PHD INSIGHTS ON SUCCESSFULLY ENGAGING YOUR CHANNEL PARTNERS
by Ivan Grisedale
Are you thinking; "do enablement & incentive programs build loyalty with Channel partners and resellers"?
If so then here are some key questions to consider if you're thinking about launching a B2B Loyalty Program or even how to re-engineer an existing one:
The first one is to ask yourself 'Is a loyalty program right for your business'? Like any marketing strategy, loyalty programs have a place and an ideal environment in which they should be deployed and managed.
Are we currently supporting our partners and what should we be considering?
You might then wonder if it’s a good idea to involve other vendors and 'what are the key benefits of a 'B2B Coalition'.
Amplifying the message internally through chat rooms, live chat, rating and feedback mechanisms as well as externally through Social Badging using the Open Badge platform may help you to understand 'why social media in your loyalty program increases ROI results'.
Thinking ahead, you might ponder thoughts around the best 'tactics to accelerate participation in your loyalty program' once you've arrived at the ‘threshold of engagement’.
Getting the balance right between the hard and soft benefits of your b2b channel loyalty program can be the key to its effectiveness.
When all is said and done, you’ll want to feel safe & secure in the knowledge that you have an “in tune” customer help desk to handle participant’s queries, comments, aspirations and…. complaints.
So if you already have a program that you've realised needs 'hacking'; a new approach is sometimes the best cure.
Voluntary executive learning is an important element of many B2B loyalty and channel programs. Indeed the cost effectiveness that the digital revolution has offered to program sponsors allows for the deployment of online e-learning modules quickly, covering remote geographies and in multiple languages.
Whilst the digital revolution encompassing online platforms has heralded a new age in corporate learning, the advancement in learning structure and content has not moved at the same pace.
Try these 3 tactics to accelerate the journey from enrollment to engagement in your loyalty program and thus minimize the period that a newly enrolled participant spends in the chasm of disengagement and go into "Walking Dead" status.
Motivforce has struck gold, not once, not twice, but THREE times at this year’s prestigious Brandon Hall Group Excellence Awards in recognition of our innovative Know Your IBM channel partner program.
Know Your IBM was honored with a Gold Award for Excellence in three categories: Best Results of a Learning Program; Best Advance in Creating an Extended Enterprise Learning Program; and Best Sales Training Program for Extended Enterprise.
Additionally, Know Your IBM collected a Bronze Award for Excellence in Best Program for Sales & Training Performance.
‘Social Loyalty’ has been gaining momentum over the past five years as an effective strategy to drive engagement, enablement and sales performance. Interestingly, many companies are still slow to embrace social media into their loyalty programs due to concerns that they cannot control the conversation. However, it is now apparent that participation, as opposed to control, is the most effective way to drive participant behavior.
The odds were certainly favourable for Motivforce’s latest Loyalty Leadership Forum which took place at the historic Jockey Club Rooms in Newmarket, Suffolk, home of British horseracing. Building on the unbridled success of previous Forums, the event provided an ideal opportunity for Motivforce’s loyalty experts to showcase the latest B2B loyalty trends and share their wisdom with clients and channel marketeers
Motivforce’s winning streak continued at the recent Institute of Promotional Marketing (IPM) awards in London when we scooped a Silver Award for Best Campaign in the Travel & Tourism, Leisure, Recreation & Media category with Thomas Cook’s Endless Earnings employee recognition program. Plus Motivforce won a Silver Award for Best B2B Campaign with the Know Your IBM channel partner loyalty program.
Motivforce has triumphed at the prestigious 2019 Loyalty Magazine Awards winning the category ‘Best B2B Loyalty Program’ for the second year running with the Know Your IBM channel partner program.
Now in their eighth year, The Loyalty Magazine Awards pay tribute to the creativity, ingenuity, technical brilliance and sheer marketing genius that it takes to produce a world-class loyalty initiative. Held at the magnificent historic venue, Tower of London, the gala awards ceremony has established itself as the premier event on the loyalty calendar.
We are excited to announce that Motivforce has been named a finalist in three categories at the 2019 Institute of Promotional Marketing (IPM) Awards together with our client programs Know Your IBM and Thomas Cook Endless Earnings.
Gamification is the use of game-play mechanics for non-game applications and it has grown in popularity as a loyalty program tactic. Indeed, when used effectively digital games have achieved fantastic results.
Equally, there have been numerous examples where the gamification execution has failed to deliver. This can be extremely problematic for businesses as the financial investment and staff resources required to design and deploy gamification can be considerable.
The top three reasons why gamification tactics and campaigns failing to deliver the desired ROI have been identified as:
Loyalty and incentive programs attract, motivate and reward your best customers and there is no doubt that they can be very powerful marketing tools – their success has been well documented in industry case studies, academic literature and loyalty marketing awards programs.
Your best customers are the ones that listen to and respond to your loyalty promise. But delivering on that promise is highly dependent on structuring an effective program. All too often loyalty programs fail to deliver their promise not only to participants; they also fail to meet the high expectations of senior management.
Thus, to deliver on the ‘spectacle’ of a loyalty program, it’s vital we work on the ‘science’ behind it. Here are 8 key elements to applying this science.