Incentives Deliver for ACES

Incentive travel programs can help accelerate sales, especially for contractor-oriented distributors, as well as share appreciation for a customer’s support.

Why do these programs work? Because they provide contractor management another reason to consider a distributor when they have discretion in whom to award business too (assuming other business parameters are “close) and are a marketing platform for electrical distributors.

Atlantic Coast Electric Supply, based in South Carolina, last year launched an incentive travel program for its customers, with the award being a “bucket-list” type of trip to Nashville, Tennessee. Customers traveled to Nashville in April.

According to a press release from Atlantic Coast Electric Supply (ACES) ”

On April 23, 2023, Atlantic Coast Electric Supply (ACES), headquartered in Summerville, SC, welcomed a group of their customers in Nashville, TN for a 4-Day/3-Night customer incentive program. Nearly 200 customers, employees, and their guests attended. Customers earned points for their purchases during the qualification period from January 1 – December 31, 2022. Dean B, “I have no idea how you could have made that experience any better, what a great once in a lifetime event it was.  I can’t wait to be a part of the ACES Going Places again.”

Visiting The Grand Old Opry

The program kicked off with an ACES exclusive event for guests at The Grand Ole Opry House. John Marshall, President and CEO, opened the evening proudly announcing that this was the first time ACES has ever hosted an incentive program. Guests enjoyed an all-inclusive experience featuring a songwriter showcase by The Warren Brothers, Liz Rose, and Josh Kear followed by dessert and beverages on stage where they could step inside the iconic circle. The evening ended with a backstage tour and departure through the artist’s exit.

The Country Music Hall of Fame was the location for the second private evening event. Guests enjoyed touring the museum, reception in the hallowed Hall of Fame Rotunda, and an ACES business meeting was held in The Ford Theatre. During the meeting ACES took the opportunity to recognize the premier trip sponsors, Legrand, ABB, and Siemens presenting each with their own platinum record. The stand-up comedy from one of Nashville’s favorites, Aaron Weber, gave some good laughs to close out the very special evening.

ACES at the Wildhorse Saloon

Lastly, they said farewell to Nashville with a party at the iconic Wildhorse Saloon.  Bull riding, live band, caricatures, dancing, and everyone grabbing a Nashville hat to take home with them from the ACES hat wall.  Jennifer W., “This was the best customer appreciation experience I have ever witnessed or been a part of.  I’m grateful that I was able to attend and meet such wonderful people.”

The accommodations were through The Gaylord Opryland Hotel and Resort in Nashville, TN. Guests enjoyed a daily breakfast buffet, a choice of daily optional activity that ranged from mixology class, clay target shooting, and Spa treatments to Nashville tours, golf, and even a personal experience with Meghan Linsey at her home! Sara E., “Honestly it will be hard to top.  It was an incredible experience!”

When asked why to conduct such an event at this time, John Marshall commented, “Of course, the trip is a way to reward those customers that are growing their business with us, but our goal for doing this trip is to strengthen and deepen our relationships with customers, on a more personal level, building a higher level of trust, which will benefit all of us.”

The key with an incentive program, from a business perspective, is that it needs to be much more than a “trip”. It needs to be performance-oriented as well as rewarding customers and being memorable.

And ACES delivered on the business-aspect of the incentive program. They shared that:

• The 200 attendees represented approximately 50 different contractors with a number of companies earning multiple sets of trips. The takeaway – broad-based customer support and ACES was able to “take share” within their market.
• The company achieved “Healthy double-digit growth from the participating customers overall during the program with those that went to Nashville and those that were part of the year long program. This was a first for some of the customers and most of the ACES team that attended.”
• Suppliers benefited from the program through sponsorship but, more importantly, they were integrated into the program with monthly specials, bonus points, and promoted (with their products) throughout the year via a robust communications campaign. In the words of one manufacturer, “It was awesome.”
• Feedback from one contractor summed up the experience, “This trip was nothing short of amazing. It was not just a trip, it was an experience of a lifetime. Left with new friends and contacts, as well as, a lifetime of memories. The entire ACES team was helpful, whether they were helping coordinate/direct or just enjoying it with us. John Marshall, the ACES team, as well as the event coordinators, literally thought of everything going above and beyond. Each guests needs and wants appeared to be met above their expectations. We greatly appreciated the opportunity and look forward to qualifying again. ACES Going Places!

While South Carolina has had a growing market, the incentive program enabled the company to further capitalize on its opportunities and achieve above market growth.

Congratulations to Atlantic Coast Electric Supply for a creative marketing strategy, utilizing an American destination (shows people can be very happy without going out of the country to travel), and being willing to market even in good times!

As an aside, Channel Marketing Group has extensive experience in designing the program structures for incentive programs. I’ve helped clients and spent 15 years in the industry. The award element component is outsourced, however, the program structure is developed, a pre-program proforma is developed, supplier engagement can be supported and program management support can be provided. Give a call if we can be of service. I was not involved in the Atlantic Coast Electric Supply program, however, Ken Cain, a member of the CMG Executive-in-Residence Program was involved.