Page 12 - Beverage MasterAug Sept 2020_Rev

Legal & Marketing

and further personalize their sales and marketing can be used to further personalize sales and mar-
strategies. keting strategies.

By integrating this data with their existing CRM Using Gamification to Make
or ERP, craft beer producers can maintain a more Programs More Engaging
accurate picture of the buyer experience. For
instance, craft beer producers can see which dis- Elements of gamification, such as trivia, leader-
tributor and wholesaler sales reps are engaging boards and spin-to-wins, can be incorporated into
with a certain promotion in order to create relevant incentive program websites to drive more regular
cross-sell and up-sell opportunities. They can view engagement in between reward-earning opportu-
which accounts (or even regions) need to be nur- nities. These make the programs more interesting
tured or reengaged. Having this visibility into the for participants, while offering additional tools to
sales channel helps craft beer producers anticipate shape the behavior of supply chain trading part-
the needs of their supply chain trading partners and ners. For instance, daily trivia can be utilized to
allocate their marketing spend more intelligently. keep channel partners coming back to the website,
while assigning limited-time bonus points for selling
Additionally, sales claim submission and veri- specific products or completing other CTAs (calls
fication tools make it easier for distributor and to action) are another great incentive. This makes
wholesaler sales reps to exchange data at the point for a more rewarding channel partner experience –
of sale. Some craft beer producers use this as an even before partners ever redeem a reward!
opportunity to gain information about customers
further down the supply chain in order to glean In addition, interactive quizzes and training mod-
insight about the retailers and restaurants that sell ules make your supply chain trading partners more
their beer to end-users. Survey tools allow supply knowledgeable and effective representatives of the
chain trading members to offer feedback, which brand. Sales reps sell what they know and provid-

10 August - September 2020 BEVERAGE MASTER

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