The end of the year is one of the most competitive periods for B2B businesses across Australia. Customers are planning budgets, clearing stock, and making last-minute purchases before the holiday break. For decision makers in trade, auto, IT, agriculture, and food service, it’s a crucial time to secure sales, strengthen customer relationships, and finish the year on a high. That’s why it’s time to use our EOY incentive program checklist!
Incentive programs can be a powerful tool in this final stretch. When designed and executed strategically, they don’t just boost short-term sales, they also reinforce loyalty and carry momentum into the new year.
This checklist will help you review, refine, and activate your incentive program for maximum EOY impact. From aligning with marketing campaigns to delivering rewards that resonate during the holidays, these steps will ensure your program delivers measurable results when it matters most.
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1. Start with clear objectives
Set the target before you turn up the volume. Decide what success looks like for the final quarter and write it down as one primary KPI with two supporting goals. Examples: lift revenue on focus SKUs by 8 percent, clear aged stock, acquire 20 new active accounts per region, increase average order value, or grow share of wallet in your top 50 customers.
Tie each goal to a behaviour you want to drive, such as repeat orders, premium mix, or cross-category purchasing. Align these goals with the campaigns your marketing team already has in market so messages reinforce each other. Keep measures time-bound and winnable in the EOY window, with clear funding rules. If a goal cannot be measured weekly, replace it.
2. Review your program’s performance to date
Before pushing into the final quarter, step back and evaluate how your incentive program has performed so far this year. Look at key engagement metrics such as logins, points earned, and redemptions, alongside sales data tied to program participants. Which rewards are proving popular? Where is participation slowing down? These insights give you the chance to double down on what’s working and adjust elements that aren’t gaining traction.
Real-time reporting is your best tool here. If a specific product line or sales region isn’t responding, you can recalibrate targets or refresh rewards to re-energise that audience. By identifying trends and pain points now, you’ll head into the busy EOY period with a program that’s optimised to deliver results rather than hoping momentum will build on its own.
3. Set short-term achievable targets
With only weeks left in the year, targets need to feel attainable. Participants are far more likely to stay motivated if they can see a clear path to success. Instead of long-range goals, introduce short, sharp objectives that can be hit in the EOY window—such as monthly sales targets, specific product pushes, or bonus rewards for incremental growth above current run rates.
Tiered structures can work well here. Offer quick wins for lower thresholds to keep more participants engaged, while still providing stretch rewards for high performers. Mid-tier participants, in particular, respond strongly to achievable stretch goals when they can see themselves closing the gap before December. A clear, time-bound framework drives urgency and ensures your program remains front of mind during this high-pressure trading period.
4. Align with your marketing activity
Your incentive program should never sit in isolation, especially during the final quarter when marketing spend is at its peak. Review your broader EOY campaigns and ensure program messaging complements what’s already in market. If your marketing team is running seasonal promotions, launching new products, or focusing on a particular category, weave those themes directly into your program communications.
Consistency builds trust and increases cut-through. When participants see the same product focus in advertising, in-store materials, and program updates, it reinforces the importance of that message and makes the incentive feel like part of a bigger push. Align timelines as well—if a marketing campaign runs through December, structure your incentive deadlines around it. By bringing marketing and incentives together, you amplify impact and ensure every dollar invested is working toward the same outcome.
5. Deliver rewards that matter at EOY
The right rewards can make or break an EOY incentive program. At this time of year, participants are juggling work deadlines with personal commitments, so relevance and immediacy are key. Focus on rewards that fit the season: digital gift cards that can be spent instantly, fast-ship merchandise that arrives before the holidays, or experiences participants can enjoy during the summer break.
Reward bundles are especially effective in the lead-up to Christmas. Curated packs designed as ready-made gifts encourage redemptions and link your brand directly to moments of celebration. When participants use their points to secure a Christmas present for a family member, they’re not just redeeming—they’re associating your program with generosity, gratitude, and connection. That emotional link strengthens loyalty far beyond the reward itself.
6. Communicate with urgency and consistency
Even the best program design will fall flat without strong communication. In the EOY period, participants are busy and distracted, so you need to keep messages clear, frequent, and timely. Increase touchpoints to maintain visibility—weekly emails, SMS reminders, in-platform banners, or even direct outreach through account managers.
