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For more case studies covering everything from conferences and travel to channel incentives and focus days:
The AA wanted a loyalty programme to recognise and reward the commitment of their staff as they reached key employment milestones. They had tried various schemes in the past but had been disappointed with the outcomes.
Corporate Rewards devised ‘AA Choice’. The programme automatically identifies and recognises employee long service milestones with desirable awards, built on the MyRewards catalogue.
The programme promotes loyalty through tangible rewards that increase with service. It also ensures that employees receive a reward of their own choice, which will be truly valued and appreciated.
Some 1,300 employee milestones are recognised every year. Feedback from staff and management is incredibly positive. The programme is truly valued and appreciated.
‘I have just received my Gucci watch and I love it. Thank you so much for all your help.’
Employee with 25 years’ service
CA Technologies approached Corporate Rewards to help engage the EMEA market and drive sales of CA Technologies’ products.
The target audience for this incentive programme comprised CA’s EMEA-based distributors and resellers of boxed and licensed products.
The campaign strategy was to offer participants a themed incentive with a matching set of selected rewards. Specific products were to be featured monthly, and the audience was encouraged to regularly log on to the programme’s website. E-mail communications were to be localised by region and language through dedicated online platforms (English, French, Spanish, Italian and German) to drive participation, create awareness of monthly and quarterly prize draws and facilitate delivery of rewards.
A nine month programme entitled ‘You Choose!’ was created by Corporate Rewards with a twin ‘Hot and Cold’ theme. The scheme offered participants a tailored reward range of ‘hot new gadgets’ and ‘cool accessories’ through the programme platform. Other key features were developed to maintain interest, including an e-learning curling game in which answers to product-related questions earned time and offered monthly prizes.
A customised home page highlighted prize draw entries, with winners choosing prizes from a range of weekend ‘hot’ and ‘cool’ destinations. Personalised emails notified participants of their monthly points balances. Additionally, a dedicated download zone enabled senior management or participants to print posters and flyers publicising the programme in their own language, as well as the opportunity to download branded screensavers.
User feedback was constantly monitored through an online survey, whilst various other online activities were used to engage with distributors and resellers.
Ambitious sales and revenue goals have been comfortably achieved, and the target audience of 800 key sales personnel has displayed exceptional levels of motivation. Just as significantly feedback from both the client and their distributors and resellers has been very positive:
‘The CA You Choose! promotion has been a great incentive for GOB Software Systeme. CA’s solutions are key in our product portfolio so taking part was very easy. We rolled the promotion throughout the sales floor and the response has been fantastic. It has helped us to focus on achieving our revenue goals.’
GOB Software Systeme
‘Infogroup are very proud of the relationship we have with CA which reflects in increased sales, year after year. We like participating in these types of marketing programmes as it helps us achieve our sales figures.’
Infogroup
Acer approached Corporate Rewards to help increase sales by raising the profile of their products, and of their Account Management team, in a deeply competitive channel environment. Acer wanted to roll this programme out to their distributors and their sales teams throughout the UK.
‘The Acer Team’ theme was based around the popular TV programme and film, with the Acer Account Managers replacing the A-Team members. Three Account Managers, along with our Mr T look-a-like, went into action visiting distributor sales floors. They used a vast array of creative elements – from focus days, points banking, training and competitions to branded playing cards, t-shirts and life size cardboard cut-outs – to raise Acer’s profile. Communication and brand awareness was a particular focus for the client and the high energy programme kept delivering over a four month period, culminating in a night out for the top Acer Team performers from each targeted distributor.
‘Now everyone remembers the Acer Team and the Acer product range, with excellent on-going sales results. Distributor sales teams now think Acer first.’
Acer UK
To encourage all Epson reseller partners in the UK to participate in a centralised online incentive programme which would act as an effective platform to propel all reseller incentive schemes in the future.
