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Client: National Internet Service and Cable Communications Provider
Business Challenge: Increase sales volume generated by a 100-person sales team by 17% over a 3-month period; increase customer’s mind-share; recognize top performers and managers. Previous sales incentive campaigns did not reach established goals.
ID Solution: Design a sales incentive program with a web platform that converts sales to award points with online award redemption. Drive the campaign with an aggressive communications campaign using an inviting and fun theme.
Analyzing why this client’s prior sales incentive programs failed, ID determined that the missing element was constant communications with the sales team to keep them motivated, encourage competition and entice them with merchandise that they could strive to win. The other missing piece was making it a fun competition.
A program theme was developed and carried throughout all communications that included - a program brochure, monthly direct mail piece with a theme-appropriate premium item, 2 text emails per week with announcements and trivia quizzes; and a monthly newsletter featuring the leaders, best business practices and new products.
Result: Their 17% goal was reached by the second month of the contest with an overall sales volume increase of 71.2%. The newsletter was so well received that it will continue to be published monthly with a new brand identity for each quarter. The sales volume continued to increase in the months following the contest, and the contest will be conducted, with new themes, every quarter. Mission accomplished!
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