Page 11 - Beverage MasterAug Sept 2020_Rev

Legal & Marketing

ing way to differentiate the brand and drum up element of effective digital engagement. Modern
initial engagement, the real value proposition for channel incentive programs allow craft beer pro-
craft beer producers occurs in the opportunities for ducers to integrate their rewards program with
growth and improved communication that the pro- their existing website or partner portal.
gram creates.
This helps craft beer producers accomplish several
Motivating and facilitating digital engagement is a goals. First, it drives supply chain trading partners
major focus of today’s channel incentive programs. to the website, where they can gain addition-
Depending on their scope, these programs can pro- al exposure to the brand and its product lines.
vide: Secondly, creating a single sign-on reduces the
need for partners to keep track of additional URLs
● An integrated digital hub where channel part- or login information, making them more likely to
ners can learn more about the brand, while engage with the brand. Finally, offering channel
exploring the latest incentive promotions; partners the ability to redeem for rewards directly
from a company website provides positive rein-
● Automated communication touchpoints, such forcement that partners will associate with your
as email, SMS, push notifications, monthly brand in the future.
statements, and website announcements;
Leveraging Automation for
● Custom enrollment forms and survey tools to More Efficient Communication
round out partner profiles and fill in missing
gaps in data; When it comes to channel partnerships, commu-
nication is key. While smaller craft beer producers
● A branded mobile app where partners can easi- can be accustomed to operating exclusively with
ly upload sales invoices and other documents in manual processes and analog customer experi-
order to earn reward points; ences, what happens when it’s time to scale a
go-to-market strategy?
● Gamification- and education-based platforms
to increase engagement and help supply chain Channel incentive programs give craft beer pro-
trading partners become better representatives ducers the ability to automate a large portion of
of the brand; and their channel marketing. With triggered emails,
SMS, push notifications, and website announce-
● Streamlined administrative tools and reporting ments, incentive program software allow craft beer
dashboards that enable craft beer producers to producers to efficiently communicate with mem-
easily manage their programs and monitor suc- bers of their channel based on specific parameters.
cess. Additionally, if craft beer producers are pressed
for time, some incentive companies even provide
These components help make the brand more the option to outsource entire custom, end-to-end
accessible to supply chain trading partners, while incentive marketing campaigns.
giving craft beer producers tools to consistently
engage partners across digital channels. Better yet, Collecting Data to Provide a
all of these platforms exist in a space where supply Connected Customer Experience
chain trading partners have the opportunity to earn
rewards. This means that supply chain trading part- For craft beer producers, a channel incentive pro-
ners will be more likely to engage with the brand gram is a valuable opportunity to learn more about
interactions they experience through the channel the distributor and wholesaler sales reps who make
incentive program, whether via email, SMS, apps or up their channel. Reward-earning opportunities
other digital platforms motivate supply chain trading partners to share
information that craft beer producers would oth-
Integrating Incentive Programs erwise struggle to obtain. From firmographic data,
with a Website to contact information, engagement metrics, and
buying habits, craft beer producers can use this
Providing a seamless user experience is an integral data to inform their sales and marketing strategies

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