The primary focus was on new and high value products. There were four additional key aims of the programme, namely: to influence behaviour amongst reseller teams; to communicate more frequently and successfully with ‘lower touch’ resellers; to act as an attractive incentive for new resellers; to become a focal point of Epson’s proposition to resellers.
Corporate Rewards created ‘The Great Race’ – an exciting and fun virtual race from London to Tokyo. Participants registered their details, and created their own race vehicle online. They competed against each other, earning miles, points and prizes through sales of Epson products en route.
Each product was allocated a set amount of points, and the event culminated in a stunning prize draw, with the winners receiving a 5 star luxury trip to Japan or £10,000 in cash. E-postcards and themed teasers marked entrants’ arrival at key destinations, whilst regular HTML communications and spot prizes along the way drove awareness and encouraged participation.
Additional short-term promotions ran simultaneously to the ‘points make prizes’ element, highlighting key products and influencing behaviour. Feedback was constantly monitored and reported online.
The programme was a great success for the business and appealed directly to low touch partners. Over 700 participants registered, including 100% of major targeted partners. Compared to previous incentive schemes there was a 234% boost in participant registrations for The Great Race. In excess of 300 claims were submitted in the first month of the scheme, increasing by 178% in the second month. 94% of all claims were validated, dramatically illustrating the interest and motivation aroused by the programme.
A leading NHS Trust wanted to recognise staff loyalty in difficult times by providing a new benefit which would have a real financial worth. However, only a very limited budget was available to reward a workforce of nearly 9,000.
The scheme, based on our white label MyMoney product, allows the Trust’s employees to earn regular ongoing reward just by shopping online, using their own credit and debit cards.
The discounts attracted from retailers help fund the scheme, the investment required by the NHS Trust is surprisingly low, whilst the benefit to the individual employees is very high.
Activity for this client
“The My Money scheme was incorporated into our benefits portfolio because we wanted to reward our employees for their loyalty and hard work. To have a benefit that is professional, cost effective for the employee and the employer is fantastic”.
(Comps and Benefits Manager)
The conference objectives were to bring together over 2,000 NetApp and partner company employees from across the EMEA region, for the annual insight conference. The event provided specialist training in dedicated breakout sessions with the promotion of new products and services.
For the third year, Corporate Rewards were appointed to deliver NetApp’s ‘Insight’ conference in 2010, reflecting the organisation’s continuing commitment to growing Eastern European markets and to be the premier storage specialist event of the year.
Activity for this client:
“That was an amazing, well executed event. It was damn near flawless. Please identify the person responsible and force them to coordinate all future NetApp events worldwide.”
(Net App Delegate)
Microsoft and HP appointed Corporate Rewards to source and create a trip with the ‘WOW’ factor, for an internal incentive targeting employees across EMEA.
Corporate Rewards proposed, sourced and managed all the key elements from designing menus, organising flights (from 7 countries), hosting the event and even last-minute inoculations! The destination chosen was Zambia and the Zambezi – based at the Royal Livingstone Hotel overlooking the Victoria Falls.
Activity for this client:
“It was a wonderful trip, from planning to execution with phenomenal organisation and facilitation that meant we could do such divine things and have such a fun fun fun time and create great shared experiences with our clients and EMEA teams! You guys did a great great job – thank you so much for making it so fabulous!”
(Microsoft and HP Host)
“We recognise the clear business benefits of incentive trips in strengthening the bonds between our teams through shared experiences, the valuable best practice sharing across teams and subsidiaries which takes place throughout the trip”.
(Microsoft OEM Director, HP EMEA)
The key objectives for Quantum Storage were to drive incremental sales on storage products and services. To promote ongoing loyalty to the brand and product offering and also to encourage excellent performance by distinguishing and rewarding high performance resellers.
As the programme was EMEA based, accessibility to the programme and to the rewards for everyone was critical. A high-impact themed campaign website was created to incorporate, 4 tier system to provide prize draw and incentive trip opportunities, sales validation system and automated reporting area for tracking progress, website activity and the validation of claims.
