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.
To achieve these goals, MotivAction, the Minneapolis incentive marketing company, developed the "Great Alaskan Adventure," an eight-day/seven-night cruise. The program included monthly and quarterly benchmark goals to help dealers develop consistent recommendation habits for the company's credit product. John Deere managers visited each dealer to encourage participation. Video, print, and interactive communications were also used to motivate participants.