Reach for the Stars

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Company: Compaq Computers

Programs: Reseller
Program Types: Merchandise and travel offerings

Objective: With the market for desktop computers and servers down by 20%, Compaq Computers decided to motivate its reseller force with a "Reach for the Stars" incentive campaign.

Reseller sales reps earned reward points for sales of Deskpro computers and Proliant service. In addition, management was able to award supplemental points for such goals as increased knowledge retention, add-on sales, and attendance requirements.

"Reach for the Stars" was launched at a private party held at Chicago's Planet Hollywood. Celebrity look-alikes welcomed Compaq resellers. Half-hourly drawings were held for such prizes as airline tickets, hotel getaway weekends, and golf clubs.

The program set attainable sales goals for the resellers to earn rewards, thus encouraging participation. Merchandise and merchandise certificates from well-known retailers were included in a four-color catalog. As points accumulated, resellers could select individual incentive travel rewards at resort properties around the world. Points could also be redeemed for worldwide travel certificates on United Airlines or American Airlines or on Carnival or Celebrity cruises.

Supplier: Incentive Travelers Cheque International

Results: "Reach for the Stars" achieved the highest satisfaction rating of any program in Compaq's history. A 163% increase in sales and more than 30,000 incentive rewards claimed during the fourth-quarter campaign. Out of a pool of 1,483 potential participants, a total of 1,400 individuals took part in the program.