ST. PETERSBURG — Family-owned Kobie Marketing employs 76 people and expects to add at least 20 positions in the next year. Management is evaluating locations for expansion in downtown St. Petersburg.

Kobie, a direct marketing company focused on reward programs, is riding a national wave that’s gained strength since the economic downturn.

Companies with less money to spend on advertising realized they had to focus on their existing customers, said Erin Raese, chief operating officer of Loyalty 360, an industry association.

Raese has observed a surge in loyalty program initiatives in the last three years. Examples are the launch of ...