Business Case – Channel Marketing

Increased Sales of Targeted Products

Target Audience
 Third-Party Retail Floor Reps

Situation
Client wanted Reps to sell higher value products only.

Solution
Design and implement a high-energy reward and recognition program to drive targeted product sales and engage Third-Party Reps. The program rewarded Reps with ePoints when they sold products and engaged in behaviors and activities management knew would lead to increased sales. ePoint reward values were set at levels high enough to immediately motivate Reps, and the ePoints were easily redeemed online for a wide variety of top-brand merchandise.

Program details included:

  • Rewarding Reps when they sold the targeted products
  • Rewarding Reps when they passed quizzes on features and benefits of the targeted products
  • Email reminders encouraging Reps to take quizzes and get sales information entered
  • Posting sales rankings for participants and company leadership to see—sparking competition

Communications Results Graphic
Coinciding with the Summer Olympics, the program’s theme encouraged competition. Sales success within the program’s stated stretch goals brought Reps to Bronze, Silver, and Gold Medal status levels. Each medal had specific criteria and every participant could view their medal status by simply logging in. The theme and phased marketing elements that encouraged Reps to attain a higher medal status significantly drove enthusiasm and sales!

Results

  • Client achieved 20% increase in sales of their targeted products
  • Revenue attributed to the program was over $2.5 million, while total program expenses were just over $200,000, yielding a significant return on investment: