incentive marketing sau... cum sa-ti motivezi partenerii de business?
TRANSCRIPT
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Incentive marketing sau... Cum sa-ti motivezi partenerii de
business? Cosmin Lacatusu
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Definitie
Campaniile de incentive sunt programe de recompensare, saptamanale sau lunare, oferite
companiilor sau angajatilor companiilor pentru a stimula cresterea outputului acestora.
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Cine are nevoie de ele? In principal: PRODUCATORII
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Schema incentive
Producator
Reseller/Retailer Reseller/Retailer
Distribuitor Distribuitor Distribuitor
Agent de vanzari
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Incentive... Practicat la scara industriala
Acum 10-20 ani:
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Astazi:
Incentive... Practicat la scara industriala
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Astazi:
Nu exista o strategie pe termen lung pentru channel incentive Forta de vanzari a resellerilor este supra-incetivata de diferiti clienti (producatori) pentru a vinde produsele acestora
Foarte des producatorii folosesc metode ilegale pentru a scoate bani din firma si a oferi produse/bani partenerilor
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Astazi
punct de vedere al partenerilor:
Campaniile de incentive sunt precum nuntile
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Astazi
Intotdeauna primesc aceleasi cadouri de la diferiti
producatori
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Solutie:
Campaniile de incentive trebuie facute altfel:
Companiile au nevoie de o strategie pe termen lung Trebuie sa creasca awarnessul de brand si sa loializeze partenerii de vanzare pe termen lung Premiile trebuie sa fie alese de participanti, nu de organizator Sa intre in legalitate
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Solutie:
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Despre Rewards Direct
Solutie completa de incentive si loializare a partenerilor de vanzare:
Realizarea regulamentului si administrarea campaniei Comunicarea programului si marketing Inregistrarea participantilor si aprobarea lor Alocarea punctelor pe baza vanzarilor Cheltuirea punctelor intr-un catalog de rewards (online/offline) Managementul catalogului de premii Logistica premiilor (expedierea catre clienti, plata taxelor daca este nevoie, procesarea documentelor etc) Raportare in timp real
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Despre Rewards Direct
Motiveaza partenerii de vanzari sa vanda mai mult realizarea de legaturi puternice si de durata cu reteaua de parteneri Mentine vanzarile continuie si un dialog permanent cu partenerii de vanzare Strategie pe termen lung partner engagement Se autofinanteaza. Toate costurile variabile sunt acoperite de ROI-ul clientului.
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Despre Rewards Direct Exemplu B2B
Resellerul realizeaza o
achizitie de la distribuitor
Clientul inregistreaza raportul de sell-out in Rewards
Direct
Resellerul primeste puncte
Resellerul foloseste punctele pentru
achizitie premii/cash
B2B Incentive example scheme
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Despre Rewards Direct Exemplu B2C
Resellerul vinde catre end-user
End-user-ul inregistreaza vanzarea in
Rewards Direct
Create Direct valideaza
vanzare pe baza de dovada achizitie
End-userul primeste puncte
End-userul foloseste punctele pentru
achizitie premii/cash
B2C Incentive example scheme
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Grila de puncte
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Grila de puncte
Fiecare produs este cotat cu un numar de puncte Numarul de puncte = % margin, din pretul de vanzare client -> distribuitor % alocat ar trebui sa fie 1-5%
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Premii
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Catalogul de premii
Mare varietate de premii (electronice, electrocasnice, jucarii, bijuterii, vouchere de travel)
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Statistics
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Ce se comanda?
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Ce fel de electronice se comanda?
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Cand se comanda?
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Cand se comanda?
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Cum comanda?
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Legal
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Legal
Campaniile de incentive au nevoie de regulament (recomandat autentificat la notar) Campaniile B2B nu se percept taxe pentru organizator Campaniile B2C organizatorul trebuie sa plateasca 16% impozit pentru premiile a caror valoare depasesc 600 Lei
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Recap
Ce aveti nevoie pentru o campanie de incentive de succes:
1. Solutie pentru managementul partenerilor -> platforma folosita de parteneri
pentru inregistrare, a acumula puncte si achizitiona premii, tracking
2. Solutie de raportare a vanzarilor partenerilor
3. O solutie de prize mangement (logistica) achizitie premii, fulfillment, expediere premii, arhivare documente
4. Suport legal
5. Customer support (infoline inbound and outbound)
6. Timeframe cat mai larg recomandarea noastra: cel putin 1 an
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11/6/2012 (C) Create Direct, 2005 29
Va multumesc,
Cosmin Lacatusu
www.rewardsdirect.ro