Generating 627% ROI for a flooring manufacturer by expanding their reach
The Big Picture
Our Flooring Manufacturing client wanted to motivate commercial flooring contractors and internal sales reps to higher performance with a self-funding program. But after examining their goals and program projections, we told them they simply could not reach their goals without expanding their audience significantly.
Research & Analysis
To benchmark and understand the dealer network, we conducted an in-depth analysis of the historic sales performance data from the previous four years to help establish the most appropriate and effective performance strategy going forward.
Step 1: We expanded the audience for this incentive to be 3½ times greater than the client originally planned for —1,200 commercial contractors and internal sales reps — to ensure the client would meet their aggressive revenue goal.
Step 2: We leveraged our communications expertise to acquire the audience and maintain their engagement throughout the program earnings period.
The program was designed to be fully funded by incremental gross profits. We exceeded ROI estimates with these elements:
Consultation: We had the experience to know the client’s program was not going to work, and the expertise to know just how to fix it
Marketing Campaign: The aggressive, highly targeted audience acquisition plan included program announcement, teaser postcards, and invitations to register.
Communications: To keep everyone abreast of standings, motivated and focused. A program portal drove participant engagement throughout the program.
Points-Based System: Goals were set and points were redeemed from our online catalog for merchandise, gift cards and individual travel.
Desirable Rewards: Top performers (based on highest sales, greatest $$ increase and greatest % increase), earned a coveted travel award for two hosted by the client’s executive team.
Monitoring: We tracked KPI & ROI to keep our client in the loop.