Developing and managing incentive programmes
We developed an incentive scheme to drive the sale of heating controllers to heating engineers and plumbers – with the aim of encouraging them to switch from competitor products.
The scheme targeted a range of Siemens distributors up and down the UK and leveraged the company’s sponsorship of Real Madrid football club to offer a range of prizes including football shirts, mobile phones and trips to Spain to see Real Madrid as a way of incentivising the purchase of the product.
PR and advertising generated awareness of the product benefits while the incentive ran its course, but it was crucial that prospective buyers were also captured at the point of sale. A range of materials were therefore developed and supplied to sales outlets around the country and these included posters, flyers and countertop comparison charts that showed how Siemens products could easily replace a wide range of competitor products.