As loyalty experts, we’ve spent years helping manufacturers like yours connect with installers to inspire action. Installers are the backbone of your trade sales after all, and if you want them to prioritise your products over a competitor’s, you need more than just quality products. You need a strategy that makes them feel valued and motivated to engage with your brand.
Promotions and rewards are a valuable piece of the puzzle here, and when done right, they can ignite your installer network and drive measurable sales growth.
In this article, we’ll reveal the types of incentives that are typically well-received by installers, best practices for running successful promotions and how to track success and gather feedback to keep improving.
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The Types of Incentives That Drive Installer Loyalty
Installers juggle tight deadlines with managing client expectations every day of the week. So, what kind of incentives grab their attention and make them choose your brand over another?
Volume-Based and Tiered Rewards
Encouraging installers to purchase more by offering tiered rewards is a tried-and-tested strategy. For example:
- Spend £20,000 in a quarter, and they receive £200 in rewards.
- Spend £50,000, and the reward more than doubles to £500.
This structure not only motivates increased spending and builds anticipation for the next reward level but also taps into the science of loyalty by activating the brain’s Happy Chemicals, creating positive reinforcement and deeper engagement over time. Our clients often see a 20% sales boost using this approach.
Seasonal and Short-term Promotions
Seasonal and short-term campaigns tap into urgency. For instance:
- Offer double points during your quietest periods.
- Run themed promotions, such as “12 Days of Rewards” in December, giving small daily bonuses for purchases.
These short-term promotions create a sense of FOMO (fear of missing out) and keep installers coming back.
Rewards for Specific Products
Want to push a new or underperforming product?
Incentivise its purchase with extra rewards, such as:
- Buy five units of Product X, and earn a bonus of 500 points.
This approach not only boosts sales for that particular product but is also a welcome excuse to educate installers in its benefits and USPs, which can lead to repeat purchases.
Contests and Leaderboards
A bit of healthy competition can work wonders.
Run a contest where installers earn entries into a prize draw for every purchase over a certain amount. Or, introduce a leaderboard showing individuals or different teams how they rank against others, encouraging them to earn more points and fight for the top spot.
Installers can’t resist the chance to win a luxury weekend getaway or the latest tech and by gamifying the process, you’ll build anticipation!
Best Practices When Running a Promotion
Running a promotional incentive sounds simple, but it’s easy to misstep. Over the years, we’ve identified some golden rules that ensure promotions hit the mark:
Timing Is Everything
Promotions work best when they align with installer needs. For example:
- Launch refreshed rebate rates or new loyalty tier offerings just before the peak installation season when demand for supplies surges.
- Offer a rewards boost during quieter months to keep sales steady.
Think about the installer’s calendar and plan accordingly.
Keep It Simple
Overly complex promotions will confuse and frustrate installers.
Here’s how to keep it straightforward:
- Use clear, concise language in all communications.
- Limit the number of steps required to participate.
- Provide an easy-to-access platform where installers can track their progress.
If your promotion requires a PhD to understand, it’s doomed to fail!
Simplicity wins trust.
Communicate Clearly and Often
If installers don’t know about your promotion, it might as well not exist!
Use multiple channels to spread the word:
- Email campaigns with attention-grabbing subject lines.
- SMS alerts for time-sensitive updates.
- In-store signage and flyers at distributor locations.
And don’t stop at the initial announcement – send reminders and updates throughout the campaign to keep it top of mind.
Make It Accessible
Installers are often on the go, so a mobile-friendly rewards platform is essential.
Make sure it’s easy to register, track points and redeem rewards from a smartphone. The smoother the experience, the more likely they are to engage.
Layer Your Promotions
For maximum impact, combine different types of incentives.
For instance, run performance-based rewards alongside a seasonal double-points event. The synergy between the two can drive results far beyond what a single promotion could achieve alone.
Personalise As Much As Possible
Tailoring promotions to an installer’s purchasing habits can significantly increase engagement.
If an installer frequently buys a particular product category, offer a bonus on those items. Whereas, if they’re avoiding certain products, it could be that they don’t understand them fully – so focus efforts on product education instead.
Personalisation makes the campaign feel relevant, showing that you understand their needs.
Don’t Forget Distributor Collaboration
Distributors should be your biggest allies, so work with them to ensure installers are aware of promotions.
Train distributor staff to explain the rewards on offer and provide materials that make it easy to promote in-store.
Installers are typically hard to engage and this collaboration will amplify the reach of any promotion.
Tracking Success and Gathering Feedback
No incentive is perfect right out of the gate. The key to long-term success lies in continuous improvement and that starts with tracking results and listening to installers.
Here are 5 ways you can monitor and continuously improve:
Measure What Matters
Track metrics that align with your goals:
- Sales Growth: Compare pre- and post-promotion sales to gauge effectiveness.
- Participation Rates: Which installers are engaged? (and who isn’t)
- ROI: Calculate the cost of the campaign versus the revenue it generated.
Our clients often test a variety of engagement-boosting promotions, but we always ensure the ROI metrics are clear right from the get-go, so they can allocate resources more effectively next time around.
Gather Installer Feedback
The best way to refine your programme? Ask the people it’s designed for.
Use surveys or informal chats to learn:
- What they liked about the promotion.
- What could be improved.
- What incentives they find most appealing.
Analyse Redemption Data
Look at which rewards were most popular. If 80% of installers redeemed points for tools, it’s a sign that tools are a preferred incentive. Use this data to tailor future rewards and promotions.
Test and Learn
Don’t be afraid to experiment. Try different types of promotions and analyse the results.
For instance:
- Run a limited-time offer for a small group and compare their sales to a control group.
- Test different communication methods to see which drives the most engagement.
Every campaign is an opportunity to learn and improve.
Use Data to Anticipate Trends
Analyse your data to spot emerging patterns. If a certain product category sees a seasonal spike, plan a promotion to capitalise on that trend.
Data-driven insights help you stay ahead of the curve.
Real-Life Example: A Story of Success
A plumbing supplies company we worked with had a strong installer base but struggled to maintain consistent sales. So, we implemented a multi-layered loyalty incentive programme combining volume-based rewards, seasonal promotions and a leaderboard competition.
The results were remarkable. Sales increased by 35% in the first quarter. Installers loved the tiered rewards, with many pushing their purchases higher to reach the next level. The seasonal double-points promotion created a buzz and the leaderboard competition added an element of fun and friendly rivalry.
One installer told us, “I’ve never been more motivated to stick with one brand. The rewards feel like a real thank-you for my loyalty.”
This success wasn’t accidental. It was the result of carefully planned promotions, clear communication, and a willingness to adapt based on feedback.
Bringing It All Together
Promotions and rewards are powerful tools for driving installer sales, but their success hinges on thoughtful planning and execution.
By offering incentives that resonate, keeping promotions simple and accessible, and continually learning from your results, you can create a trade loyalty programme that not only boosts sales but also strengthens brand trust.
So, when building your next promotion, think about what will excite your installers, align it with your business goals, and don’t forget to measure and refine. The rewards will be worth it—for both you and your installers.
With the right strategy, you’ll see more frequent purchases, stronger relationships and a thriving installer network that champions your brand at every opportunity.
