Today's Idea for
the Consumer Goods Industry
|
| Type
of Promotion: |
Motivate
Salesforce |
| Product(s)
Used: |
Letter
Openers |
| Method(s)
Applied: |
Direct
Mail |
The objective was to motivate salespeople to
increase unit sales. Serial distribution was
employed to convey to 700 salespeople reminders of
the benefits of making unit sales of the
advertiser's industrial light bulbs. Each week a
specialty attached to a flier was mailed to every
salesperson's home. When the target audience
received a magnifying glass-letter opener, copy
suggested "Open your income opportunities,
magnify your unit sales." All ten mailings were
rubberstamped with the theme slogan, "Sell more
units. Make more money. It all adds up."
Persons making the most unit sales by the end of the
promotion won government savings bonds. As a result,
sales of selected unit items were said to have
increased 100 percent. |
|
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