Success Stories
Wondering how much impact a promotion, incentive or award program can really have? Here are a few stories of our clients' successes. There's no reason we can't create a powerful program for you, too.
KitchenAid Sales Incentives
OBJECTIVE: Motivate appliance dealer sales people to recommend and sell KitchenAid® cooking, cleaning and refrigeration products.
STRATEGY & EXECUTION: A unique footwear themed incentive program awarded sales people points redeemable for quality boots, shoes and inline skates for selling KitchenAid major appliances. The program kicked off with a direct mail teaser campaign that included a shoehorn, shoe polish and a shoe cloth. The campaign promised to put sales people in a new pair of shoes when they “put a shine on” their sales by selling KitchenAid.
RESULTS: The brand experienced an 18 percent increase over the previous year's same period sales.
AP Muffler Trade Sweepstakes and Incentive Plan
OBJECTIVE: Develop a database of muffler installers while stimulating purchase continuity.
STRATEGY & EXECUTION: Promotion Concepts created “Deal a Winner,” a sweepstakes program providing an instant-win game card with every muffler purchased. Each game card had a scratch-off patch that completed a poker hand worth points or prizes. The game card also featured a continuity point and a mail-in for a sweepstakes drawing. Recipients collected and redeemed continuity points for premiums. Sweepstakes entry information was captured for use in future marketing efforts. Sweepstakes prizes included cruises and trips to famous gambling destinations such as Las Vegas and Monte Carlo.
RESULTS: The brand collected the names and addresses of nearly 8,000 muffler dealers – an audience it had previously been unable to direct-market to because of the distribution channel’s multiple levels. Sales during the promotion period were up 28 percent over the same period the previous year.
USF Holland Birthday Program
OBJECTIVE: Reduce employee turnover by recognizing each employee's birthday.
STRATEGY & EXECUTION: Each year, USF Holland management selects a nice gift for employees to receive on their birthday. Promotion Concepts maintains a database of employee birthdays, and packages and mails a personalized birthday card and present to arrive on each employee’s special day.
RESULTS: Employee turnover has decreased, and employees are pleased that the company recognizes them on their birthday. Employees look forward to receiving this simple token of appreciation.
T. Marzetti "Take a Salad to Lunch" Promotion
OBJECTIVE: Extend product usage to outside-the-home meals.
STRATEGY & EXECUTION: Promotion Concepts created a “Take a Salad to Lunch” promotion offering consumers an insulated lunch bag, a salad container and a salad dressing container as a self-liquidating premium offer. The cost to consumers made this a no-cost promotion for the brand. A half-page freestanding insert advertisement and point-of-sale offer pads were used to promote the offer.
RESULTS: Over 10,000 salad kits were sold – more than double the expected response rate. The premium encouraged increased usage and use-up of the product long after the promotion period ended.
Elsie the Cow Bendable Offer
OBJECTIVE: Reintroduce Borden's iconic cow mascot to a new generation of consumers.
STRATEGY & EXECUTION: Promotion Concepts created a promotion that brought Elsie back to consumers after a 28-year absence. A custom bendable plastic commemorative toy was offered free in the mail with three proofs of purchase of Borden single-wrapped sliced cheese.
RESULTS: More than 125,000 bendables were mailed to consumers, representing over a half-million pounds of cheese. Sales increased more than 33 percent and remained strong after the promotion ended.