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Glossary entry

Dutch term or phrase:

terugkomactie

English translation:

loyal [or: return] customer promotion; customer loyalty promotion; [or more generally] follow-up campaign/promotion

Added to glossary by Will Kelly
Jan 29, 2014 14:12
10 yrs ago
1 viewer *
Dutch term

terugkomactie

Dutch to English Marketing Marketing
From a description of an IT system for a company selling parts and accessories for windows and doors.

Het is ook mogelijk om een profiel dynamisch te laten bepalen door het systeem (zoals top 10 omzet klanten).
Segmenten kunnen samen gesteld worden op basis van alle kenmerken die vastgelegd worden op de contactkaart of binnen een profiel. Er zullen ook regelmatig segmenten aangemaakt worden op basis van een verkocht artikel om een TERUGKOMACTIE of een specifieke mailing te kunnen versturen.
Proposed translations (English)
4 +3 follow-up campaign; follow-up promotion
4 +2 loyal customer promotion
3 call to action
References
terugkomactie
Kapsalon De Hoofdzaak heeft de afgelopen...
Change log

Feb 3, 2014 12:33: Will Kelly changed "Edited KOG entry" from "<a href="/profile/108348">Will Kelly's</a> old entry - "terugkomactie"" to ""follow-up campaign; follow-up promotion""

Feb 3, 2014 12:33: Will Kelly changed "Edited KOG entry" from "<a href="/profile/108348">Will Kelly's</a> old entry - "terugkomactie"" to ""loyal (or: return) customer promotion; customer loyalty promotion; [or more generally] follow-up campaign/promotion""

Discussion

Verginia Ophof Feb 3, 2014:
agree then it could/should be "repeat customer/client"
Michael Beijer Feb 3, 2014:
@Will: True. Perhaps some people, myself included, use 'terugkomactie', when what they ought to be using is 'vervolgactie'. However, a quick Google does show that the most common meaning of the term is the loyalty one, so that's probably the safest bet.
Will Kelly (asker) Feb 3, 2014:
I guess we can't rule out catachresis, but to that end we'd need to know which aspects of the semantic range were accepted and which were 'deviant'. Still, your example suggests more general usage, Michael.
Michael Beijer Feb 3, 2014:
a 'terugkomactie' isn't always about loyalty 'Webenquête fietsbezitters.
Onder de personen die een fietsregistratietag op hun fiets hebben laten bevestigen, is een enquête gehouden over de ervaringen met de techniek, de (visuele) duurzaamheid, eventuele problemen in het gebruik, het reproduceren van frame of fietsregistratienummer en ervaringen na eventuele diefstal. 842 bezitters van een fietsregistratietag zijn uitgenodigd om de webenquête in te vullen. In totaal hebben 381 personen gerespondeerd, wat een respons van 45 procent oplevert. De ervaring (uit de terugkomactie) leert dat ongeveer eenderde van de e-mailadressen incorrect bleek te zijn.

Terugkomactie fietsbezitters.
Om de technische staat van de fietsregistratietag en de bevestigingstechniek na een aantal maanden te controleren, is een terugkomactie georganiseerd voor een steekproef van 300 bezitters van een fiets met fietsregistratietag. In totaal zijn 43 personen aanwezig geweest op de terugkomactie. Bij deze personen is de technische staat van de bevestiging van de fietsregistratietag gecontroleerd en is de fietsregistratietag gecontroleerd op uitleesbaarheid.'

-> http://www.fietsberaad.nl/library/repository/bestanden/docum...
Will Kelly (asker) Feb 3, 2014:
Sure, a follow-up campaign may be targeted at prospects, but it may also be targeted at loyal customers. It is therefore a more general term.
sindy cremer Feb 3, 2014:
The point of a terugkomactie is to reward loyalty.
writeaway Feb 3, 2014:
Example (as posted below under references): http://www.de-hoofdzaak.nl/nieuws/winnaars-teugkomactie.html
sindy cremer Feb 3, 2014:
Follow-up may be targeted at prospects; Terugkomacties are targeted at actual customers.
sindy cremer Feb 3, 2014:
Say you visit a new hairdresser. First visit. At the till, he hands you a receipt and a card which entitles you to a 10% discount if you come back within six weeks. THAT is your 'terugkomactie'.
Will Kelly (asker) Feb 3, 2014:
The 'follow-up' element in follow-up campaign implies that something is being followed up on but does not specify that it is a previous campaign.
sindy cremer Feb 3, 2014:
No Michael, that's exactly the point: it does NOT mean that the company follows up on a previous campaign. It means that the company does something to lure the customer BACK into his shop.
Michael Beijer Feb 3, 2014:
Hmm. Actually, my answer is not a 'more general version' of Sindy's answer. They are completely different. 'Terugkomactie' can mean several different things, and is not a clearly defined term in Dutch.:

