Driving targeted results across multiple channels
A major beverage manufacturer and bottler wanted to drive targeted void closures with food service on-premises (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.
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
Using biases to change behaviour and increase sales performance
What is a behaviour and how does it happen? According to the Fogg Behaviour Model, a behaviour happens when motivation, ability and prompt come together at the same moment. Motivators and prompts are well-documented tools that BI WORLDWIDE Canada helps clients to deploy, but what about ability? Behaviour = Motivation + Ability + Prompt The Fogg […]
-
Article
What is sales incentive management?
Looking to build a high-performing sales team? For most sales organizations, this is a common goal. Strong salespeople close more deals and generate bigger profits. Motivated salespeople are always driven to do better and sell more. Happy salespeople are likely to stay loyal to you as an employer and continue to bring in great results. Yet, […]
-
Article
How to create frictionless channel incentive programs
Whether your channel incentive objective is stretching the top 20% of performers or driving incremental performance of the middle ground, the engagement of your target audience is the first challenge that any channel incentive designer must overcome. A common assumption is that this is simply achieved by curating the right reward selection. After all, the […]
