Question

Topic: Strategy

Trade Loyalty Program(engagement Program)

Posted by Anonymous on 9/25/2008 at 2:41 AM ET 250 Points
Dear all
I want to launch a retail engagement program(loyalty program for the trade). I work with a mobile company and the program will target initial 100 dealers and then take it to 500 next year, and so on

any ideas on what points should i cover in this program,

the thing is that we dont want to make it a sales based shceme or a points program, but an overall brand engagement program.....pls help
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RESPONSES

  • Posted on 9/25/2008 at 8:31 AM Author
    Hi Phil

    What i meant was engaging with the dealers in such a manner that we also get their mind share as a brand, and not just shelf share....so its about building a relationship of them with our brand

    thus need to design a program around this line..
  • Posted on 9/26/2008 at 12:05 AM Author
    thanks Denise, but if we ask them what they want, it might just open up a pandora's box!
    after all they are 500 different people...

    do let me know if someone has experienced or read about such programmes
  • Posted on 9/26/2008 at 12:05 AM Author
    thanks Denise, but if we ask them what they want, it might just open up a pandora's box!
    after all they are 500 different people...

    do let me know if someone has experienced or read about such programmes
  • Posted by Jay Hamilton-Roth on 9/26/2008 at 8:39 AM Accepted
    (Aside: You might get 500 different responses, or you might get 5 similar clumps of responses.)

    Some ideas in general:
    * Make it easier for them to sell your product. Provide an easy program that compares/contrasts your product against the competition.
    * Make it less likely people will return your product. Ensure that you've tested your product well (for ease of use, ruggedness, etc.).
    * Make it so anyone can sell your product. Make the product sell itself: great/colorful graphics, compelling text, language based on extensive testing on target market's needs.
    * Make it fun to interact with your company. Don't just be another corporate offering. Is your website entertaining/cool? Your receptionist/customer support amazingly friendly/patient?
    * Presell the product for them. Do great ad and PR campaigns targeting the demographic. Your goal is to have people come in off the street and ask for your product by name.
  • Posted by Lazenby on 9/27/2008 at 10:36 PM Accepted
    So the first thing you are going to want to do is to be much clearer from the get go as we are all trying to define what you are asking us.

    I hear you saying you are a mobile provider selling to shops who sell your service/hardware as part of their portfolio and you want to engage them in your brand proposition so they will drive your brand and your sales.

    Based on this premise, I would suggest getting them to use your product rather than your competitors. Make them a believer, nothing is better than buying a car and the salesperson is driving that same car.

    Two, find a way to get them to invest in your brand. By this I mean to get them to add some POP and to create some events where they are representing your brand as an owner not as a salesman. So maybe you challenge them to get a 3 free PR placements with your brand and then give them a reward for that work...Best Buy gift card etc.

    Just think about rewarding the behavior your want and how to make partners out of them rather than tactical representatives.

    Just thoughts - clint
  • Posted on 9/29/2008 at 11:37 PM Author
    thanks clint

    point taken on giving them free 3 pr placements...what else do you guys suggest, can we spend on them to make them engage strongly with our brand at an emotional and committment levels??

    rgds
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