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''Capture Your Share'' Generates 18% Sales Gain

Company: MBM Corp.

Programs: Merchandise and travel offerings

Program Types: Reseller

Program Details: MBM Corp.'s sales follow the 80/20 rule: 80% of all MBM purchases are made by 20% of the dealers that sell its line of paper shredders, cutters, and other office equipment. To motivate everyone in its network of 1,800 dealers in the U.S., Canada, and Puerto Rico, the company teamed up with USMotivation to create the "Capture Your Share" campaign.

Objective: The incentive program's objectives included: a 10% increase in sales over the previous year; a rise in the purchases-per-dealer average; and a boost in the performance of the lower 80% of MBM's dealer base. MBM also wanted to identify and eliminate unproductive dealers. "Capture Your Share" was based on a catalog program where dealers could choose prizes ranging from merchandise to travel. The campaign featured three award levels: the first level offered merchandise, such as Toshiba VCRs and cookware; second-level prizes included Walt Disney World vacations and United Airlines round-trip tickets; top level awards ranged from additional merchandise to a cruise for two to Bermuda.

Supplier: USMotivation (Atlanta, GA)

Results: Results exceeded all expectations. Average dealer purchases jumped 122%. MBM's sales climbed 18%, equivalent to eight times the program's total cost. The number of dealers with purchases of $50,000 or more rose 38%; the number in the $20,000 to $49,999 range increased 119%.

Award Date: 2006

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