A major automotive brand’s regional office approached Wellington with the challenge to reinvigorate their annual sales incentive. Their usual program included a one-night event centered on a group dinner, but it was time to elevate things. The region was finding that the award no longer excited their dealers, and it showed in their lack of participation.
Wellington immediately recognized that they needed a new approach; a way to re-energize the potential winners to drive sales without increasing costs to the region. How could Wellington inject new life into an event that was becoming familiar?
After targeted research and an evaluation of the existing event, the decision was made to overhaul the incentive. Driving towards a more motivating approach, this made our next step clear – eliminate it entirely, and completely change tracks for more lasting tangible rewards via a proposed prize program instead.
This offered both a novel experience and sense of energy to the recipients, as the region had not previously hosted a prize program. The challenge then shifted from the what to the how and the timing of getting the program launched and fulfilled in a two-week period.
Undaunted, our Gifts Division and Communications Department dove in. An interactive website was created to feature four progressively higher levels of prizes and incentives. These were awarded to dealers based on their levels of sales. Completing each level would unlock a higher class of available prizes, gamifying the experience. Adding to the competitive zeal, the site standings were kept updated so that dealers could see where they ranked in real time and make the necessary push to reach the next award level, encouraging the kind of healthy competition that makes sales teams successful.
Based on the previous participation in this particular incentive, the region expected fulfillment of a couple hundred prizes, with maybe a slight uptick. They did not predict the explosion of excitement that occurred from the competitive, prize-based approach. The program quickly jumped to more than 500 prizes distributed in the first month alone. By the end of the program six weeks later, 700 total prizes had been earned and awarded to the participants. The Wellington Gifts division had happily flowed with the demand, fulfilling personal orders for each goal knocked out by the region’s excelling sales team.
In the beginning, a new life for the incentive had been requested. Wellington went above and beyond, delivering not just new life but creating an entirely new experience for all those involved. It far exceeded the expectations of regional leadership and dealers alike and generated new engagement and energy within the region.
Contact Us to explore how we can help you take your next incentive to a whole new level, we love the challenge!