Manufacturer: Closing the Circuit
A digital infrastructures designer uses an incentive program for ten years to connect with partners all across their routes to market.
The Client and Their Past State
The Client
The Audience
The Objectives
- Build brand awareness of Marvell’s technology and its importance
- Build loyalty through free training and access to knowledge experts
- Promote and recommend Marvell’s technology to their partners/customers
The Challenges
The Client’s Current State and Key Results
Enrolled and Earning
Highly Engaged
Targeted Learning
Global Reach
How They Got Here
Program Design
Participants were encouraged and rewarded to get comfortable with the technology Marvell provides, and the benefits and features it could provide to their clients to recommend this technology. Points earned from completing these activities could be redeemed for prizes from a vast rewards catalog.
Strategy & Implementation
The program’s campaigns focused on three key activities that contributed to the program goal:
1. To connect, engage, and educate technical engineers and sales executives among manufacturers, distributors, and resellers globally.
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- A “Fast Start” enrollment bonus was awarded to establish instant belonging
- “Refer-a-friend” bonuses were introduced to maximize program reach
- Holiday and anniversary bonus points to show appreciation for participants’ loyalty
- Points for attending webinars/in-person events
- Monthly Quizzes were given on the program technology and keeping participants up to date
- A gifting module allowed Marvell’s business development managers to gift points to participants as an extra show of appreciation and rewarding activities for Deal Registration
2. To build a best-in-class community for providing up-to-date information, training, and educational resources.
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- “We miss you” campaigns were rolled out to re-engage dormant users
- Strategic training and product knowledge modules rewarded resellers for successful completion
- A contest in which participants were invited to make a video sharing their experience with the program, the winner of which would earn an extra prize
3. To provide incentives for the team to stay current, access the latest collateral, view on-demand videos and attend live webinars and webinar replays. This kept the information about new and emerging product features readily available at their fingertips.
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- Points awarded for preferred behaviors such as customer use case referrals, subscribing to newsletters, attending webinars and in-person events, and closing large deals