{"id":3923,"date":"2025-05-29T16:30:59","date_gmt":"2025-05-29T15:30:59","guid":{"rendered":"https:\/\/www.biworldwide.com\/ae\/?post_type=case-study&p=3923"},"modified":"2025-05-29T16:31:01","modified_gmt":"2025-05-29T15:31:01","slug":"leading-the-way","status":"publish","type":"case-study","link":"https:\/\/www.biworldwide.com\/ae\/our-work\/case-study\/leading-the-way\/","title":{"rendered":"LEADing the way"},"content":{"rendered":"
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\n\t\t\t\tLEADing the way\t\t\t<\/h1>\n\t\t\t\t\t\t\t\t\t\t
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A soft drink manufacturer has always believed that if they could effectively turn their 60,000+ employees into brand scouts and ambassadors, they could open doors to thousands of new opportunities.<\/p>\n\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n

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Impact<\/h2>\n\n\n\n

Having employees as brand ambassadors meant 60,000 new salespeople. By keeping this lead-generation program fresh and relevant, the multi-year programme has delivered stellar results.<\/p>\n<\/div>\n\n\n\n

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Industry<\/h2>\n\n\n\n

Food and beverage<\/p>\n<\/div>\n\n\n\n

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Problem space<\/h2>\n\n\n\n

Employee engagement<\/p>\n<\/div>\n\n\n\n

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Services<\/h2>\n\n\n\n

Communications<\/p>\n\n\n\n

Gamification<\/p>\n\n\n\n

Rewards<\/p>\n<\/div>\n\n\n\n

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Technology<\/h2>\n\n\n\n

Engagement platform<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/linearGradient><\/defs><\/svg><\/span><\/div>\n\n\n

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Brand ambassadors are salespeople<\/h2>\n\n\n\n

If you\u2019re dedicated to a particular soft drink, you know the buzzkill of hearing, \u201cSorry, we don\u2019t serve your brand products here.\u201d Particular brand fans want their favourite beverage everywhere. And of course the brand wants that too.<\/p>\n\n\n\n

But with nearly 650,000 restaurants in the U.S. and hundreds of new restaurants opening every day\u2014not to mention snack bars, cafeterias, convenience stores, and more\u2014staying on top of every available sales opportunity is a challenge. Even for one of the world\u2019s leading soft drink companies.<\/p>\n\n\n\n

A soft drink manufacturer has always believed that if they could effectively turn their 60,000+ employees into brand scouts and ambassadors, they could open doors to thousands of new opportunities. Their vision is that each time an employee encounters a store without a beverage cooler, or a restaurant with only competitors\u2019 soft drinks, they ask a manager if they\u2019d like to talk to a brand rep and, if so, they submit the lead.<\/p>\n\n\n\n

Their leadership has long recognised the value in employees submitting warm, qualified leads, so when we brought an idea for a way to incentivise employees to act as ambassadors, they acted.<\/p>\n<\/div>\n\n\n\n

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Revamp and reward<\/h2>\n\n\n\n

Within months, we helped this client launch LEADS\u2014a reimagined, reinvigorated lead-generation programme that awards employees with points for every qualified lead they submit. Previously, the company had only provided gift card rewards and only for leads that turned into sales, to meagre results. We revamped the programme to reward every qualified lead, regardless of whether it turns into a new outlet or not, to create a habit of submitting referrals. And, on top of that, we provide expansive reward options. Employees can now redeem their points for brand-name merchandise, travel, event tickets, and more.<\/p>\n<\/div>\n\n\n\n

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Keep it fresh and relevant<\/h2>\n\n\n\n

The results came fast and furious.<\/strong><\/p>\n\n\n\n

In year one of LEADS, the primary focus was to build awareness. We launched a robust communications campaign that introduced the new LEADS programme to employees, touted the rewards, ignited excitement and\u2014almost immediately\u2014drove results. By the end of year one, we had generated four times the employee participation, five times as many leads, and 10 times as many new customer outlets.<\/p>\n\n\n\n

In year two, we focused on making LEADS even easier and more fun. We simplified the submission process, kept communications going strong, and created a leaderboard to spotlight employees generating the most leads. By the end of the year, the number of submitted leads had doubled over year one\u2014and this manufacturer had generated nine million dollars in incremental revenue.<\/p>\n\n\n\n

Since then, results have continued to multiply.<\/strong><\/p>\n\n\n\n

This particular brand has received more than 34,000 qualified leads generating over $30 million in incremental revenue over the first five years of the programme.<\/p>\n\n\n\n

Plus, the qualified leads submitted by employees have a close rate of approximately 43%\u2014as opposed to a 10% close rate on cold calls. Not only that, but employee leads typically require only about three visits from a sales rep\u2014compared to the twelve sales visits usually required on cold leads.<\/p>\n\n\n\n

From every angle, this brand\u2019s programme has been successful and offers every employee the chance to spread the love\u2014and reap the rewards.<\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

A soft drink manufacturer has always believed that if they could effectively turn their 60,000+ employees into brand scouts and ambassadors, they could open doors to thousands of new opportunities.<\/p>\n","protected":false},"featured_media":3721,"template":"","meta":{"case_study_logo":0,"unique_title":"","unique_cta":"","featured_image_focal_point":{"x":0.5,"y":0.5},"footnotes":""},"content-topic":[33],"problem-space":[62],"class_list":["post-3923","case-study","type-case-study","status-publish","has-post-thumbnail","hentry","content-topic-incentives-and-rewards","problem-space-sales-team-motivation"],"yoast_head":"\nLEADing the way<\/title>\n<meta name=\"description\" content=\"Find out how BI WORLDWIDE helped a soft drink manufacturer reimagine and reinvigorate their lead-generation programme.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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