Case Studies
3. PHILLIPS
4. KALEIDOSCOPE MARKETING AGENCY
6. BREVILLE CASHBACK CAMPAIGN
1. BOEHRINGER-INGELHEIM INCREASES POINT OF SALES AWARENESS
Client:
Boehringer-Ingelheim
Brief:
The client wanted a cash back promotion to boost sales of one of its pharmaceutical product lines. To ensure a proportional reward, a percentage rebate was decided upon rather than a fixed amount.
Challenges / Implementation:
The rebate was fixed at 20% of the retail price of the product
A recommended retail price range was established as a guideline
Identification of the product line on receipts was not always possible so alternative ‘checks & balances’ had to be built in the system
Claims including a proof of purchase were to be sent to a nominated PO Box; cleared; opened and validated as per the client’s rules
Maintain claimant communications (although minimal) via mail; phone & email
Result:
Due to the client maintaining a rebate funds float, average time from receipt of the claim to despatch of cheque was 8.1 days.
Internal IT capabilities enabled ongoing detailed and timely reports for accurate response status as well as a full audit trail on all transactions.
The transparency throughout the implementation of the promotion enabled informed and timely decisions, ensuring that claimants’ rebate fulfillment was a smooth and positive experiencefor all
2. INNOVATIVE PROMOTION SUPPORTS NRMA AGM
Client:
NRMA
Brief :
The client wanted to run a competition to promote voting in their annual AGM and Election participation. The promotion had 2 stages and therefore had to be run independent of each other.
Challenges / Implementation:
The client’s concern with maintaining the privacy of their members required the use of an entry ID rather than the members’ details. Entry into the various competition draws was then controlled by the third party undertaking the actual election campaign.
Limited live testing was available due to time constraints
Hundreds of thousands of records needed to be handled by the electronic draw facility in the first instance and then in excess of one hundred thousand records then went into a draw that drew a winner from each of a number of categories
There was a concern as to how long the process would take given the large numbers of records involved.
Client liaison in the first instance involved co-ordination between the consulting agency; the electoral company and the client.
Result:
Over half a million records were involved in 9 separate prize draws over 2 competitions.
The Winning Process was able to easily accommodate the import of entrants and random selection of winners within a reasonable timeframe.
Draw reports supplied to both the client and the statutory authorities met all legal and logistical requirements.
The client’s satisfaction was self-evident by their on-going use of the The Winning Process for future AGM/Election promotions.
3. CASH BACK PROMOTION EXCEEDS TARGETS
Client:
PHILIPS
Brief:
Philips (HWI) Irons - a national cashback sales promotion campaign to grow sales and market share while supporting brand positioning. The promotion is structured to apply to selected models with varying value alignments to enhance the Philip Irons product range sales across all retail channels.
Challenges / Implementation:
" Achieve equal or more than significant participation as compared with previously employed "cash" implementation strategy. " Deliver improved promotional integrity in relation to verifiable fulfilment and transactional cost containment. " Enhance brand reputation by providing industry 'best practice' standards in relation to turnaround time cycle.
" Maintain performance levels in respect to claimant CRM.
" Develop and design customised database permitting data gathering and analysis functions.
" Extend the brands culture and philosophy's through our representation of that brand.
Result:
Claims target exceeded by over 30% - numbered in the thousands and involved hundreds of thousands of dollars Industry leading turnaround period -from claim receipt to processing and validation to despatch of cashback of 7 days average -resulting in an average of 15 days turnaround from product purchase to despatch of monies.
Rejected claims communication speed produced over 40% successful submission of re-claims
Database design, setup and operation captured vital claimant data for promotional/sales analysis, allows verification of fulfilment service operations and, objective auditing of promotion
Focal point communication strategies with tripartite stakeholder system - minimised frequency and number of customer queries and issues requiring resolution Product model sales data -matched cashback model redemption profile -validation of promotional integrity and promotional impact on sales -monitored retail channel promotional support Promotional Budget
Separation of setup and transactional costs substantiated budget to actual expenditure results "The benefits of a promotion without the generally associated 'noise' and 'problems' impacting on what we do" - promoter quote.
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Client:
Kaleidocsope Marketing Agency
Brief:
A "Triple" Promotion Project which simultaneously involved cashbacks and prizes, varying product ranges and product categories on a national level. Complete fulfilment service for all three promotional programs which ranged across cashback payment processing and delivery, prize validation and product storage, packing and despatching.
Challenges / Implementation:
National coverage requirement including provision of Customer Service facilities. Co-ordinate claimant entry data with an international third party IT operation. Establish cost effective logistical solutions for a variety of sized, value and weighted prizes deliverable nationally whilst ensuring trackability and security matters were addressed including operational processes and procedures relating to logistical facilities and stock requirements
Accommodation of a promoter determined "Just In Time" policy in relation to various promotional supply aspects viz-a viz fulfilment time lines.
Resourcing assets, trained staff and suppliers for tens of thousands of claimants and prizes covering a diverse range of promoter products valued in the millions of dollars
Audited all claims to ensure compliance with promotional Terms and Conditions as communicated
Result:
Continuous liaison and issue resolution on behalf of the promoter utiising CRM tracking systems dealing with thousands of claimant queries Successful despatch and delivery on thousands of prizes with relatively minimal levels of fulfillment failures and remediation requirements
Communication systems involved regular reporting of promotional progress, stock control, despatch information and, insurance matters
Continuous stakeholder relationship management was a prime requirement to being able to effectively manage a complex promotional operation
Provision of post-promotional de-brief to the employing agency for process and procedural improvements
5. FUTURO CASHBACK CAMPAIGN
Client:
Futuro
Brief:
The client needed a campaign to gain marketshare in a cramped market. Gain distributor engagement as well as market recognition.
Challenges / Implementation:
A cashback program was introduced to the first 1000 validate recipients
Point of sale material was created and supplied to distributors to place in-store
A competition was created for the distributors to win $1000 for the best in-store point of sale display
Claims including a proof of purchase were to be sent to a nominated PO Box; cleared; opened and validated as per the client’s rules
Maintain claimant communications (although minimal) via mail; phone & email
Result:
The response exceed all targets and the number of cashback was doubleds to meet the sales demand
The client won a major marketing award
The program has now been rolled out in New Zealand as well
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6. BREVILLE CASHBACK CAMPAIGN
Client:
Breville
Brief:
This Promotion Project involved six cashbacks, varying product ranges and product categories Australia wide. Complete fulfilment service for all six promotional campaigns that ranged across cashback payment processing and delivery, packing and despatching.
Challenges / Implementation:
A cashback program was to run for the period between 1st April 2015 - 31st May 2015
Promotional campaign was created and produced online via website
Claims including a proof of purchase were to be sent to a nominated PO Box; cleared; opened and validated as per the client’s rules
Maintain claimant communications (although minimal) via mail; phone & email
Result:
Currently running
