Online site designed to be the perfect platform to target the chosen audience and communicate a short term promotion and drive sales.
Brother UK had seen a significant drop in sales of their colour and mono laser printer product ranges at the end of 2013, compared to similar months in previous years, and asked Corporate Rewards to design and implement a targeted solution to increase sales with the aim of achieving like for like YOY sales.
With just two weeks’ notice, we set about discussing ideas for a short term tactical campaign which could be channeled through the Brother Network programme. Brother Network is Brother UK’s reseller portal, dedicated to helping partners maximise their sales potential through incentives, e-learning and marketing tools.
The site provided the perfect platform and target audience to communicate a short term promotion and drive sales. With so much competition in the channel, we knew that the promotion had to be visual, engaging and capture the attention of a busy audience. After much brainstorming, the theme ‘Feel Good Friday’ was agreed and our in-house graphics team LimeDesign created an energetic design concept which included bright and vibrant colours whilst still sticking as closely as possible to Brother’s brand guidelines.
The promotion was run for a four week period throughout February and structure was simple. Using the existing Brother Network incentive claim system, resellers who sold and claimed at least one of the targeted products during the week received an online scratchcard on Friday with the chance to win prizes including bonus reward points on their Brother Network account, holiday vouchers, an iPad Air, or an entry into a prize draw for a luxury trip to Paris.
Even though time was tight, Corporate Rewards designed a landing page on the Brother Network website with full promotional details and a pop up message was added to the site when users logged in as a reminder. Communication teaser emails were sent out prior to launch to encourage partners to start selling the colour and mono laser printer products, and an online scratchcard game was designed and thoroughly tested across PC, tablet and mobile.
A targeted communications plan was also implemented using email, SMS and social media.
The promotion really captured the attention of the channel with an increase in claims of qualifying products by 48% which were then maintained after the promotion. All in all there was a 25% increase in qualifying sales during the period which exceed the clients expectations and Brother were so pleased at the success of the promotion they extended until the end of March.
25% increase in sales
538 qualifying claims – 48% increase from previous months