Sales Incentive Programs Gold Winner Concepts & Associates Thompson Tractor, a heavy equipment dealer, sought to increase sales of its compactor machines to select pavement customers in Alabama and the northwest Florida Panhandle. The company enlisted the help of Concepts & Associates, which developed a mail campaign in which 100 to 150 key clients ultimately participated. The campaign was intentionally rolled out during the sweltering days of summer 2023 using the slogan “Hot Mix, Cool Savings.” Inspired by a retro vibe, the mail package was designed to include a Bluetooth speaker in the shape of a cassette tape with two QR codes: one linked to a special promotional offer and the other linked to a curated 1980s Spotify playlist for a nostalgic and fun element. The campaign highlighted five different compactor machine models available at various price points. For distribution of the mail package, some of the specially designed boxes were shipped directly to select customers, while others were hand-delivered by sales reps. The personal approach encouraged meaningful interactions between the reps and their customers, fostering stronger connections and making the exchange more personable and impactful. The results of the campaign exceeded the company’s objectives by driving significant machine sales and engagement for the client. Impressively, the sale of just one machine covered the program’s costs several times over, underscoring the effectiveness of this promotional strategy. Silver BAMKO When Intuitive Surgical, a global leader in minimally invasive care and the pioneer of robotic-assisted surgery, came to BAMKO looking for ideas to raise awareness of its surgical robots, the BAMKO team took a decidedly hands-on approach. They suggested designing a custom buildable block set depicting one of the company’s top medical devices. The set was made available on the employee webstore so sales reps could purchase sets and give them to surgeons who were a primary target of this promotion. The purchase included a branded box, and the item was available only as long as supplies lasted, adding to its exclusivity. The client purchased approximately 300 buildable sets at $100 per set to initially stock the webstore. This out-of-the-box solution was a hit among Intuitive employees, with the buildable robots selling out quickly. As employees shared their finished designs via social media and in person, the exposure generated exactly the kind of top-of-mind awareness the client wanted. Intuitive was so pleased with the project that it asked BAMKO to design a second robotic block set for future release. Must Read | Pyramid Awards | Client Promotions 48 • MARCH 2025 • PPAI
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