Maintain and increase distributor focus on selected brands
Situation Overview
Client needed a way to organize and manage multiple manufacturer-based incentive and promotional activities and increase distributor mindshare. The company’s cash-based promotions had targeted inside distributor sales reps and counter personnel who influence contractor and customer purchases. Manually reviewing, approving and administering the promotions took time and energy away from selling and made tracking results difficult.
Solutions
A Web-based promotions management system was implemented, which enabled administrators to design, launch, manage and track multiple manufacturer promotions. The application allowed administrators to set up rules, select eligible products, define tracking parameters, establish budget guidelines and generate email communications to selected participants. The use of cash was replaced with a highly flexible point-based rewards system, which included the option to redeem earnings for prepaid Visa® cards.
Results
•
Over 20 manufacturers launched product-specific incentives throughout the year.
•
Key manufacturers funded over 30 different promotions for their products annually.
•
Promotional investments were easily tracked to ensure proper ROI.
