InterContinental Hotels Group's Jenni Kolshak on Customer Social Networks

TM: Has, or will, this public community initiative replace any other IHG marketing to this group?
JK: At this point, no. [The marketing] is really kind of targeted. Some people might still get our e-newsletters or e-statements every month, but I think [Priority Club Connect] is just very different. It doesn't necessarily replace any of those things.

Again, it's that—I feel like this is cliché—two-way conversation members aren't getting through an e-mail piece or a direct mail piece. We know this isn't for everybody, so it's finding that niche group of people who want to interact this way and want to engage with the brand this way.