1. follow-up campaign; follow-up promotion (het bedrijf 'komt terug' op iets...)
2. loyal customer promotion, customer loyalty promotion, return customer promotion (klant word beloond voor terugkomen)
3. comeback (Don't call it a comeback!)
sindy cremer Feb 3, 2014:
Tbh I don't care; I merely wanted to point out that 'follow-up campaign' is not the correct translation of 'terugkomactie'. A terugkomactie may be the very first action ever targeted at a customer. Follow-up suggests the existence of a previous promotion.
I think I made my point. I'm going back to work now.
Will Kelly (asker) Feb 3, 2014:
The former option seemed most straightforward. Glossary entry amended accordingly.
freekfluweel Feb 3, 2014:
@WK Either you edit the term for the glossary or make a complete new entry for SC to answer.
Will Kelly (asker) Feb 3, 2014:
No worries, no disrespect taken The answer I selected was the one I used because the client was happy with it. Nonetheless, for the purposes of the glossary it would be useful to select your answer as well. Is there a way of doing so? I do prefer the idea of selecting both the much more general answer and the more specific, as in this specific instance the client agreed that 'follow-up campaign' was more appropriate.
sindy cremer Feb 3, 2014:
No disrespect meant but the fact that you posted the term as a question suggests that you were unfamiliar with its meaning. The answer I gave is specific enough, imho, and so is the explanation I provided. If you don't find the answer suitable then I am certain that based on the ample examples, references and suggestions from our peers you can think of a proper term for the glossary. 'Follow-up campaign', however, it is not.
Will Kelly (asker) Feb 3, 2014:
Hi Sindy. Yes, here context dictated that a very general translation was perfectly sufficient, and the client is happy with that. Many thanks for your comments though; I agree with them. If you propose a suitable, more specific translation on the basis of your comments I will be happy to select it for the purposes of the glossary.
sindy cremer Feb 3, 2014:
@ Will Kelly I hope you picked the correct answer for your translation ;-)

Proposed translations

+3
22 mins
Selected

follow-up campaign; follow-up promotion

or 'follow-up marketing campaign'

I think one of these might work.

--------------------------------------------------
Note added at 8 hrs (2014-01-29 22:27:56 GMT)
--------------------------------------------------

*************************
I'll leave this answer up for posterity, but I think it's wrong and Sindy's is correct. I think the correct translation of 'terugkomactie' is 'customer loyalty promotion' (which sounds a little better than Sindy's suggested 'loyal customer promotion'). Another option would be 'return customer promotion'.
*************************
Example sentence:

Don't let valuable leads pass you by – create a follow-up campaign and upsell your happy customers instead.

Four different types of immediate follow-up promotions to develop to pitch your daily deal customers when they redeem their purchased vouchers.

Peer comment(s):
agree Nicole Coesel : You hit the nail right on the head :)
14 mins
Thanks!
agree Tina Vonhof (X)
1 hr
Thanks!
neutral sindy cremer : I find this too general as it could refer to any type of campaign; terugkomactie specifically targets existing clients.
3 hrs
Hmm. It might be more than 'too general', it might actually be wrong.
agree Richard Purdom
5 hrs
Thanks!
Something went wrong...
4 KudoZ points awarded for this answer. Comment: "Many thanks!"
35 mins

call to action

suggestion
Example sentence:

However, the number of leads fails to match our expectations because we don’t spend enough time creating a killer call to action.

