Flooring Company

Motivation Excellence

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Generating 627% ROI for a flooring manufacturer by expanding their reach

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The Big Picture

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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.

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Research & Analysis

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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.

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Our Solution

[/et_pb_text][et_pb_text _builder_version=”4.9.3″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″]Using industry specific data, we built a custom solution focused on our understanding of the participants.[/et_pb_text][et_pb_text _builder_version=”4.9.3″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″]

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.

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Step 2: We leveraged our communications expertise to acquire the audience and maintain their engagement throughout the program earnings period.

[/et_pb_text][et_pb_text _builder_version=”4.9.3″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″]Step 3: We aligned the desired behaviors with meaningful rewards that both top performers and middle performers would view as attainable. [/et_pb_text][/et_pb_column][/et_pb_row][et_pb_row _builder_version=”4.9.3″ _module_preset=”default” width=”100%” max_width=”100%” custom_padding=”||||false|false”][et_pb_column type=”4_4″ _builder_version=”4.9.3″ _module_preset=”default”][et_pb_text _builder_version=”4.9.3″ _module_preset=”default” header_2_text_align=”left” custom_margin=”||5px||false|false”]

Design Details

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The program was designed to be fully funded by incremental gross profits. We exceeded ROI estimates with these elements:

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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

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Marketing Campaign: The aggressive, highly targeted audience acquisition plan included program announcement, teaser postcards, and invitations to register.

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Communications: To keep everyone abreast of standings, motivated and focused. A program portal drove participant engagement throughout the program.

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Points-Based System: Goals were set and points were redeemed from our online catalog for merchandise, gift cards and individual travel.

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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.

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Monitoring: We tracked KPI & ROI to keep our client in the loop.

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Quantifiable Results

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