Gamification can be an effective technique to increase participant engagement in loyalty and incentive programs. Gamification can appeal to people's competitive nature (and sense of fun!).
Vanson has effectively used Gamification in its clients' programs. Here are seven ways to use Gamification:
1. Sweepstakes
Keeping incentive program participants engaged is a common challenge, and sweepstakes can help. Typically participants earn an entry into the sweepstakes by taking some desired action. One significant advantage of sweepstakes is that they can be operated on a fixed budget; you can specify a grand prize of a certain amount plus smaller prizes.
2. Spin-the-Wheel
Similar to Sweepstakes, Spin-the-Wheel programs provide program participants with the ability to earn a 'spin of the wheel'. Programs can be built around virtually any type of activity, and can be used in employee incentive programs for things as simple as reaching team goals, employee anniversaries, birthdays, and more. Prizes can be designed to fit a budget. Spin-the-Wheel programs can be electronic, and provided on a loyalty or incentive program's participant website.
3. National Sports Championships
Similar to office pools, promotions around national sports championships can bring excitement to a program. In a Channel Partner Program, this type of promotion could be extended to program participants such as independent dealers and their employees. The promotion may also include an education component, for example asking participants questions about your products or services when they submit their entries.
4. Badge Programs
Badge Programs can be well suited to employee engagement programs, and can be an inexpensive way to recognize team members for achieving team and individual goals. They can help employees feel recognized and valued, and most importantly they can communicate behaviors the organize values. A good example is the use of ASE badges in the auto industry; mechanics and other personnel proudly wear Automotive Service Excellence badges for achieving certification levels. A related promotion is the use of Elite Levels; these can be particularly useful for incenting employees or channel partners to achieve educational goals -- 'learn more, earn more'.
5. Scavenger Hunts
These can be a great team building exercise, as everyone has their own unique skills, knowledge, and specialty. Scavenger Hunts can be designed where your employees work in teams to complete a set of tasks. It may be sales goals, customer satisfaction goals, or other objectives tied to broader company goals. Ideally Scavenger Hunts can be tracked, with status updates available on the participant website.
6. Secret Shopper
A 'Secret Shopper' promotion can reward dealers and dealer employees in a channel partner program with point-earning opportunities for demonstrating their understanding of your product or service, or reward employees for achieving company goals and targets. One proven approach is to equip your sales team or managers with spot reward cards that participants can turn into program points.
7. Warehouse Runs
Who doesn't like the idea of being able to race through a warehouse or retail store filling a cart with prizes? This Gamification idea is particularly useful for sales incentive contests. Grand-prize winners may get five minutes for their shopping spree, second prize winners may get four minutes, etc.
Gamification, simply put, introduces 'game mechanics' to motivate interest, participation, a touch of challenge, and ultimately greater loyalty. It can support broad program goals, or it can be used to drive behavior for a specific goal (such as registration, completing surveys, generating referrals, etc.). Targeted communications can be used to generate awareness and excitement around the Gamification promotions. Many Gamification programs can be supported using your existing program point-tracking capabilities, as well as your participant website.
