Sometimes all you need is a little advice, access to expertise, or a new way to think about things. In B2B incentives and loyalty, that’s hard to do when you own or manage a program:
- For a company who wants to manage their incentive program on their own (DIY) – because solution design mostly comes bundled with large supplier contracts for rewards or technologies.
- For an incentive or reward company (industry supplier) whose core strength lies in operations and fulfillment – affording a full-time, strategic designer is hard to do when it isn’t a full-time expectation of your existing clients.
Animate Growth Partners (AGP) is announcing a subtle, but important shift in our business model. We are offering “design-as-a-service” to both audiences above and will partner with industry suppliers for program operations and fulfillment. The shift aligns with our mission of making next-level sales and customer engagement design accessible to any program owner who is seeking better and more sustainable ROI.
Many incentive or loyalty programs are managed by internal marketing or sales ops teams who balance the needs of their program audience with many other day-to-day responsibilities. Programs are often (not always) rolled over from one year to the next without a lot of thought to updating rules structures, or metrics, or even the communications. They have worked this way for years, and the rationale for keeping the program alive is the fact that competitors are running a similar program. Each year produces a familiar set of winners and the boss is wondering, “is this incentive investment generating incremental results?” Our guess: that the answer to that question is YES!
Answering the next question (“how much”) is not as easy to come by unless you have the help of an industry supplier. However, it is the third-level question that is where Design-as-a-Service (DaaS) can make the biggest difference of all – “How do we ensure that we are maximizing incremental results over the long-term?”
The answer to that question requires program managers to do two things:
- Engage the broader set of motivators in their target audience, not just the “do this, get that” drive of traditional incentive programs. Thinking about the long-term means that your program is not a transaction, it is a relationship with the people that drive your business. Relationships require listening at a deeper level to people’s needs and making adjustments that deliver value to both the company and the buyer/seller. And the best relationships engender an emotional connection to your brand.
- Create segmented strategies for the very different types of people in their program. “One-size-fits-all” program structures tend to work well for a particular group, but not well at all for most others. Some of the highest potential growth targets in an audience of people will disengage on day one of the program because they see the first hurdle (goal) as too high, or because the hurdle is not on the same path that they are on. It is critical to design programs that accommodate different segments of your population.
Strategic design expertise addresses both of the time-consuming problems above. AGP has developed and announced a new toolkit for motivating higher levels of performance – The PAVE Engagement Model (read more about PAVE by downloading the white paper referenced on our homepage). We are making PAVE available to the entire industry because it adds a totally new dimension to more traditional incentives. We truly believe that it is the combination of performance and brand connection that will bring greater clarity and impact to programs – and more sustainable growth to brands that adopt it.
AGP is committed to supporting all types and sizes of incentive programs, with our “DaaS” approach. From simple advice on rules structures or RFPs to a full strategic review and action plan, AGP can be your on-demand, back-office, white-labeled support team. Our aim is to improve and help you protect your current program, or to design something totally new that will maximize ROI.
To contact Animate Growth Partners, please email firstname.lastname@example.org, or call (314) 896-1485.