Incentive Marketing Association
The Incentive Marketing Association presented its 2021 global Excellence Awards last week, and WE WON! Initially, we shortlisted for two awards —Excellence in Sales Incentives and Excellence in Dealer/ Distribution Incentives. Finally, results were announced, and we took the Sales Incentive award with Plumbing Plus for their Plus Factor incentive program.
We are thrilled to be recognised as the best in this category and happy to receive the award. The IMA Excellence Awards recognise the development and delivery of outstanding non-cash incentive programs that motivate and win customers and improve sales.
Well done, team excellent work!
Our entry was in conjunction with Plumbing Plus, an Australian and New Zealand buying group of more than 300 independent owner-operator stores that sell plumbing supplies to retail and trade customers. Collectively they access offers and better prices from suppliers and can present plumbers with a competitive brand.
212F helped develop the Plus Factor incentive program to sustain and differentiate Plumbing Plus in a market where B2B rebates are expected, and loyalty seems to depend on how big rebates are. Our solution was to keep the group’s rebate value but connect stores with customers personally and at an emotional level.
Plumbing Plus store operators have not only increased sales and business client engagement through a new rebate model and personalised rewards, but plumbers say there is now more value in the rebate than what they’ve bargained for with the program.
The Plus Factor is a concept that suggests plumbers have an edge. This edge is their partnership with a Plumbing Plus store where they hold an account. The program name Plus Factor is also a way to explain that Plumbing Plus delivers value. Not only do they provide great offers, a rebate and a better incentive than others; they also provide rewards that can be taken as an individual (for themselves or family) or as a business.
A winning formula!