Capturing Market Share
The brand had found a need to capture capturing market share, driven by dealer recommendations, note consumer demand.
212F worked alongside the brand to create a B2B incentive program, capturing the hearts and minds of their customers with an emotionally engaging incentive travel package.
% Sales Growth
ROI
The client is an international tyre distributor, known the world over for their durability and performance. In a crowded Australian market, with a wide selection of tyre brands, there is always a need to drive sales choice of product and brand driven by both dealer- and consumer selection. The client had noted challenges at standing out amongst the pack.
With the challenge of cutting through to end customers resting on dealers, the program needed to incentivise suppliers to prioritise both holding and selling their stock. This meant that the client needed to find a way to be the preferred choice amongst competitors.
The brand had found a need to capture capturing market share, driven by dealer recommendations, note consumer demand.
To promote positive brand sentiment towards the brand, allowing them to be the premier tyre of choice in the Australian market.
Utilising an exclusive travel incentive experience to link sales effort and becoming the best with a similar effective reward.
Aspirational, Creative Rewards: To increase their market share, the client and 212F worked together to craft an aspirational and exclusive travel incentive package, including an all-expenses trip to Hawaii, which dealers to meet specific monthly sales targets of selected stock over a 6-month period to earn their spot.
The trip itself featured fancy, upscale dinners, unique tourism experiences including visiting the set of Jurassic Park, and a feature of an Amazing Race-style event in which the dealers could purchase additional stock in exchange for cash rewards!
Innovative Program Design: To best engage the participants, a decision was made to require monthly targets to be met for the months within the program’s lifespan. The value and sales performance each month had to compete against the above-the line consumer sales promotions driven by competitor brands. This means the program reward and sales incentive had to always be front of mind for dealers to switch consumers or promote the brand, as consumers are the purchasing point.
The program offered “point booster” deals throughout its lifespan, sending out communications advising of stock sales that could be added for bonus points towards the target. The targets were achieved by selling a selected product range, requiring specific new stock lines to be moved by the dealerships to reach their targets. These targets were supplemented by the online program platform’s display of an ongoing leader board to motivate the participants’ competitive spirit while informing them of their performance within the program.
Targeted Communications: This platform was supported by bespoke, tailored communications sent out to various segments within the program. Those who were near the monthly target were motivated by emails advising them of how close they were to achieving the necessary sales and put into perspective how close
they were to earn their spot on the incentive trip, while the participants who had achieved their target were notified of this within alternate tailored communications used to celebrate their accomplishment. This was additionally boosted through regular face-to-face meetings with BDMs, promoting the program and
ensuring the brand was kept front-of-mind the next time they had to purchase stock.
Continued Involvement at Conclusion of Program: The sales elements didn’t end after the program – this was also woven into the travel incentive portion of the program. In Hawaii, attendees were involved in an Amazing Race-style event in branded Jeeps, where they needed to race around the island, completing set tasks to win. At each stop, a QR code was provided where the participants could purchase additional
product stock in exchange for cash prizes, which was taken up by all participants.
Even within the trip, participants were motivated to purchase more stock for their stores, ensuring
that their brand advocacy would continue outside of the program’s completion date.
The program was a raging success!
• Of the dealers who participated in the program, all qualified for the travel incentive program package, bringing guests to accompany them.
• Strategic communications partnered with regular BDM visits ensured consistent engagement throughout the life of the program.
• Points booster was an influence in the success of the program and saw most of the participants taking up
these offers, leading to additional sales during the program on top of the typical purchase cycle.
• The program exceeded its sales target by an extra 23% over the annual target, over the 6-month lifespan of the program.
• The trip itself gave the client a chance to further build on relationships between corporate and their biggest advocates, giving the brand incredible sentiment that will set them apart from competitors for years to come.
