The key criteria for this category is the recognition of the "front-end" aspects of an incentive marketing program - specifically the design, structure, program rules, objectives and results. The sub-category includes the external marketing campaign directed towards consumers, customers and/or end-users.
AV Business & Communication was tasked with creating and implementing a two-pronged incentive promotion for Motorola Argentina - one for Motorola Argentina´s sales team and branch managers and one for the consumer.
Motorola Argentina is a leader in integrated mobile telephony solutions. However, they wanted to gain greater market share than their competitors, particularly in retail sales which account for 20% of Motorola´s total sales. AV Business & Communication developed the MOTOFIESTAS incentive promotion to help Motorola Argentina achieve this goal. The incentive promotion was conducted at three different chains (Fravga, Garbarino and Compumundo) that account for 60% of Motorola´s channel sales.
The sales team and branch managers were rewarded on three different levels: best branch as a team (rewarded with a group dinner), four best sellers (each earning an incentive trip to Cataratas del Iguazu), and best manager (earning an incentive trip to the Conrad Resort & Casino in Punta del Este). An additional sales push was conducted the first month in which for each Motorola phone sold; the seller had a chance to participate in a raffle for an automobile. Additional prizes awarded to sales teams and branch managers included restaurant gift certificates, cinema tickets, DVD players, and digital photo cameras.
Consumers who bought Motorola phones during the incentive promotion time period entered into a raffle of 90 prizes or called an IVR for a chance to win one of 100 instant prizes. Some of the prizes given out included trips to Cancun and Cataratas del Iguazu, stays at Punta del Este, Motorola V600 phones, DVD players, digital photo cameras, gift certificates, and small home appliances.
AV Business & Communications sent mystery shoppers to the stores to test the effectiveness of the incentive program. They reported that 72% of sellers offered to show Motorola phones to consumers first, before showing other brands´ phones. The mystery shoppers also were rewarded for their participation with a chance to participate in raffles for the chance to win DVD players, digital photo cameras and cinema tickets.
A special program logo, MOTOFIESTAS, was created for this incentive promotion program. Two launching events took place to accommodate all of the sales force at the three locations; program logo merchandise were raffled off as well as V600 telephones, emails and prize catalogs were given to all sales participants. Posters and flyers containing promotion information were given to the stores to hang so the customer could understand the program and choose whether or not to participate; coupons and stickers were also provided.
After the incentive promotion period, a newsletter was created and sent to all of the sellers. The customized newsletters (sent to each chain) contained pictures of the winners and any relevant information. As a result, Motorola´s share in Garbarino and Fravega increased by 20% during the action period. Motorola also saw $3.5 million USD in gross profits from the incentive program.
The SITE Crystal Awards were established in 1980 as a means to recognize the unique blending of objectives and imagination that enable motivational programs to be successful in achieving business objectives. Incentive campaigns, special/motivational events or promotion campaigns held between 1 June 2004 and 31 May 2005 were eligible. Entries were evaluated by an independent panel of judges in the areas of return on investment, creativity, and mechanics. This year´s entry and judging process was completely electronic to help level the playing field and renew the focus on each program´s ability to achieve its business goals.
Generous support for the 2005 SITE Crystal Awards was provided by the 2005 SITE Crystal Awards Committee Chair, Polo Looser, MCI (Schweiz) AG; and 2005 SITE Crystal Awards Vice-Chair Michael Goldsmith, CMP, Las Vegas Convention & Visitors Authority. Other committee members included Jim Germain, SITE Board Liaison and Karen Whitaker.
About SITE
Founded in 1973, SITE is the only international, not-for-profit, professional association devoted to the pursuit of excellence in incentives, a multi-billion dollar global industry. SITE provides educational seminars and information services to those who design, develop, promote, sell, administer and operate motivational programs as an incentive to increase productivity in business. Currently SITE has nearly 2,000 members in 82 countries, with 30 local and regional chapters. Members represent airlines, cruise lines, corporate users, destination management companies, ground transportation companies, hotels and resorts, incentive houses, official tourist organizations, trade publications, travel agencies and supporting organizations such as restaurants and visitors attractions.
About AV-Business & Communication
With more than 15 years of experience specializing in the accomplishment of incentive programs and motivational campaigns, incentive trips, Mystery Shoppers, event marketing and trade marketing, AV Business & Communication is today the first full service incentive & marketing company better enabled in the region to solve and to integrate all the stages of a successful program.
AV Business offers services in all SouthAmerica, Central America and Mexico, in integral or modular format according to the client needs.
Principal clients are: Motorola , Philips , Arcor, Liberty Insurance, Peugeot; British American Tobacco, Cadbury Adams, Budweiser, Heineken.