RESULTS
The push/pull tactics for this campaign increased the voids closed overall, surpassed the voids closed from a previous campaign, and increased their typical promo take rate.
Industry
Manufacturing
Consumer goods and services
Problem space
Channel engagement
Services
Multi-channel marketing
Research and data analytics
Recognition
Incremental revenue
A major beverage manufacturer and bottler wanted to drive targeted void closures with FSOP customers and deliver incremental revenue for a specific brand. Their goal was to achieve a void closure rate of 10% with a stretch goal of 15% of their nearly 5,500-customer audience.
Multi-channel awareness campaign
We developed a multi-channel campaign to build awareness and motivate purchase behaviours through multiple touchpoints and a reward. The client developed and executed a sales overlay that created a push/pull to elevate the campaign. The touchpoints in the campaign included:
- Launch outreach: email, direct mail, order site banner linking to open info splash page
- Non-responder outreach: email, direct mail, order site banner linking to open info splash page
- Reward purchase behaviour with a reward: JBL Tune Flex true wireless earbuds
- Multi-language campaign: English and Spanish
Exceed expectations
The campaign exceeded the client’s expectations. The push/pull tactics amplified the results by increasing their typical promo take rate by 576%. They exceeded their stretch goal, reaching a 21% closure rate, and they had close 27% more voids than a previous promotion they ran. The combination of touchpoints also had a positive impact.
Thought Leadership
Learn from the best. BIW thought leaders bring you a deeper look at the business of inspiration.
-
Article
Building customer loyalty in a click-and-swipe-world
The customer loyalty landscape has undergone significant transformations due to the speed of technological advancements, data availability, and customer expectations. Is your loyalty program keeping pace? From fragmented to holistic Today, your customers have multiple ways to connect with your brand, including email, virtual meetings, texts, web- and app–based transactions, and social media platforms. This […]
-
Article
How to drive sustainability through your recognition program
Why are employers looking to drive sustainability? There’s a common belief that sustainability has simply become a buzzword in the last few years. In fact, this term has been out there for at least three decades, but the focus got lost, and actions were delayed. Sadly, as we realize the good health of our planet […]
-
Article
How much should you spend on employee recognition?
When implemented correctly, these programs create a recognition-rich culture which can improve a company’s ability to attract and retain talent. However, the key to achieving these benefits is ensuring that employees are actively participating and engaging in the program. An engaged employee is more likely to feel appreciated, perform at a higher level and stay […]