RIM BlackBerry Mania |
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Background
RIM realized that retail channel sellers had little knowledge of its products, and that this affected sales. A training program would be needed, but the challenge was how to implement it efficiently and guarantee participation of sellers. Target: approximately 2,000 sellers and managers of TIM stores + Blackberry Promoters
Accentiv' Mimetica
Contact : Sergio Marcondes CesarRua Jesuino, 49 - Vila Olimpia
CEP 04544-050 São Paulo
+55 (11) 3053-2222
smarcondes@accmm.com.br
http://www.accmm.com.br
Objectives
Train and test retail seller product knowledge
Become the top recommended brand among sellers
Increase sales
Action plan
100% mobile and internet based incentive campaign offering training and rewarding product knowledge.
- Duration: 6 months.
- Point accumulation mechanism:
* Regular SMS quizzes.
* Events and in-store campaigns: mystery shopper tests, participation in training events
* Hotsite: number of accesses to the site to "study" and prepare for SMS Quizzes.
- Campaign was supported by CRMachine platform, integrating on-line database, hotsite, e-mail marketing/SMS communication and an on-line reward catalog.
Results
72% of the target audience participated actively in the campaign, resulting in an 11% increase in product sales.
Accor Services becomes Edenred (08/06/10)
The world leader in prepaid service vouchers.
Accor Services USA Releases White Paper on Globalization of Incentive Programs
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