Workplace360 talks exclusively to EVO Marketing Director Cheryl Lamont about VOW Wholesale’s latest incentive scheme, VOW ADVENTURE.
Workplace360: What is the VOW ADVENTURE programme?
Cheryl Lamont: VOW ADVENTURE is VOW Wholesale’s incentive for the first half of the year. The scheme launches on 1 February and ends on 30 June. It has been running for several years, and we designed it as an alternative to the Whiteout promotion that takes place in the second half of the year.
The concept of ADVENTURE was to create something more attainable for all customers. Whiteout is quite exclusive as there are a limited number of places available for the main prize – the ski trip – and those that go tend to be dealer principals and business owners.
ADVENTURE follows a similar format to Whiteout in terms of incentivising reseller customers to grow sales, however, there are 75 different chances to win and anybody within the winning customer business can claim the prize.
W360: You mentioned a more accessible range of incentives and prizes. What would be on that list?
CL: In the past few years, the prizes have mainly been vouchers focused on experiences like weekends away, for example. It has allowed people to tailor the prizes to whatever they want. We’ve maintained this for the 2023 version of ADVENTURE, with voucher prizes every month. There are different prizes from each brand active in the scheme throughout the five months.
Winning dealers can choose what they spend the vouchers on or who they award them to. For example, they might run an internal promotion with their sales team and award vouchers to the top salesperson for a particular month if they won the overall prize on that brand.
W360: Is it mostly the larger brands or is this programme accessible to any supplier?
CL: There are different programme levels, with the bigger brands typically taking up the Platinum packages. However, because we have a number of different packages, some of our newer brands or those with a slightly smaller marketing budget can also get involved.
W360: What kind of engagement do you typically see from your reseller customer base?
CL: The size and scale of the different organisations involved vary across the entire customer base – from the small one-man bands to the big dealers with their own marketing teams and their own promotions.
The whole idea behind it was to appeal to as many dealers and resellers as possible and we do get a good level of sign-up. There’s a website – vowventureincentive.com – dedicated to ADVENTURE and customers simply register and they can track their progress throughout. There are 15 brands taking part, meaning there’s an opportunity for each customer to win something as each brand offers a monthly prize throughout the incentive period.
W360: What kind of increase in sales could a vendor participates in VOW ADVENTURE expect if they put some effort in?
CL: It ranges between 7-10%, although COVID has skewed the figures somewhat over the past couple of years. But for some manufacturers that are fairly new to us or those with a new range, the sales increases can be quite significant.
W360: How easy is it for the resellers to participate? Do you provide any tools or extra resources to help them engage with the programme?
CL: Yes. Once registered, dealers will receive targets for each participating brand that can be tracked on the website. This way, they can see where they are against those targets throughout the promotion.
For every brand manufacturer that’s involved, we will provide campaigns for the dealers to use to promote to their customers. We’ll have additional content and product information on VOW Hub that can be accessed to help them to understand the products a little more. Some vendors will be running virtual webinars so dealers will have access to mini-training sessions and be fully aware of exactly what’s on offer from that brand.
W360: Finally, is anything new for VOW ADVENTURE 2023?
CL: Our campaign team, headed by Scott Castle, spent quite a lot of time speaking to customers and suppliers to find out what they thought about our promotions and incentives, whether they found them appealing, and what we could change and make them better. It was quite evident from both manufacturers and dealers that they would be interested in a more business-focused promotion.
We listened. And this year, our grand prize is a radio campaign, with the winning customer given a fully paid national or regional radio campaign running for a couple of weeks at a time of their choosing.
Around 75% of UK adults listen to commercial radio, and it is second only to TV in terms of the impact of advertising. So it’s still a really good – although fairly traditional – way of advertising and raising awareness. Hopefully, it will really appeal to the customers and whoever wins can make the most of it.