Contractor Affinity Program Creates A Push/Pull Strategy
Continued membership growth after six years
BUSINESS CHALLENGES
YellaWood looked to Brunner to help create growth and expansion across the country. Contractors, a long-neglected, yet primary audience, were identified as a key to a winning share-shift strategy.
STRATEGIC INSIGHTS
Contractors are motivated by business success. While personal rewards are valued, research indicates that being a part of their business success is a greater motivator.
Brunner created the YellaSource contractor affinity program. The online portal, and supporting program, focuses on giving contractor members access to product training and valued content to help their business grow. As contractors engage in the program and purchase qualified YellaWood products they can elevate their YellaSource membership level which unlocks the ‘YellaBucks’ rewards program, providing co-branded apparel, sales materials, product sampling kits, and the ability to become YellaWood certified contractors – all this raised switching costs and gave YellaWood a seat at the “kitchen table” when materials and brands are being specified.
RESULTS
- Loyal, product-fluent, and incentivized contractors helped fuel record growth and profit for the YellaWood brand.
- YellaSource is now into its sixth year and continues to see strong membership growth.
