Program Details: In addition to the company's own sales staff, the program was aimed at 14 manufacturer rep organizations, 3 major distributors, and their respective sales forces, which numbered several hundred people. The program also included almost 3,000 sales staff from computer dealers, remarketers, resellers, retailers, and catalog companies.
To encourage participation, an upscale collection of "Picture Perfect Rewards" was assembled in catalog form. Weekend getaways and week-long dream vacations were featured along with the latest golf clubs, other sporting goods, and diamond jewelry. A bright yellow wave runner, featured on the cover of the catalog, was brought to three trade shows as a sweepstakes prize. To enter the sweepstakes, dealers were required to put up product displays and pass a quiz.
Exciting monthly performance statements were designed and mailed to the home of each participant. They communicated sales-point balance information and provided several convenient reward-ordering alternatives. Statement stuffers were used to announce new products and double point offers.
Objective: To build brand awareness, add value to its channel perception, and increase sales, LinoColor and The Incentive Group designed "Picture Perfect Rewards" to motivate the company's network of salespeople.
Supplier: The Incentive Group
Results: The program was successful in recruiting 32 new dealers to cover the company's line of scanners. It enhanced brand perception and generated a 26% increase in product sales.
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