Page 11 - Beverage MasterOct Nov 2020

Legal & Marketing

ily attainable rewards for new participants to Types of Incentive Rewards
exclusive rewards for top performers?
• Memorability: How long will this reward keep Today’s incentive reward programs provide a vari-
your brand top-of-mind with participants? ety of different reward types that craft beer pro-
• Participant Lifestyle: Which types of rewards ducers can offer to their participants. These include
appeal to your participants’ interests and align gift card and debit card rewards, points-based mer-
with their lifestyles? chandise rewards and group incentive travel. Each
• Competition: If your competitors are running a of these reward types has various strengths and
rewards program, how will your program pro- weaknesses, depending on the goals of a craft beer
vide a more compelling value to your partici- producer and the makeup of their target audience.
pants?
For instance, gift card and debit card rewards
Additionally, craft beer producers need to con- are highly scalable and provide an easy to under-
sider how their reward selection ties into their stand value proposition. However, this comes at
overarching goals, as well as their budget. Will it be the expense of personalization. While a branded,
more profitable to focus on providing more attain- reloadable debit card will keep your brand top-
able, less personalized rewards to drive short-term of-mind longer than cash commission, it doesn’t
growth or to develop high value, highly personal- provide much in the way of social value and will
ized rewards to solidify long-term loyalty? Or, per- not necessarily make a distributor sales rep feel
haps, some craft beer producers will be interested warm and fuzzy about your brand. With e-delivery
in a mix of both. Either way, it’s important for craft options and reloadable cards, gift card and debit
beer producers to view their incentive reward card rewards can be awarded almost instantly,
program as an investment rather than a cost and making them best-suited for SPIFFs (short-term
concentrate on choosing rewards that help them incentive promotions) or for sales promotions for a
achieve their goals in a profitable, cost-effective wide audience.
manner.

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