Client: Global IT Company
Event: 50th Storage Anniversary
Objective
Build a program that will form significant awareness around specific brand products. In addition, the program will drive sales out figures whilst creating demand generation and allowing considerable marketing and branding opportunities into the channel.
50th Storage Anniversary Program
A 3 tier program was devised that would allow each stage to achieve the individual objectives required by our clients.
Stage 1 – Branded Goods were distributed as a brand name marketing tool but mainly as a thank you to our client’s business partners. Stage 2 – Demand Generation funds were provided to each of the participating Distributors to develop and communicate a smaller incentive to their partners. Stage 3 – Prize funds were awarded to Distributors upon achieving a “sales out” revenue target by the end of the program.
There were 11 chosen Distributors in the program based across 5 countries.
Logistics
Having discussed the client’s requirements to get a clear understanding of what they were looking to achieve, Top Banana Team then took full responsibility for the launch, communication and management of the program.
The project involved the following elements:
| • | Providing the corporation with a selection of branded goods ideas to send to each of the selected Distributors as a thank you for their support over the years | ||
| • | Producing and distributing a detailed document that gave a full breakdown of the program and how it would run, to each individual Distributor. It included their individual revenue target | ||
| • | Making contact with each Distributor contact to go through the program details and answer any questions | ||
| • | Stage 1 – Branded Goods | ||
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| • | Stage 2 – Demand Generation Funds | ||
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| • | Stage 3 – Prize Funds | ||
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At the end of the program, Top Banana Team are responsible for collating all sales out results and providing a full report to the corporation including details of how the Demand Generation funds were used throughout the program.
Challenges:
As with any sales incentive program, the challenge that Top Banana Team faces is not being able to have any direct affect on whether each Distributor hits their given target. Therefore, we have to ensure that we do all we can to promote and continue to manage the program throughout its entirety.
Summary
Each participating Distributor received 15 corporation branded 50th Storage Anniversary gifts consisting of 2 Champagne flutes and bottle of French champagne.
Demand Generation funds were spent on various activities including rewarding internal sales staff for closing new sales, distribution of flyers to communicate Business Partner incentives to win Tom Tom’s, iPods etc and holding Partner functions to promote the Distributor and the corporation.
All 11 of the participating Distributors reached their Sales out Revenue target and were rewarded with the financial prize funds.
