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Company: LinoColor
Programs:
Sales
Program Types: Merchandise and travel offerings
Objective:
To build brand awareness, add value to its channel perception, and increase
sales, LinoColor and The Incentive Group designed "Picture Perfect
Rewards" to motivate the company's network of salespeople.
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.
To encourage participation, an upscale collection of "Picture Perfect
Rewards" was assembled in catalog form. Weekend getaways and week-long
dream vacations were featured along with the latest golf clubs, other sporting
goods, and diamond jewelry. A bright yellow wave runner, featured on the cover
of the catalog, was brought to three trade shows as a sweepstakes prize. To
enter the sweepstakes, dealers were required to put up product displays and pass
a quiz.
Exciting monthly performance statements were designed and mailed to the home of
each participant. They communicated sales-point balance information and provided
several convenient reward-ordering alternatives. Statement stuffers were used to
announce new products and double point offers.
Supplier: The Incentive Group
Results: The program was successful in recruiting 32 new dealers to cover
the company's line of scanners. It enhanced brand perception and generated a 26%
increase in product sales.
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