The Race To Win! Rewards Program saw unprecedented levels of excitement amongst all dealers in Australia and New Zealand. The incentive program demonstrated that purchasing grey imports was a short-term benefit and that it made more business sense purchasing from 3M Australia who was adding value to the trading relationship forged over the years. The rewards program brought dealer principals closer to the manufacturer, as well as obviously providing them with financial rewards.
An engaging brochure launched the incentive, asking dealers to register their interest in the program. Monthly digital communications and teasers were sent to the network, with more than a third of dealers regularly visiting the website, reading program emails and enquiring via phone about promotions and how they were tracking on their Race to Win journey.
Most importantly, 3M exceeded their overall target set at the beginning of the program – a great example of winning back dealers, motivating its network, driving growth and protecting a threatened market share.
As the program targeted a shift of grey market sales, an ROI wasn’t determined at the start of the program. To the delight of all involved, when the program delivered a result of 4:1 return of investment it exceeded expectations, not just breaking even but returning the program budget $4 for every dollar invested in the program.
Post It® and Scotch® sales managers hosted the trip to Melbourne to reward dealer personnel face to face and had the opportunity to further discuss where 3M can support their business.