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.
Motivforce has scooped two Gold Awards and three Silver Awards at the prestigious 2018 Brandon Hall Excellence Awards with client channel incentive programs Know Your IBM and Lenovo LEAP.
It seems that the 2018 obituary for offline communications and tactics in loyalty and channel incentives programs has been premature. Indeed, we have seen an increase in program sponsors allocating budgets to offline executions during the first eight months of 2018, signaling a retreat from the sole reliance on digital communications.
Motivforce’s innovative and pioneering approach to creating Celebrity Cruises’ travel agency loyalty program ‘Celebrity Rewards’ has been recognised with one of the most prestigious accolades in the incentive marketing industry.
Celebrity Rewards has been named the recipient of the Incentive Marketing Association (IMA) 2018 Circle of Excellence Award in the Consumer Offer, Branding Program & Customer Loyalty category.
One of the growing challenges facing all loyalty practitioners is how to drive higher levels of engagement. Traditional methods such as bonus points and bespoke communications, whilst still effective, are losing their impact, particularly when competitor loyalty programs are also engaging in these tactics.
Motivforce has topped off the first half of 2018 by winning three prestigious accolades in the B2B loyalty marketing industry in recognition of its pioneering channel incentive programs, Know Your IBM and Lenovo LEAP.
Motivforce is in line for a host of accolades over the next few months as we’ve been shortlisted for three high profile awards programs with our clients IBM, Lenovo and Celebrity Cruises.
Just in case you might have missed it; a wind of change has started to blow in the loyalty marketing landscape. In Europe the General Data Protection Regulation (GDPR) is about to go live and it marks a heightened privacy consciousness among businesses and their customers. And ultimately, we expect that the principles of GDPR will go global.
Even if you are not operating from the EU, it is not a bad idea to start reflecting on what the new model of data protection will mean for you and your program. Almost certainly, the bar will be raised and your program members will expect you to take your protection of their data to a whole new level.
So, are you GDPR ready? First off, the new privacy laws regulations are going to be complex and you definitely need to consult your legal team for expert advice (Disclaimer 1). But, there are several opportunities for loyalty marketing and programs on the horizon. Read on
This variation on an old Queen song came to mind when we asked ourselves a question that challenges one of the fundamental aspects of loyalty programs. Are those hierarchical program tier structures that group customers in different levels, depending on spending or selling pre-specified amounts, really the most effective design feature? Tiers foster feelings of status, depict various degrees of member loyalty, motivate people to keep their status and can easily be extended.
In today’s markets company success seems to depend increasingly on the capabilities of their business partners. The proliferation of online courses and just-in-time knowledge available through mobile is prompting organizations to pay attention to innovative modes of instruction. Yet, we often see that too many enablement programs focus on the wrong content. When we point this out to clients, we invariably get asked the question ‘But how can we design programs that link to our strategic channel priorities?’ Here’s input for starting that very strategic conversation.
What does 2018 have in store for the B2B loyalty sector? Our loyalty doctors have gazed into their crystal ball and are predicting greater transparency about privacy, more ‘loyalty hacking’, increased use of artificial intelligence (AI) to accelerate program members attention and interest (A&I) and more programs going local, not just in Acapulco. 2018 will also see a new era of ‘influencer loyalty’ via online reviews from proactive program members and more member-to-member live video streaming in a quest for personalisation. Programs will also see more effective loyalty cycle management so that they don’t become complacent about longstanding participants. You can read the full list of top 10 B2B loyalty program trends for by clicking here: