It's not uncommon for a major incentive program to result in poor
participation, lackluster sales
and a small group of lonely winners, when the expectations were set much
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Anheuser-Busch had gotten into the mode of rewarding their route drivers for
the drivers began to take the programs for granted.
Slowly, more and more drivers saw these promotions as a waste of time,
since they all knew who would win anyway! (sound familiar)
We had to come up with a concept that would hold their interest during a day
on the truck. We had to hold that interest for a three month period.
We restructured the rules and qualifiers of their incentive along with
introducing a theme that
was very conducive to the audience of hard working, hard driving route
The contest was called Showdown and it rewarded a set number of points
for making a poker hand out of cards that were distributed for the sales
of beer. The more beer that moved off the truck, the more cards a player
Our first program had almost 2,000 winners compared to last year's 15.
Our promotion caused a "blip" in sales (a fraction of a percentage point can
be very exciting for a brewery)
and the participants had a lot of fun in the program.
Designing a custom incentive program is one of the strong suits of American
Marketing. Let us show you
how to motivate the productive members of your organization to peak
performance. Call us, 1-773-767-1844,the first meeting is FREE!