Custom sales and incentive trip programme drives boost in sales
- Incentivise resellers to increase ‘converged’ sales
- Increase brand awareness
- Encourage cross sell across server, networking and storage divisions
- Maintain mindshare
- Encourage loyalty
- Recognise partners for their performance with end of programme incentive trip
The solution needed to incentivise a group of key reseller partners to increase ‘converged’ sales across the HP Enterprise Group products and services, encouraging cross sell across server, networking and storage divisions.
A play on the task at hand and that the resellers would be going on a seven-month journey, we designed an online custom incentive programme called ‘Quest for Convergence’ to create awareness and excitement within the HP reseller community.
To drive engagement and maximum participation, we provided an extra incentive for the top partner performers, to achieve a place on the end of programme trip to Tokyo.
What we did
With a ‘futuristic’ theme, we created the platform to have a modern and visionary design, including 11 different worlds that the partners would need to work their way through, achieving points and prizes on their way, when completing the criteria.
To drive registrations and excitement to the programme we organised a variety of futuristic themed Sales Floor Activation Days. Our Event Managers decorated each sales floor in branded bunting, posters, totem posters and floor tiles whilst offering various food carts and games.
Participants were involved with an interactive game where they could choose a square on a grid which depicted the entrance to the first world. All those that correctly guessed the square were entered into a prize draw for the chance to win a Bose Sound Dock.
Registrants created their own avatar figure by choosing from different futurist characters like aliens, robots or next generation people, which would represent them throughout their quest.
To enhance partners product knowledge which would in turn increase their sales performance, we added a variety of eLearning quizzes within the online programme regarding the various HP products and services applicable within the incentive. When the participants completed and passed a quiz, they were issued with a code to play a virtual scratch card game. If they were a lucky winner, they were rewarded with gift vouchers.
Resellers were grouped into four tiers, which defined:
- The points associated to the product / product combinations made within one claim
- The user’s that are associated to the tracker and leader board
- Programme communication
- Specific prizes
All sales were logged via a claim form and the partners were awarded with points for approved claims. The more points they received, the quicker they could progress through the worlds.
Each world had set criteria of points (weighted differently depending on the reseller tier they were allocated to), that the partner had to achieve before being able to progress through to the next world. Once they did progress to a new world, they received an entry to a monthly prize draw in addition, for the chance to win further prizes like driving days, days out and technology.
Every participant’s progress was tracked via a leader board so they could see where they ranked and their position within the incentive. The top performers (and a +1) within each of the four tiers i.e those who were at the top of each leader board, were rewarded with a place on the end of incentive programme trip.
The incentive period was quite lengthy, so to ensure we continued to drive momentum and participation from partners we sent out a variety of communications including monthly email newsletters, promotional items, merchandise materials, sales collateral for the HP Partner Business Managers and postal mail outs.
The winners would be those that were in first place on each of the leader boards. Each of the four winners were able to bring a partner or colleague. The top performing Partner Business Managers were also entitled to gain a place on the trip.
Tokyo was chosen as the incentive trip destination as it was the epitome of the ‘Futuristic’ theme. The itinerary was compiled with a mixture of Japanese traditions and modern day phenomenon’s, ensuring the winners experienced the city at its best.
Highlights of the trip include:
- Tokyo SkyTree Visit – the world’s highest, freestanding broadcasting tower with breath-taking views over the city
- Lunch at Hananomai, a sumo wrestling themed restaurant
- Visit to the Sensoji Temple (Tokyo’s oldest temple) in Asakusa and shopping at Nakamise arcade
- Tour of Meiji Shrine followed by shopping in the famous Takeshita Street (Harajuku) – the focal point of Harajuku’s teenage culture
- Robot building activity followed by Robot Penalty Shoot Out at Space Bridd Akihabara
- VIP Entry to Ele Tokyo nightclub
- Bullet Train to Odawara. Transfer to Hakone, part of the Fuji-Hakone-Izu National Park
- Lake Ashi cruise on a beautiful boat
- Komagatake Ropeway cable car experience with beautiful views of Lake Ashi and Mount Fuji
- Sushi Lesson
- Shinjuku Robot Show
With these lifelong memories, from unique experiences in an extraordinary city, partners returned to the office motivated to sell even more HP products. The buzz and excitement filtered through to colleagues, encouraging them to take part in the next incentive and improve their performance.
The programme achieved the desired results 100%
The programme helped achieve the business objectives 100%
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