Corporate Rewards recommended a reloadable prepaid card as the primary reward medium, using our points banking system converting to cash.
Activity for this client:
“Having established the EMEA wide reseller channel programme we have actively signed up 176 reseller partners with all performing over and exceeding targets. A key target was to gain mind share and have partners fully engaged in the programme, the activity we seeing from the sales validations and use of the prepaid cards is really positive.”
(EMEA Channel Marketing Manager)
Bose a well known high street retailer and manufacturer of high-end home and personal audio systems wanted to increase sales through an extensive UK retailer network. The target audience was over 2,000 retail staff and 215 dealer principals from all major concessionaires in the UK.
To ensure the programme would be self funding, a sales target was established, using a series of controls including a minimum individual target and a leaguing system. The aim was to incentivise every sales person and dealer principle to hit the overall UK target.
Activity for this client
“The scheme generated an 85% take-up from retailer. In a participant survey, nearly 90% of the target audience said they felt that the campaign had led to them selling more products. The UK extended target was achieved and a follow up programme to the same audience is already in the planning.”
(UK and Ireland Country Manager)
Each year over 1,000 AA employees hit an employment milestone with the organisation and a loyalty programme was created to recognise and reward their commitment. The AA had used various providers to support this programme in the past but where largely unsatisfied with the scheme.
The clear feedback from their employees was that the schemes lack a range or choice of awards that they were looking for. In addition, the level of customer service was regarded as poor and un-helpful.
Activity for this client
“Given our circumstances the AA conducted a tender programme to find a better provider offering a more comprehensive scheme. The result is a clear, streamlined, easy-to-manage programme custom built from tried and tested reward mechanisms. Corporate Rewards have managed our expectations and professionally created a scheme which is truly valued.”
(HR Director)
‘Your Reward’ is an ongoing recognition, nomination, long service and award programme created for over 10,000 employees in the UK and Ireland, operating at eight business units across multiple sites.
The key objectives were to promote and re-enforce a series of identified behaviours – examples of desirable workplace attitudes and actions, and to have an online solution that can house, support and facilitate the ongoing reward and recognition requirements for the organisation.
Activity for this client:
“Nominations on a unit by unit basis have doubled since the introduction of the new programme, and the e-card appreciation system has been fully utilised. Many millions of pounds of business improvements, gains and savings have been celebrated and rewarded. We have been so delighted with the great success of the ‘Your Reward’ scheme that we will be incorporating additional schemes for 2012.”
(Rewards and Benefits Manager)
Two market leading global IT organisations wanted to increase market share of server based products by up to 5% over a six month period. The target audience were reseller partners and their sales people, throughout mainland UK and Ireland.
To meet this challenge, we created an exceptionally high-impact channel sales force campaign to capture people’s imagination, drive high engagement and harness the incentive power of competitive peer performance.
Activity for this client:
“Corporate Rewards were recommended to us to help drive and create a high impact channel incentive campaign for the UK and Ireland market. The results have been exceptional with over 1,000 sales people from over 140 partners signed up to the campaign. The 5% uplift target was achieved within 4 months of launch and by the end had risen to 7%.”
(UK ISS Marketing)
Microsoft wanted a campaign to be designed to re-programme sales force behaviour, gain incremental business and promote a new product format through automatic ‘selling in’ during every sale.
A rewards programme concept was developed on this basis, using a series of fast food outlet themed reseller focus days or ‘floorwalks’.
Activity for this client
“The story…Microsoft has taken a new longer term approach to incentivising key accounts who typically have large sales floors. The results are recognition of a great team effort involving a number of people with a solid incentive theme which built over time and a great incentive mechanic which I will use in FY2012. The figures speak for themselves with a 64% uplift, ratio of 12:1 on the business investment and the delivery of over 122% of target.”
(OEM Marketing)
© Corporate Rewards 2012 | Telephone: 0370 405 2020 | Email: enquiries@corporaterewards.co.uk
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