Good Technology asked Agency Inc to develop and launch a new sales incentive for their Channel sales teams across Europe, targeting young, dynamic, and mostly male sales and technical support individuals. The prize for the most successful sales partners would be an all expenses holiday. We were tasked with devising and executing a 12-month campaign to engage the audience, and to provide a vehicle for ongoing sales support prompts and communications.
Our audience are highly targeted with lavish sales incentive prizes, hyped up by competitors in a bid to out-shout each other.
We decided to launch ‘The Holiday of a 4 Quarter Sales Cycle’ campaign to poke fun at the over-inflated ‘holiday of a lifetime’ offers that surrounded our busy targets. Once disarmed by the unique approach, our audience were invited to choose the holiday destination themselves, another tactic to differentiate the campaign and prompt discussions amongst sales colleagues.
Our plan had multiple stages and touchpoint involving email & direct mail. Our comms and copy approach was pitched perfectly at the target audience, carrying through to the no nonsense tone of voice.
Stage 1: We delivered a personalised email, in native language, to introduce the campaign, supported by a landing page where channel partners were invited to choose from 3 possible destinations.
Stage 2: Immediately following the mail we sent a direct mail piece with instructions to turn an A4 letter into a paper airplane, with three possible landing destinations represented by paper discs. Once constructed, the plane could be flown at the discs top help the recipients make the choice!
Stage 3: Real-time emails – the incentive also provided us with the opportunity to use the templates and comms framework to deliver news stories and new product information at short notice, which could then be linked to topical events. The first of these coincided with the launch of the new James Bond movie.
Participation rates, email open rates, and click-through stats to the partner site have beaten all the KPIs set at the start of the campaign.