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TRADE RELATIONSHIP PROGRAMS. These programs are designed to improve share of business, revenue and profitability at the trade through six marketing programs such as Business Partner Loyalty, Channel Awareness, Lead Generation, Frontliners Loyalty, Brand Visibility & Availability, and Customer Satisfaction.
Business Partner Loyalty Progam. These are customized programs targeted to business partners with achieve greater revenue contributions by providing incentives based on certain KPIs. Business Partner are key channels of our products or services and these would include traditional channels like wholesalers, retailers, and agents. Other non-traditional channels would include influencers such as experts in their fields that buyers would listen to. Examples of these are chefs for food products, dentists for dental products, models for beauty products, etc.
Based on sales or KPI goals, Business Partners are rewarded with incentives which they can use either for their business or their personal needs and wants. Incentives maybe awarded based on individual, team, or company base.
See our case study on a Retailer Loyalty Program.
Results: Increases sales, profitability and share of business amongst channel partners.
Channel Awareness. This activity can be part of a Business Partner Loyalty Program or solely as an initiative to create more awareness and recall of a product and its benefits. Avanza has found an innovative way of measuring and increasing your channel partners' skills and knowledge that better equips them to sell the product or service. To create more participation in the learning process, incentives are provided for those who are able to have product and benefit recall. Incentives are usually rewards that are either for their personal use or may be designed for the team to enjoy together.
Lead Generation. The objective of a Lead Generation Program to open the doorway to new prospects for business partners by providing available leads or allowing your sales to build the leads. The Program then provides incentives for either bringing a lead or closing an available lead. Avanza can develop a system that can track lead assignments up to successful leads of each sales person. Each sales person can monitor points awarded based on how leads have been closed and redeem their points in the Avanza Loyalty System.
Results: Fast tracks client base and closing leads.
Frontliners Loyalty Program. These programs help build brand support from another target group of purchase influencers. According to several experts, 70% of the decision making is done at point of sale. No matter how much advertising has been spent on all four major media (e.g. print, TV, radio, internet), the ultimate decision making is made at point of purchase.
The frontliner has been proven to be one of the most influential persons to change the mind of a customer. This is why a marketing person must consider all fronts of touch points to make sure that the customer does not change its mind when the time of purchase finally comes. Product knowledge and most especially incentives can be provided to make sure that the front liner has your brand as top-of-mind when a customer asks for a recommendation or is unsure of the brand to buy.
Results: Increases product push amongst frontliners at point of purchase.
See our case study on a Frontlines Program.
Brand Visibility & Availability. These are merchandising and audit programs that gather market intelligence at the trade level.It is very important to be highly visible at the trade so your customers are not distracted by the presence of your competitors. Merchandising based on your requirements are either placed at the trade or regularly monitored for compliance and competitive check. To make it more effective, trade incentives for owners of retailers are provided for complying to the merchandising standards.
Results: Increases attractiveness of brands and sales at point of purchase.
See our case study on a Brand Visibility Program.
Customer Satisfaction. These are programs designed to measure service excellence and knowledge at your outlets. Audits are conducted on a regular basis based on standards in service, products, place, cleanliness, etc. Competitive checks can also be implemented to allow benchmarking. To make it more effective, incentives may be provided to the team to achieve further improvement on the results every quarter.
Results: Improves customer service and experience at a higher level than competition.
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