Reference:

http://www.copyblogger.com/call-to-action-mistakes/

http://www.businessdictionary.com/definition/call-to-action.html

Something went wrong...
+2
4 hrs

loyal customer promotion


The main objective of loyalty promotions is to encourage repeat purchases by rewarding customers for their loyalty and continued support.


"Our loyal customer promotion in designed to reward our customers who come back year after year to buy our filters. As a small token of our appreciation we will give you your sixth case of filters free of charge. All you have to do is pay for the freight."

"Starting on my opening date of August 1, 2012, I will be having a "Loyal Customer" promotion deal. Come in for five massages of any type except for the Chair Massage and receive your sixth massage half off!"

(see plenty more examples on the web)
Peer comment(s):
agree Michael Beijer : Sounds good too. I don't think we have enough context to decide conclusively which answer is correct. / having actually read all your refs, and Googled a few more, I agree with you. It’s a 'customer loyalty promotion' (or 'return customer promotion')
2 hrs
I think we have plenty. A terugkomactie is exactly what it says in these refs: a promotion to get customers back into your shop for a second or third or whatever-th visit.
agree writeaway : more than enough context and it has to do with customer loyalty. not at all with any follow-up promotion. that is simply wrong.
4 days
Something went wrong...

Reference comments

4 hrs
Reference:

terugkomactie

'Terugkomacties' specifically target existing clients and aim and getting them back into your shop. The translation should reflect that.

Examples with 'terugkomactie' from the web:

Aan het begin van dit jaar hebben we de terugkom actie [sic] gedaan. Binnen 12 weken twee keer terug; 10 euro korting. (=> come back to the shop twice in twelve weeks - get a 10 euro discount.)

http://www.chaletlescailloux.be/nl/welkom/acties/
1) Actie voor vaste klanten
Wie na zijn verblijf in Les Cailloux beslist om nog een 2de, 3de,… keer te boeken krijgt telkens 5 procent korting op het verblijf. Zo willen we onze vaste klanten nog een beetje meer verwennen. Graag ook bij boeking de code “terugkomactie” vermelden, zo kunnen we u de korting zeker toekennen. (=>5% discount at your next booking)

http://denationalefranchisegids.nl/franchisenieuws/hoe-krijg...
Prikkel met een terugkom actie [sic], kleine maar persoonlijk getinte presentjes kunnen wonderen verrichten. Geef aan, dat u er baat bij heeft, dat de klant terugkomt. Onderteken de brief persoonlijk en stuur een antwoordenvelop mee. (=> personalised promotion for existing clients)

http://marijnkrijger.nl/2011/06/concurrentie-tussen-kappers-...
Beide kapsalons hebben terugkomacties, 10% korting als je een nieuwe afspraak over zes weken maakt bij Guitoneau en 10% korting bij het aanbrengen van een nieuwe klant. (=>10% discount is you come back to the shop in six weeks and 10% discount if you refer a new client.)
Peer comments on this reference comment:
agree Michael Beijer : yup
4 hrs
Something went wrong...
5 hrs
Reference:

Kapsalon De Hoofdzaak heeft de afgelopen maanden een terugkomactie gehad. Klanten die geknipt waren en binnen een termijn van 12 weken nog tweemaal het haar lieten knippen kregen een aantrekkelijke korting en maakte bovendien kans op een leuke prijs. Als prijs was er deze keer gekozen voor een digitale fotocamera. De mix van er verzorgd uitzien, een mooie korting en kans op de camera was blijkbaar ideaal voor veel klanten van De Hoofdzaak. Een record aantal klanten leverde de vol gestempelde kaart in waaruit de winnaars werden getrokken. Afgelopen weken ontving 3 dames en een heer vanuit de handen van hun favoriete kapsters de digitale camera’s. Hieronder zie je de gelukkige prijswinnaars!
http://www.de-hoofdzaak.nl/nieuws/winnaars-teugkomactie.html

--------------------------------------------------
Note added at 30 days (2014-03-01 12:09:54 GMT) Post-grading
--------------------------------------------------

http://www.translatorscafe.com/tcTerms/EN/thQuestion.aspx?id...
Peer comments on this reference comment:
agree Michael Beijer : Inderdeed
3 hrs
Something went wrong...
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