Case Study: Food
By motivating non-sales employees to generate new vending-machine placement leads, this beverage company increased its beverage sales.
Results
- Approximately 4.27 leads generated per active employee
- 61% close rate with a 20:1 ROI
This beverage company wanted to engage, empower and change the behavior of their non-sales employees in a grass-roots marketing effort to place its products in new locations.
Issues
The beverage company wanted to:
- Generate customer leads from non-sales and service employees
- Drive incremental revenue
Solution
- Before launching a pilot program, BI conducted a design conference to gain agreement on program objectives and processes. After a two-year pilot, this program was rolled out nationally. The program is currently in its fourth year as a national program.
- Employees learn about the program via launch meetings, utilizing announcement kits and program posters.
- Non-sales employees identify potential new locations for a vending machine. The employee gathers the appropriate business information, calls a toll-free number, and reports the lead.
- If the lead is determined to be valid, the employee participates in a spin & win variable ratio game in which the employee can win a product wearable, valuable product coupon or entry into a travel award drawing.
- Each week, leads are sent to the appropriate office locations where salespeople follow up on the leads.
- When a lead results in the placement of a vending machine, the lead generator earns AwardperQs®, BI’s points system that enables participants to accumulate their earnings and select merchandise or travel awards.
- Monthly statements, showing individual participation and earnings, are used to spur participation.