The ambition

This animal health organization wanted to get off to a fast start for the year and set up teams for success by driving key behaviors and results in the first half of the year. The key behaviors to drive were identified as:

• Dispensing – Driving event activity in their customer engagement/competition platform – both participation in these events and dollar growth for those clinics participating.
• Occupancy – Ensuring targeted accounts meet occupancy minimums of a pre-determined dollar amount in invoicing during this timeframe.

Key results were identified as product portfolio growth

• 60% based on total dollar growth
• 40% based on percent dollar growth

Recognition without borders

This organization worked with BIW to create a 5-month SPIFF designed to raise awareness, drive focus and gain results. The overall solution included:

• An engaging full-blown communications campaign. Elements included: 
  • Launch PPT that DMs shared with their teams during a meeting. 
  • Launch email sent to everyone with rules pdf and animation.
  • Monthly promotional emails reminding participants of all the awards available.
  • Weekly personalized progress emails showcasing individual results from each part of the program.
• An educational quiz on their Rewards Platform that encouraged understanding of the SPIFF and its components.  Participants earned reward points for completing the quiz.
• A gamification component that rewarded game arcade plays and award points for dispensing activity on a monthly basis and also awarded two On-The-Fly Cards for hitting a pre-determined dispensing target by the end of the program.
• A goal-setting rules component called GoalQuest designed to increase new-clinic Occupancy numbers.
• A top performer Warehouse Windfall event that recognized overall portfolio growth during the time period.

Participants were awarded with reward points and On-The-Fly cards based on their individual achievements within the program.  In addition, at the end of the program, all participants were stack ranked based on their role. Top performers for product portfolio growth were then awarded the opportunity to run through the BIW warehouse in Minneapolis and grab as much merchandise as possible within a 60-second timeframe. Some participants also earned additional run-time based on hitting special product “kicker” goals.

When momentum compounds

• 85% of the participants completed engagement quiz
• Over 5,000 clinics participated in the customer engagement/competition platform supporting the dispensing goal
• 86% of Territories grew their product portfolio
• 14% national growth for product portfolio