Terry Spence, Sales Manager, One4all Rewards, Dublin discusses two very interesting incentives case-studies. The first for Harvey Norman Flexi Bonus Gift Card, and the second for Beck’s Vier beer brand
2. Introduction
• Terry Spence
• Sales Manager Ireland & UK
• 11 years in Reward & Recognition
industry
• Effective Incentive Programme insight:
– High Cost Investment, High Return
– Low Cost Investment, High Return
3. One4all Group
Spend in over 27,500 outlets across UK and Ireland...
Headquartered in Dublin since 2002
Owned by An Post and management shareholders
Focused on consumer gifting and corporate incentives markets.
One4all Rewards is its dedicated Corporate Incentives Division
4. One4all Rewards
The Corporate Incentives and Rewards Business of One4all Group
Focussing on our clients challenges:
Development of effective incentive and reward programs.
Matching programs to affordable budgets.
Bringing end user attraction to rewards through choice and flexibility.
Providing a secure promotional incentive to long term , high value schemes.
Providing highly responsive fulfilment and customer care to program participants.
5. • Encourage customers to purchase via the Flexirent
rental finance option (€799)
• Increase electronics sales by 1 Million Euro via ‘Back
to School’ and ‘Big Deals’ promotions
“Based on our calculations, this particular incentive could well
drive in the region of €1 million in extra sales. There is no question
that consumers are increasingly price conscious and in the current
climate the idea of a great product range and flexible payment
option coupled with a bonus incentive is a hugely appealing mix.”
Tim Hannon, General Manager, computers at Harvey Norman.
6. Plan
• 7th August - 1 million ‘Back to School’ catalogues In-Store
• Staggered press coverage:
– 14TH August - Apple Catalogue - 1 Million catalogue drops
• Residential
• 18th/19th - Independent / Star (Weekend)
– 28th August - Sony Catalogue – 1 Million drops
• Residential
• 18th / 19th Independent / Sunday world (Weekend)
– 1st September - Harvey Norman Catalogue - 1.5 Million drops over 2
weeks
• Residential
• In-store
10. Results Focused
• Harvey Norman Staff Incentivised
• 20% increase in sales - Tablets/Computers
• 4 additional schemes
11. Low cost
– Becks Vier
• Create a calculated risk incentive with the perceived value of over
1 million euro in prizes
• Promote the Becks beer brand
• Raise funds for charity
• Drive volume footfall
• Data capture
• Publican buy-in
12. Strategy
• Design an attention grabbing/consumer
engaging game
• Third Party agency involvement
• 2 month campaign
• 22,500 chances to win based on probability
– (€50 prize, every card a winner)
• 500 pubs
• Sales rep sell in
16. Results
• 10% Increase in sales for that period verses previous year
• Positive feedback from Publicans
• Increased demand
• Customer data captured for future promotions
• Within budget
17. • Don’t run half a campaign
• Be willing to pay out – Set budgets
• Reward regularly and on time
• Don’t restrict the customer
• Embrace Social Media
• Build hype in the run up to your campaign
– Interact with your customers