Driving Sales Growth & Customer Loyalty The Platinum Club Incentive
Client
Overview
Our client is a market-leading flooring manufacturer and distributor with a strong UK presence (around 50% market share) and sales in over 70 countries. Their customer base is relatively small, comprised mainly of owner-managers of retail and distribution businesses. To grow profitable sales and retain key clients against competitor activity, they partnered with First Event to create a high-impact incentive programme: The Platinum Club.
The Challenge
Event agencies often face the challenge of designing incentive programmes that balance aspirational rewards with achievable goals, while keeping costs controlled and ensuring participants remain motivated throughout. In this case, it was essential to create an experience that felt personal, exclusive, and highly rewarding, while also aligning with the client’s wider marketing strategy.
The client wanted an incentive programme that would:
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Motivate their top customers to increase purchases.
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Strengthen relationships and loyalty among key accounts.
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Deliver measurable ROI in a competitive marketplace.
Our
Solution
Together, we developed The Platinum Club, a tailored incentive programme with a clear proposition:
The client set ambitious yet achievable annual purchase targets for their top-performing customers. Participants tracked their progress monthly, creating sustained engagement throughout the year.
Qualifying customers earned a money-can’t-buy, luxury experience at some of the world’s most desirable destinations, including Barbados, Dubai, New York, Miami, and Las Vegas. Each trip included:
- Four nights’ accommodation in five-star hotels
- Return flights, transfers, and curated excursions
- Gourmet dining experiences
- Opportunities for networking with the client’s sales team, CEO, and Sales Director
By integrating the incentive with a broader marketing programme, First Event ensured that the experience reinforced the client’s brand and strategic goals. The result was not just an event, but a year-long engagement initiative that delivered measurable business growth.
Event Success
15-20%
Average year-on-year sales growth
200%+
Return on Investment
95-100%
Customer satisfaction
Why
It Worked
The Platinum Club succeeded because it combined exclusivity, engagement, and relationship-building into one seamless experience. The programme created memorable, high-value experiences that made customers feel genuinely valued. By embedding key members of the sales team and leadership in the trips, we strengthened personal relationships, creating trust and loyalty that extended beyond conventional business interactions.
Key insights:
- Exclusive, aspirational experiences create strong motivation and engagement.
- Long-term programmes maintain momentum and reinforce loyalty.
- Integrating leadership into events strengthens relationships and demonstrates commitment.
- Carefully planned itineraries that combine networking, relaxation, and exploration deliver both business and personal value.
- Consistent improvement and attention to detail ensure repeat success and sustained ROI.
“First Event have proven to be an outstanding event management company, they have always understood our business objectives and what the Platinum Club was there to do. They worked hard in negotiating with airlines, hotels and local agents to get the best deal for us and they were committed to an on-going process of continuous improvement.”
Explore More
Want to see how we create an unmissable event? Explore our incentive services or get in touch with our expert event team.