Build urgency by framing every message around time left or progress achieved. Countdown clocks, leaderboards, and personalised updates on how close someone is to their target keep motivation sharp. Make deadlines visible and repeat them often so there’s no confusion around cut-off dates for earning or redeeming rewards.
Consistency across channels is critical. Reinforce the same message and creative style across your program platform and marketing materials so participants can quickly recognise and act on it. A steady, urgent drumbeat ensures your incentive program stays front of mind right up to the finish line.
7. Manage budget and funding
The final quarter can put extra pressure on budgets, so it’s essential to keep a close eye on how your program is funded. Review your available reward liability and ensure it aligns with both current participation levels and your EOY sales targets. This helps avoid overspend while still keeping rewards appealing and competitive.
Consider whether a self-funded model is appropriate. These structures allow incremental sales above baseline to pay for the rewards, which means the program is directly tied to measurable business outcomes. It’s a smart way to protect cash flow while still motivating strong performance.
Also decide how you’ll handle any unclaimed balances or unused budgets when the calendar flips. Will they roll over, reset, or be reallocated? Having clear rules in place avoids confusion and keeps your program financially sustainable heading into the new year.
8. Engage internal teams and partners
Your incentive program won’t reach its full potential without the support of the people closest to your customers. Sales reps, account managers, and distribution partners are critical to pushing program participation during the EOY rush. Make sure they understand how the program works, what rewards are on offer, and how it ties into your broader business goals.
Equip teams with quick-reference guides, sales materials, and program talking points they can use in customer conversations. The easier it is for them to communicate the value of the program, the more likely they are to champion it.
Motivated internal teams also need recognition. Acknowledge their role in driving engagement, and consider adding small, internal incentives to keep them focused. When everyone involved feels invested, your program gains extra momentum exactly when it’s needed most.
9. Use data to target the right participants
Not every participant will respond to the same message, so using your program data to segment and target is critical in the final stretch of the year. Start by identifying three groups: top performers, mid-tier participants, and those who are inactive.
- Top performers should be recognised and thanked. Showcase their success with personalised communications or exclusive rewards to reinforce loyalty.
- Mid-tier participants often hold the greatest potential for lift. A well-timed nudge, bonus offer, or stretch goal can motivate them to close the gap before year-end.
- Inactive participants may need simple, low-barrier wins to re-engage, such as bonus points for a first transaction in December.
Targeted communication and offers ensure resources are directed where they’ll generate the greatest return. This not only boosts EOY results but also helps you gather insight into what drives different audience segments moving forward.
10. Prepare for January engagement
An incentive program shouldn’t stop delivering value once December ends. The summer break creates a natural pause, but it also presents an opportunity to re-engage participants as they return to work. Plan now for how you’ll keep the momentum rolling into January.
Schedule communications that remind participants of any rewards they earned but haven’t redeemed, or showcase fresh reward options that align with summer activities. Tease upcoming campaigns or program changes to spark curiosity and keep your audience looking ahead.
This forward planning ensures your program doesn’t lose traction during the holiday downtime. Instead, it positions you to start the new year with engaged participants who are motivated to keep interacting with your brand.
11. Celebrate success
The close of the year is the perfect time to recognise the people who helped you get there. Participants, channel partners, and internal teams all want to feel valued, and a simple thank you goes a long way toward reinforcing loyalty. Use program dashboards, newsletters, or personalised messages to highlight standout achievements and acknowledge the collective effort.
Celebration can be both symbolic and practical. Share leaderboards, spotlight top performers, or create small recognition moments for consistent contributors. Public acknowledgement creates pride and motivates others to aim higher in the future.
Most importantly, make the message sincere. When participants feel that their contribution is noticed and appreciated, they associate that positive experience with your brand. Closing the year with gratitude sets the stage for stronger engagement and loyalty in the year ahead.
The final quarter is about more than just meeting numbers. It’s about creating meaningful engagement, rewarding the right behaviours, and ensuring your brand is front of mind as customers wrap up the year. With the right incentive program tactics, you can drive sales, motivate participants, and set the tone for long-term loyalty.
Using a checklist approach ensures no opportunities are missed in the rush of EOY activity. Review your objectives, align with marketing, deliver relevant rewards, and plan ahead for January.
Now is the time to make your program work harder for your business. Speak to Incremental to find out how we can help you maximise ROI and create impact that extends well beyond December.