Installers don’t have time for fluff. They are immensely practical, results-driven and always on the move. So, if you want to capture their attention and earn their loyalty, you’ll need to communicate in a way that’s respectful of their time, relevant to their needs and genuinely helpful.
Over the years, we’ve learned that keeping installers engaged boils down to three communication strategies: using the right channels, delivering content that matters and personalising the experience.
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Reaching Installers and Capturing their Attention
Installers spend their days on job sites, in vans or rushing between client appointments. What they’re not doing is sitting at desks, leisurely reading emails.
So, how do you ensure your message really hits home?
By combining existing external communication channels with the engagement-boosting toolkit within your loyalty programme!
Loyalty programmes are often an untapped resource that you can harness to communicate – not just reward. So it’s important to find all manner of reasons to drive traffic back to it again and again.
Consider using these channels to encourage installers back…
- Email: Yes, email still has its place – but keep it concise and assume it’s being picked up on a mobile. Use it for updates they’ll want to refer back to later, like programme summaries, product announcements or detailed guides. And consider segmenting your email lists to ensure the content is hyper-relevant.
For instance, a plumbing-focused product tutorial sent to electricians is a missed opportunity and could cause disengagement.
- Social media: Platforms like Facebook and Instagram can work well for engaging installers, especially if your content is visually appealing and shareable. Highlight success stories, product demos or exclusive offers. LinkedIn can also be valuable for professional updates, particularly for installers keen on upskilling or learning about industry trends.
- Face-to-face engagement: While digital communication dominates, never underestimate the value of in-person touchpoints. Trade shows, on-site visits or even casual meetups can strengthen relationships. Sharing product demos or loyalty programme highlights in person often leaves a lasting impression.
The trick is to meet installers where they already are, then drive them back to your loyalty hub to deliver the details (plus a few treats along the way!).
Use multiple channels, but keep your messaging consistent and tailored to the medium. Remember, brevity and clarity are crucial, as you’re competing with a lot of noise.
Focus on What Really Matters to Installers
Installers don’t want generic marketing fluff.
They want practical, actionable content that helps them do their jobs better or makes their lives easier.
A loyalty platform that’s worth its salt will enable you to host all your product info, incentive details and brand content in one hub. By centralising everything, you’ll encourage installers to keep looping back to the scheme, so you can constantly remind them of the rewards they could be earning.
Here’s what resonates…
- Installation tips and tricks: Share quick, effective solutions to common problems. Think videos, step-by-step guides or even a clever hack shared by a fellow trade pro.
For example, a short video demonstrating a faster way to seal joints or an infographic on troubleshooting wiring issues can become invaluable resources.
- Product updates: Launching a new tool? Have a game-changing product feature? Installers expect to hear about it first – and they want to know why it matters.
Share detailed specs, use cases and testimonials from other professionals who’ve tried it. - Exclusive offers: Rewards or limited-time deals tailored to their preferences will always catch their eye and make it super-easy for them to take advantage.
For instance, “Don’t miss out! Earn double points on your next purchase until Friday ” is clear, actionable and appealing.
Incentivesmart’s platform makes running quick promotions effortless, giving you full control to reward members with extra points and exciting prizes.
- Recognition: Celebrate their achievements. Share stories of top performers or spotlight creative installations. It’s a win-win, as you engage your audience with best practice whilst they get the recognition they deserve.
Consider creating a “Top Installer” leaderboard based on monthly points earned to highlight top earners and spark friendly competition. .
- Training and upskilling opportunities: Many installers are eager to grow their skills. Offering training sessions, webinars or certifications with points-earning opportunities on offer within the loyalty system, will position your brand as a valuable partner in their professional development.
For example, “Join our free webinar on mastering the latest smart home technology and earn 50 bonus loyalty points” can attract attention and drive engagement.
- Case studies and success stories: Highlight how other installers have succeeded with your products or loyalty programme. Real-world examples resonate deeply because they demonstrate tangible value.
Every piece of content should pass a simple test: Does this add value to their day?
If not, rethink it.
Content that provides clear benefits is what builds trust and keeps installers coming back for more.
Use Personalisation to Build Stronger Relationships
If there’s one thing that makes installers feel valued, it’s knowing that you see them as individuals, not just numbers on a spreadsheet.
Personalisation transforms engagement from transactional to meaningful. Here’s how to go about it…
- Know their preferences: Use data to understand what matters to each installer. Are they more interested in tools, training or rewards? And if so, which? Tailor your communications accordingly.
For example, if an installer consistently purchases electrical components, send them updates on the latest electrical products and focus cross-sell promotions elsewhere to up their game in weaker areas.
- Segment your audience: Group installers by trade, experience level or engagement history. A seasoned plumber and a new HVAC technician won’t respond to the same message – and they shouldn’t have to!
Personalisation at this level shows that you understand their unique needs. - Reward their loyalty: Send personalised messages when they hit milestones or redeem rewards. A simple “Congratulations, you’ve been awarded 1,000 points” can go a long way.
Even better, surprise them with unexpected perks like bonus points or exclusive early access to new products. - Speak their language: Avoid corporate jargon. Use straightforward, relatable language that resonates with their day-to-day experiences.
For example, “Get rewarded for the work you’re already doing” is more appealing than “Enhance your engagement with our incentivisation platform.” (ergh!)
- Tap in to behavioural triggers: If an installer has earned enough points to redeem their saved reward, a well-timed message like ‘Your reward is waiting! Log in now to claim it’, can reignite interest and bring installers back to your platform. Similarly, celebrating anniversaries with your programme shows you value their ongoing commitment.
- Use interactive tools: Personalised calculators or project planners tailored to their trade can provide immense value.
For instance, “Estimate your savings on bulk orders with our trade calculator” adds a helpful, customised touch.
Overcome Communication Challenges
It’s not all smooth sailing.
Engaging installers comes with its own set of challenges… but each one is an opportunity to improve.
Information Overload
Installers are bombarded with messages from multiple brands, suppliers and colleagues.
To stand out, prioritise relevance. Don’t send a notification for every minor update. Instead, focus on what truly matters to them. Use clear subject lines and concise copy to ensure your message is seen and understood.
Timing
Sending a message at the wrong time is almost as bad as sending irrelevant content.
Use insights from past engagement to determine when installers are most likely to interact with your communications.
For example, messages sent during early mornings or lunch breaks might see higher engagement than those sent late in the day (but that’s a broad rule of thumb – be sure to do what’s right for your audience).
Building Trust
Installers are savvy – they know when they’re being sold to!
Build trust by being transparent and focusing on their needs, not just your goals.
For instance, if a product has limitations, acknowledge them while highlighting the solutions you offer.
Maintaining consistency
Your brand voice and message should remain consistent across all channels.
If your tone is casual and helpful on social media but overly formal in email, it creates confusion. Establishing clear communication guidelines can help prevent this.
Bringing It All Together
Picture this:
After a long day on the job, an installer logs into your loyalty programme to claim their points. They’re greeted with a news story featuring tips on using the new tool you’ve just launched. Later, they receive a personalised email letting them know they’ve earned enough points to redeem the reward they’ve been saving for. The next morning, another email arrives with a limited-time offer to earn bonus points in your programme.
Every interaction feels relevant, timely and valuable.
This isn’t just communication; it’s connection.
And when installers feel connected, they stay engaged. They’re not just participants in your loyalty programme – they’re champions of your brand.
By choosing the right channels, delivering meaningful content and personalising every interaction, you can inspire action, loyalty and long-term engagement from your installer network.
And trust us, when you get it right, the results speak for themselves.
