Marketing Summit: In late

September in Orlando, Florida, COLLOQUY and its publisher,

Frequency Marketing, Inc., gathered together an

invitation-only group of loyalty-marketing gurus, special

guests and clients to talk about the past, present and future

of loyalty marketing. This special expanded section is adapted

from the speeches given during that event. Guest columns

include:

-- Kelvin Taylor: president, Frequency Marketing, Inc.

-- Bryan Pearson: president, Air Miles Reward Program.

-- Randy Peterson: editor/publisher, Inside Flyer magazine.

-- Christopher McKay: executive director of business

marketing, Verizon.

About COLLOQUY:

The voice of the loyalty marketing industry since 1990, COLLOQUY(R) provides editorial, educational and research services on a global basis. COLLOQUY and colloquy.com present commentary, analysis, breaking news, research libraries and article and program archives to qualified subscribers. Subscriptions are available at no cost at www.colloquy.com or by calling 513-248-9184. Reader participation is invited at [e-mail]. COLLOQUY is published by Frequency Marketing, Inc. (www.frequencymarketing.com), a global provider of resources and technology for the design, implementation and management of loyalty-marketing programs that recognize and reward customers based on their purchase behavior.