Page 13 - Beverage MasterOct Nov 2020

Legal & Marketing

• A communication platform that craft beer pro-
ducers can use to send customized communica-
tion and automated alerts via email, SMS, push
notifications and direct mail;
• Customizable enrollment forms that craft beer
producers can use to capture data about their
indirect sales reps in order to personalize their
sales and marketing;
• Data collection tools that make it easy for indi-
rect sales reps to upload sales invoices or scan
QR codes in order to verify their sales claims
and earn points;
• Elements of gamification such as leaderboards,
spin-to-wins and limited time bonuses to keep
sales reps more consistently engaged;
• Online surveys and analytics tools that help craft
beer producers better understand the members
of their channel and provide a more rewarding
partner experience; and
• Interactive quizzes and online training plat-
forms to help indirect sales reps become more
informed, effective advocates of the brand.

The appeal of earning a reward channels indirect
sales reps into this funnel and keeps them invest-
ed in the communication they receive through
the program. But, more importantly, the reward
program itself provides an entire ecosystem for
more personalized communication and engaging
brand interactions between craft beer producers
and members of their channels. By focusing on the
partner experience, both before and after earning a
reward, craft beer producers have the opportunity
to maximize the effectiveness of their reward pro-
gram, solidify brand preference among their supply
chain trading partners, differentiate their brand
and target long-term strategic initiatives.

Nichole Gunn is the
VP of Marketing and
Creative Services at
Incentive Solutions
(www.incentivesolutions.
com), an Atlanta-based
incentive company that
specializes in helping B2B
companies improve their
channel sales, build cus-
tomer loyalty, and moti-
vate their employees. Nichole Gunn can be reached
at ngunn@incentivesolutions.com.

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