Sales & Channel Loyalty Case Study Expo Purchases Surpass Goal by 48% Audience 5,000 independent retail tool franchisees
Objectives n
I mprove attendance compared to the manufacturer’s annual conference.
n
Increase product sales.
Strategies & Tactics Strategy: Attract more attendees by combining sales, training, appreciation and product introduction into a single event. Tactic: The expo was designed to include hands-on demonstrations and information about new tools. Attendees were also treated to a celebration concert by well-known entertainment. A robust pre-event communication effort highlighted event objectives, hotel information and activities planned for the week. Strategy: Encourage franchisees to purchase targeted products while at the event. Tactic: Franchise dealers earned award points by surpassing a purchase threshold set by the client. Purchases were tracked at the expo using code readers, and were based on total sales retro to dollar one. Ongoing and on-site communication included posters, point conversion cards, buttons, stickers, a program flier and an interactive kiosk where they could see their current point totals any time during the expo. ITA Group set up a booth at the show to explain the program, demonstrate the online catalog and let participants see and get their hands on some of the great items they could purchase with their points after the expo.
“ With ITA Group, we partner with a quality organization who is there for you in hard times.” - Client’s National Team Group Manager
Results n n
On-site product purchases surpassed the established goal by 48% Attendance over the previous year increased 14%
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About ITA Group We create and manage events, incentives and recognition programs that align and motivate your people. ITA Group has operations in Atlanta, Boca Raton, Chicago, Dallas, Des Moines, Detroit, Indianapolis, Los Angeles, Minneapolis, Philadelphia, San Francisco and the greater New York City area.
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