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TVNZ-NZ Marketing Awards 2018 best B2B: Fly Buys

Creating a nationwide team has been key in unlocking Fly Buys’ most important resource: its brand partners’ staff on the frontlines. We take a look at this year's best B2B.

By StopPress Team | December 5, 2018 | news

The Challenge

Before launching business-to-business loyalty programme, Fly Buys Crew, in late 2016, Fly Buys was finding it increasingly difficult to find relevancy with the people it needed the most. Its partner brands’ employees are the ones tasked with communicating Fly Buys key messaging with customers, yet this incredibly diverse group have little in common. Fly Buys had to find a way to connect the dots.

Fly Buys Crew is a loyalty programme available to employees of Fly Buys partners that offers this key demographic the VIP treatment. It recognises that the frontline staff of Fly Buys coalition partners are vital to its success, as the Crew need to both understand Fly Buys and advocate for it at the point-of-sale.

Staff of partner brands can join Fly Buys Crew to receive extra deals and points for completing quizzes, as well as the opportunity to win prizes with a “thank you for being part of the Fly Buys Crew” message.

The Response

The Fly Buys Crew Quiz was launched last year, and was designed to engage with and continue to educate the Crew about the Fly Buys programme. More than 30 percent of the Crew took part and Fly Buys received record high engagement from those involved with an average play of six minutes.

Fly Buys used the results from the Crew Quiz alongside results from extensive focus groups and conference workshops to identify areas of the programme the frontline staff didn’t understand. Then they used the results to transform the Crew members’ behaviour in a way that enabled or encouraged more customers to spend more, more often with a Fly Buys card in store.

The look and feel of every Crew communication is in line with the Fly Buys brand and marketing strategy. The Fly Buys tagline, “We love to give”, has its own Crew specific version, “We love to give you more for being part of the Crew”.

Data insights from mid-2017 showed that using extra generosity toward these staff members turned into positive change, notably in Crew members’ own spending behaviour. But Fly Buys Crew’s strategic goal is to create a positive change in their customers’ spending behaviour and the holy grail was to prove that increased engagement of frontline staff in Fly Buys Crew ultimately led to more spend by customers in store.

The Result

Fly Buys Crew not only touches every single part of Loyalty NZ, but also requires buy-in, legal approval and marketing support from the 25 Crew partners, taking up a significant amount of time for the 

two-strong Fly Buys Crew team. However, Crew would simply not succeed without the buy-in from all the involved parties, so shareholder engagement has always been the priority. For Fly Buys, the best asset can be good results that can be taken to clients
to start a conversation about a new campaign. Proven success in the 2017 launch encouraged clients to get more involved, and allowed more communication from Fly Buys to staff. Fly Buys says their clients have also appreciated the tailoring of every presentation or communication to their brand.

Now that a relationship with this key audience has been established, the new focus has been developing the campaign to use the Crew channel to educate frontline staff about Fly Buys. This includes busting commonly held myths, and compelling staff to use that information in their daily work life with customers.

The Fly Buys Crew education campaign proved once and for all that genuine understanding and love for the Fly Buys programme by frontline staff has a positive relationship with customer behaviour and spend in store.

CATEGORY
B2B
MARKETING INITIATIVE
Fly Buys Crew Education and Advocacy
JUDGE'S COMMENT
“An established player that faced a serious disruption to its business came up with a unique way to gain the insights needed to formulate a plan, executed it cleverly and have used it to change the way they do business with partners and helped develop their partners' businesses as well as theirs.”
MARKETING PARTNERS
JustOne
FINALISTS
Advisory.Works, NZME, Smales Farm Management

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