Resource Library - Case Studies
Branding
The Bach Collection is sold through distributor showrooms and branches to builders and plumbers. This channel is extremely competitive. Distributors typically sell products from as many as twelve manufacturers and, at any given time, they may be exposed to 5-7 active promotions designed to capture their attention and time. To cut through the promotion clutter, Performance Plus Marketing recommended a high-impact sweepstakes structure for "The Sounds of Success."
... [ read more ]
When Mohawk Industries, a $2-billion manufacturer of carpets and rugs, acquired several prestigious brands, it took considerable resources of time and money. The expansion and consolidation process inevitably affected some of the company's key residential dealers.
... [ read more ]
John Deere agricultural dealers sell and service equipment and parts. Loans and leases through the company for these items generate profit and build brand loyalty. So it was logical that John Deere's first credit-related promotion would be designed to increase credit/lease acceptances, market share, and brand loyalty. ... [ read more ]
An intensive public relations campaign was created to entice consumers to try the bagels. During peak morning hours, Dunkin' Donuts employees conducted waves of bagel sampling, following instructions in a detailed, 15-page manual prepared by the company.... [ read more ]
The month-long "Ford Family Days" promotion was developed to build consumer awareness of the Ford Windstar and other family-oriented models. The "Project KidCare" tie-in increased traffic for the final day of the promotion.
... [ read more ]
To create a better synergy between those who choose suppliers (a dealer's parts department) and those who specify the product (the service department), the Aftermarket Division developed the "After Market Achievers" incentive program in conjunction with MotivAction, the Minneapolis-based full-service marketing company. The campaign rewarded parts and service managers, dealership employees, and field representatives for achieving specific goals.
... [ read more ]
LJ Hooker Financial Services was established in December 2003 to provide a mortgage broking service to real estate vendors and customers. LJ Hooker had informal relationships with 5000 agents and associated staff in Australia and another 1200 in New Zealand. Across the industry, the relationship between mortgage brokers and their referral contacts was largely based on cash transactions and varied widely in terms of process and value. Cash offers were vulnerable to competitive offers and ad hoc and different cash commission structures meant working with multiple managers and administrators without the benefit of a cohesive strategy or transparent management overview. LJ Hooker required a more structured platform to deploy their strategy to align real estate and finance broking to maximum effect.... [ read more ]
The program was built around a point system. Wholesaler showroom personnel earned one point for every two sales; counterpersons received a point for every six sales. Points were redeemable for merchandise from an "MVP Awards Extravaganza" catalog. ... [ read more ]
National City Bank’s Bravo! recognition program was designed to motivate 12,000 customer service representatives and customer service leaders to generate a 25% increase in referral volume.... [ read more ]
This consumer promotion used a baseball tie-in and in-store events to boost sales of Oreo Cookies... [ read more ]
The agent loyalty program "Policy Points" is an on-line program that is customized around GMAC's brand. It was designed to build awareness, loyalty, web traffic and business among GMAC's agents and agency partners. Points are awarded for new business and business transfers.... [ read more ]
Promotional Products furnish advertisers with advantages that may not be available in other media. These include:
• High recall where the name of the advertiser
is remembered.
• Repeated exposure to the advertising message
because of length of time the item is kept.
• A more favorable impression of the advertiser, resulting in a propensity to do business with the organization giving the item.
Promotional products can provide key elements to an
advertising campaign and enhance opportunity for driving a message far beyond traditional media.... [ read more ]
Promotional Products have a positive impact on
brand image. Specifically, when comparing people
who receive a promotional product from a company
with others who do not, this research shows that
people who receive a promotional product have a
signi?cantly more positive opinion about a business
through:
• More positive overall image
• More positive perception of the business
• Higher likelihood of recommending the business
• Higher likelihood of patronization.... [ read more ]
Sovereign Bank realized that it needed to streamline its customer referral process and provide its almost 11,350 Team Members at nearly 750 community banking offices with a compelling reason to increase their referral activity.... [ read more ]
In spite of Mountain Dew's strong market position, Pepsi-Cola wanted to build the brand's loyalty, attract new customers, and keep the growth rate above the industry average. To achieve those goals, the company developed the "Extreme Network" promotion, which offered a beeper in exchange for 10 Mountain Dew proofs of purchase, $29.99, and $5 for shipping and handling. The numeric pagers came with six months of free service. Total value: $125.
... [ read more ]
Channel Engagement
The Bach Collection is sold through distributor showrooms and branches to builders and plumbers. This channel is extremely competitive. Distributors typically sell products from as many as twelve manufacturers and, at any given time, they may be exposed to 5-7 active promotions designed to capture their attention and time. To cut through the promotion clutter, Performance Plus Marketing recommended a high-impact sweepstakes structure for "The Sounds of Success."
... [ read more ]
Shaw Industries stimulated excitement about its floor covering products among 30,000 independent retail sales representatives located in 10,000 showrooms through its "Win Shaw's Money $1,000,000 Sweepstakes." ... [ read more ]
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. ... [ read more ]
Pick-n-Pay, a South African supermarket chain with 265 stores, opted to rebuild its corporate image, emphasizing such tenets as respect, dignity, and freedom for all individuals.
... [ read more ]
When Mohawk Industries, a $2-billion manufacturer of carpets and rugs, acquired several prestigious brands, it took considerable resources of time and money. The expansion and consolidation process inevitably affected some of the company's key residential dealers.
... [ read more ]
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.
... [ read more ]
The "Winners' Circle" program logo and theme were designed around the popular motocross cross-country motorcycle race, and featured the No. 1 plate that is awarded to winners. Honda is a leader in production of off-road motocross bikes and a sponsor of the No. 1 team in the sport. Therefore, the logo and theme were a natural tie-in for use in printed material.
... [ read more ]
The program’s theme was the inspiration for a “Mexican Mosaic Bingo” game that was designed
to encourage dealerships to focus on the nine-targeted initiatives. In order to qualify for one trip,
dealers had to meet the targets for the three main initiatives, represented by three boxes
running diagonally left to right on the bingo card. Once those targets were reached, the
dealership had the option to earn another trip by meeting the targets for two other initiatives,
giving them another line of bingo running horizontally, diagonally or vertically. Dealers who filled
in the entire bingo card by meeting all sales targets qualified for a third trip.
The 2005 Mexican Mosaic Dealer Incentive Program achieved record-setting numbers.
... [ read more ]
Published: Dec 12, 2013
For the past three years, American Tire Distributors has rewarded its top dealers with an all-expenses-paid excursion to one of Alaska's premier fishing resorts…and you can bet they'll be working hard to ensure that next year they’ll earn ... [ read more ]
BigPond relies on a sales force of predominately male, tech savvy young people to sell their internet products to department and electronics stores, independent telecommunications retailers, and inbound and outbound call centers. They were challenged to motivate these GenYs to focus on their products, especially when competitors were undercutting on price. The “BigPoints” dealer incentive program, playing on the BigPond name, was developed online to build brand affinity and keep BigPond visible on the front line of selling.
... [ read more ]
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