Vodafone ran a store incentive program with Blackberry to promote new subscriptions to Vodafone business tariffs and sales of Blackberry products over one month. Stores were organized into 18 regional leagues and competed based on percentage achievement of targets. Weekly performance updates showing percentage targets achieved were sent to stores and regional managers. Both Vodafone and Blackberry were pleased with the results in terms of increased Blackberry awareness, units sold, and new Vodafone business subscriptions.

1. Case Study - Channel Performance
Vodafone
Store incentive with Blackberry
Background Narrative
The client had identified a marketing oppportunity Incentives of this type and duration need to be
to promote the Vodafone Business Tariffs and the free of gratuitous adminsitration that can hamper
BlackBerry product through its network of stores the flow of information and make unwelcome
for a period of one month. (BlackBerry brings additions to individual workloads. We designed a
email, mobile phone, SMS, organiser, contacts system that simply required Vodafone to supply a
and web browser together into an all-in-one weekly Excel file of cumulative, actual sales of
mobile solution.) Business Tariffs and Blackberry product. We used
this information to calculate and publish each
participating store’s achievement to date.
They needed a focused incentive that would
support these business goals without adding
clutter to the information-rich sales environment. We produced e-mail weekly performance updates
for all stores, showing their percentage
achievement versus target and a simple tick for
Objectives
achievement of Blackberry target.
To achieve targeted new subscriptions to the
Vodafone Business Tariff and targeted sales of
These were consolidated into 18 Regional
BlackBerry products during the defined one-
reports, which we forwarded to Vodafone for
month period.
Regional Managers to add their comments in a
designated text box before depatch to their stores.
Key Points
§ Teaser postcard to provide advance warning
Success
§ In-store poster for visibility and motivation
Both Vodafone and Blackberry were pleased with
§ Stores competing in 18 Regional leagues
the results of the incentive – in terms of both
§ Business and Blackberry Training support Blackberry awareness and units sold as well as
was given to all stores Vodafone Buisness Tarriffs.
§ Top 5 in each Regional league based on
percentage over Business Tariff campaign
target each won £150 to share amongst the
team
§ Each Region had £750 to share amongst a
maximum of 5 stores. These were the stores
with the highest percentage over Business
Tariff campaign target who also achieved
their BlackBerry campaign target
§ The rewards were made in the form of the
Grass Roots bonusbond gift vouchers,
redeemable for goods and services from more
than 25,000 retail outlets and service
providers
§ Individuals in winning Vodafone stores could
choose how to spend their entitlements.
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www.grassroots.uk.com