companies look to gain maximum 'bang for their buck' from their
marketing budgets, they are looking more and more towards incentive-based
programmes that target specific groups of customers over a period
of time and reward them for achieving set objectives.
These reward programmes provide a compelling reason for participants
to do more business with the programme owner, assuming the fundamental
areas of good service, price competitiveness, credibility and
reliability of products or services are already in place.
essence, these programmes can be the 'icing on the cake' and if
structured and implemented properly, are a fantastic tool for
account managers to focus their customers on set objectives or
specific products that the company is looking to promote.
these programmes have worked well for many organisations, the
delivery vehicle has traditionally been by way of print - often
using presentation packs explaining how the particular programme
works, detailing the customer's measurement criteria and including
a rewards catalogue showing what can be won and how rewards can
be claimed. Performance updates have traditionally been sent out
at the end of each month to programme participants, detailing
how they are tracking.
are, however, a number of issues associated with print as a means
cost of material, particularly if the programme requires different
groups of customers to view different information.
inflexibility of altering the programme or rewards once the
material has gone out.
can be easily misplaced.
updates are often already a week or so out of date.
information is not very secure.
prize redemption process takes time, requiring additional forms.
reports for the client are more often done at the end of the
the good news - as the web has become more accessible, these programmes
can now be cost effectively communicated and managed on-line and
not only overcome all of the above problems but can make these programmes
relatively new and innovative example of this is winrewards.com,
a comprehensive system that allows for customised rewards programmes
of any type or size - whether existing print-based programmes
or new ones - to be run on-line.
utilises proprietary software and an administration area where
all relevant programme information is entered. The winrewards.com
design team build customised pages for the client and a participant
is assigned a logon name and password so they can see how the
programme works, view their current performance status, see the
rewards on offer and claim them if entitled to.
system includes a wide range of features including: change of
password and forcing acceptance of terms & conditions; inclusion
of bonus offers, leaderboards, monthly specials or links; the
ability for a participant to request a reward to be added; the
option of sending emails to participants as they get close to
performance trigger levels. For a programme owner, a separate
logon area allows for up-to-date reports detailing information
such as how participants are performing, what rewards have been
claimed and even how many times they have logged on!
have been running on the winrewards.com platform in New Zealand
and Australia over the past year with very positive client and
participant feedback. A large company in Australia trialed it
for 6 months targeting 1200 participants over 11 different staff
and trade 'groups' - all measured differently and only viewing
pages relevant to them. They were so impressed that they extended
the programme for a further 12 months, making the site an integral
part of their day-to-day business.
White, Northern Region General Manager for DB Breweries Ltd, has
used the system to target 100 of DB's top tap beer outlets, each
with individual volume targets to achieve in order to earn a range
website provided us a fantastic vehicle to tailor make an
incentive program for each key customer based on individual
targets and a personalised rewards system. It enabled our
account representatives to regularly monitor performance and
plan out activity to assist outlets in achieving their targets.
Overall the program greatly enhanced the business relationship
between key customers and our sales team."