Motivforce scooped a hat trick of awards in one night on 14th June in recognition of our innovative B2B Celebrity Rewards program with Celebrity Cruises, as well as our success with the Lenovo LEAP channel partner program.
Celebrity Rewards won GOLD in the ‘Loyalty or Relationship Campaign’ category and SILVER for ‘Most Effective Incentive Program’ at the IPM Awards in London.
At the same time across the Atlantic in New York, the Lenovo LEAP channel marketing program triumphed at the PRO Awards, winning Bronze for ‘Best Loyalty Marketing Campaign’.
The IPM (Institute of Promotional Marketing) Awards recognise the best campaigns across the UK and reward the outstanding efforts that go into making the best in promotional marketing possible. Announcing Celebrity Cruises & Motivforce as winners, the IPM said: “Celebrity Rewards won in both categories because not only was this program a pioneering, lucrative and revolutionary trade incentive scheme in the cruise industry, it also critically drove the right selling behaviour which delivered against all Celebrity Cruises’ business objectives, launching to tight timescales and even tighter budget, in an extremely competitive market.”
The PRO Awards in the USA are the gold standard for excellence in promotional marketing, celebrating the best of the best campaigns over the past year – from shopper marketing, multi-cultural, entertainment and gamification, to B2B channel marketing and loyalty programs. Presented by Chief Marketer, the leading authority on measurable marketing and promotions, the 2016 PRO Awards attracted entries from over 500 campaigns.
The Celebrity Rewards story:
Celebrity Cruises is a luxury cruise brand, operating in a highly competitive, price-driven market where travel agents in the B2B distribution channel have a vast array of cruise operators and holiday products to recommend and book for their customers. These travel agents are bombarded daily with cash incentives and commissions to sell competitor’s products. As a result, there is little loyalty to any one brand.
The challenge was to create a loyalty scheme that engaged and motivated UK and Irish travel agents to switch sell to Celebrity Cruises, to reward them for upselling the booking and motivate them to continually sell Celebrity Cruises in order to increase overall revenue.
Motivforce created the innovative Celebrity Rewards program which cut through this crowded market thanks to ground-breaking elements such as sales efficacy, high-level engagement, unprecedented reward flexibility, product experiential rewards, auctions, bespoke participant analytics and tailored communications.
The program has been a phenomenal success, exceeding Celebrity Cruises ambitious targets and driving desired selling behaviour. Celebrity Rewards attracted almost 9,000 agent participants – 75% over target; doubled the target set for increasing Average Per Day spend of each guest; and secured record early bookings for 2016
The Lenovo LEAP story:
Lenovo is a Chinese multinational computer technology company with headquarters in Beijing and North Carolina, USA. In 2014 IBM sold its System X86 server division to Lenovo, including its Business Partner (BP) distribution channel. The challenge was to build a new channel loyalty program from scratch whilst enticing traditional and long term IBM resellers to switch alliances to Lenovo.
Motivforce developed the Lenovo LEAP (Lenovo Expert Achievers Programme) structured around two components - Learn & Earn which awarded participants with points for completing educational modules online; and Sell & Earn which rewarded participants for selling eligible Lenovo server products. Points are redeemed for MasterCard gift cards or reloadable cards.
The logistics cannot be underestimated – 5,000 participants, 700 firms in 60 countries involving 8 languages. Despite these challenges, LEAP’s results were outstanding. The LEAP program not only encouraged the former IBM BP channel to migrate and remain loyal to Lenovo, it more than doubled the active user base and achieved significant revenue for Lenovo – 40% over target. The number of educational modules completed by LEAP participants was a phenomenal 200% over target. The most emphatic measure of the program’s success was the sales efficacy of LEAP participants, who sold 7 times more Lenovo products than non-participants in 2015.