Company: Saab Cars USA

Programs: Merchandise and travel offerings

Program Types: Dealer Distributor

Program Details: The new program needed to capture audience interest with easy-to-understand rules and desirable awards that targeted the needs of various demographic groups. With personalization and flexibility key success factors, the main reward option, American Express PersonaSelect debit cards fit the bill. Winners were able to redeem awards of their choosing within a range of businesses selected by Saab. The communications campaign used graphics to stimulate winners’ imaginations of awards ranging from golf clubs and electronics to jewelry or cooking gear. Dealers who exceeded their baseline quota by 3 percent earned debit cards; if they exceeded by 5 percent, they earned individual travel aboard a Royal Caribbean cruise ship. To ensure success, awards were based on dealer input and were customized to motivate performance. To truly engage the dealer network, Saab allowed them to select the baseline month for sales objectives, in effect, allowing them to perform 3 percent or 5percent better than their lowest sales month in 2001. The Genuine Advantage program also incorporated the dealers’ feedback to use travel as a motivator. Individual travel aboard a Royal Caribbean cruise was added as a premium award to entice parts and service managers to meet sales and customer service objectives determined by Saab. In addition, Saab supported the effort by giving dealers the option to participate in a two-tiered direct mail campaign to customers. Created to drive traffic into the local dealerships to directly support the sales goals, the first mailer included a coupon for a free oil change and the second for a new set of wiper blades. Saab needed the program to be implemented quickly, communicated effectively, and designed to build excitement. Frequent direct mail, strong brand identity, and performance tracking kept the program top-of-mind. Monthly performance statements showed participant status and what was needed to win. Program participants also received sleek metal clipboards, business card holders and wristwatches branded with the Saab logo and Genuine Advantage theme. These everyday items served as constant goal reminders.

Objective: In response to daunting economic conditions in the fourth quarter of 2001, Saab Cars USA was looking for a special incentive program to add to its ongoing Genuine Advantage program. In order to provide increased motivation to drive its US team of sales and service associates, Saab turned to its Genuine Advantage partner, USMotivation. Charged with developing a program to motivate nationwide dealers to surpass sales quotas in tough times, USMotivation created The Genuine Advantage Plus 3: Go for 3%, Cruise with 5% program and responded quickly — adding the new program to Saab’s lineup within two weeks.

Supplier: USMotivation (Atlanta, Georgia)

Sponsor Assocication: SITE

Results: USMotivation’s Genuine Advantage program delivered customization and flexibility to motivate, powerful program branding, and consistent communication. Despite tougher economic conditions, Saab managed to increase the number of winners by 4 percent from the 3rd to 4th quarter, while at the same time, increasing its customer satisfaction ratings and strengthening dealer relationships. The Genuine Advantage program generated an amazing return on investment — with incremental revenue at 7.2 times the cost of the incentive program and 19.9 times the cost of the awards. Saab was so pleased with the results that they plan to repeat the program and theme in future incentive efforts. “USMotivation created a program that allowed the dealers to select their own goals to achieve,” said SITE President Peggy Whitman, CITE. “This customization helped the judges recognize the individuality and uniqueness of this incentive program.”

Award Type: CRYSTAL AWARDS

Award Date: 2002