Hearts on Fire - Increase Sales / Employee Incentive
|
Situation: Hearts on Fire, the world’s most perfectly cut diamond, wanted to boost their fourth-quarter sales. However, their products are never discounted to consumers. So, how could Hearts on Fire increase their premium jewelry sales without having their patrons pay the premium for traditional advertising?
Solution: Hearts on Fire recognized that they could meet their objective of increasing sales by making it their employees’ objective as well. They implemented a Scratch and Win employee incentive program and gave employees a game card for each sale made at specific trunk show events. The program ran on a points system, where accumulated points could be traded for Hearts on Fire merchandise, and each card was worth from 2,000 to 200,000 points with their top prize requiring 500,000 points.
Number of Cards: 10,000 – CR80
Prizes:
- Points redeemable for free Hearts on Fire merchandise for employees only
Results: “The program definitely drove sales! Our employees felt it really gave them incentive to perform better and we could see the sales impact in our results.”
Perazelli’s Italian Ristorante - Direct Mail / Increase Traffic
|
Perazelli’s Italian Ristorant - Direct Mail / Increase Traffic
Situation: Perazelli’s Italian Ristorante was looking for a way to start the New Year with a great first quarter by increasing traffic to its two locations. They had tried using the “envelope method” in which coupons were printed in-house, inserted in envelopes and handed to customers in the restaurant. It turned out to be far more work than the results merited. They wanted the same effect in an alternative that was less work, more results.
Solution: Perazelli’s Italian Ristorante accomplished delivering the same style of prizes as their previous "envelope method", but added interaction and a professional appearance by using a Scratch and Win promotion. They distributed half their cards to new prospects by direct mail and handed-out the other half to customers entering their restaurants. Recipients were instructed to hold their cards until the month of January, when they could bring their card to one of Perazelli’s locations and scratch to see what they had won.
Number of Cards: 750 – 4”x6”
Prizes:
- 10% and 20% discount
- $25 and $100 gift cards
- Free appetizer or dessert with purchase
- Free meal with purchase
Results: Perazelli’s Italian Ristorante received a 35% redemption rate! "The cards really helped us step up our marketing efforts. The promotion was so easy to complete and made us look much more professional than what we had done in the past."
