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Case Study - Channel Performance

VodafoneStore incentive with Blackberry

BackgroundThe client had identified a marketing oppportunity to promote the Vodafone Business Tariffs and the BlackBerry product through its network of stores for a period of one month. (BlackBerry brings email, mobile phone, SMS, organiser, contacts and web browser together into an all-in-one mobile solution.)

They needed a focused incentive that would support these business goals without adding clutter to the information-rich sales environment.

ObjectivesTo achieve targeted new subscriptions to the Vodafone Business Tariff and targeted sales of BlackBerry products during the defined one-month period.

Key Points§ Teaser postcard to provide advance warning§ In-store poster for visibility and motivation§ Stores competing in 18 Regional leagues§ Business and Blackberry Training support

was given to all stores§ Top 5 in each Regional league based on

percentage over Business Tariff campaign target each won £150 to share amongst the team

§ Each Region had £750 to share amongst a maximum of 5 stores. These were the stores with the highest percentage over Business Tariff campaign target who also achieved their BlackBerry campaign target

§ The rewards were made in the form of the Grass Roots bonusbond gift vouchers, redeemable for goods and services from more than 25,000 retail outlets and service providers

§ Individuals in winning Vodafone stores could choose how to spend their entitlements.

NarrativeIncentives of this type and duration need to be free of gratuitous adminsitration that can hamper the flow of information and make unwelcome additions to individual workloads. We designed a system that simply required Vodafone to supply a weekly Excel file of cumulative, actual sales of Business Tariffs and Blackberry product. We used this information to calculate and publish each participating store’s achievement to date.

We produced e-mail weekly performance updates for all stores, showing their percentage achievement versus target and a simple tick for achievement of Blackberry target.

These were consolidated into 18 Regional reports, which we forwarded to Vodafone for Regional Managers to add their comments in a designated text box before depatch to their stores. SuccessBoth Vodafone and Blackberry were pleased with the results of the incentive – in terms of both Blackberry awareness and units sold as well as Vodafone Buisness Tarriffs.