| The experts offer their
views on a trip for partner retailer staff, foregoing
Sun City for somewhere cheaper and extending rewards
to ‘other halves’.
Q – My company is launching its new
home entertainment system next year and our partner
retailers are central to its success. Travel incentives
for partner sales staff are widespread, so how can
I design a programme that will provide the stand-out
to raise our sales?
A – Justine Clement says: The first
thing to establish in a programme such as this is:
what type of audience is the partner retailer made
up of? As they sell electrical goods, I would assume
that the majority are likely to be 18 to 35 year-old
men, with a minority of females. With that in mind,
we need to consider what would appeal to and inspire
this audience.
My recommendation would be to have one really ‘wow’
headline prize to grab attention and two very appealing
second and third prizes to spread the rewards and
interest a little further. The partner retailer locations
are likely to be nationwide, so the best form of communication
would be key communication pieces sent to each individual
retailer location. Posters could reveal the top prize
to gain people’s interest and a simple communication
message on the poster would give details of how to
enter. Foe example, is the winner going to be the
person who’s sold the most units in a given
time?
A detailed pack, mirroring the poster artwork, would
be distributed to all sales staff via each partner
retailers’ department head. Using company staff
intranets is another great way to communication incentive
schemes. It’s also important for communications
to be clear, simple and exciting.
I suggest offering a top prize that inspires those
interested in high technology. A week-long trip with
Zero Gravity Flight in either Moscow or Florida would
be excellent and the communication posters would work
well alongside this. Second prize could be a weekend
in Electric City in Japan and third could be a weekend
in Paris at a high-tech hotel that uses fingerprint
technology to open the door to your room. Travel incentives
for one person are not appealing, so they should all
be for two.
It is of course important to use a fulfilment specialist
to handle the prizes, taking responsibility for this
off the company’s hands. It also ensures winners
have a full brand experience and that any questions
they have during the process will be met with specialist
knowledge.
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