Procter & Gamble: The Challenge

Procter & Gamble pinpointed 40 key resellers within their Wholesaler Distributor customer base to target with a sales incentive campaign to increase sales of bulk cases across a wide range of products. The incentive was an all expenses paid weekend in Madrid for the sales teams showing the largest % increase in like for like sales for the period March and April 2010.
The Color Company were tasked with creating and executing the Marketing Communications required for the promotion in one week!

The Solution

The targeted nature of the campaign meant it was ideally suited to Variable Data Printing and all the benefits derived from a one to one approach to marketing. Drawing on our experience in this field we suggested ‘Customised Welcome Packs’ to maximise the impact of the promotion together with a weekly teaser campaign to maintain the profile of the campaign within the competing sales teams.
We developed a range of themed concept boards for the client to select a look and feel. These were then worked up into the final version and the different formats required for both on and off line use.

The second phase of the strategy was to maintain and build awareness through the course of the promotion and a series of weekly teasers were devised to draw attention to the attractions of Madrid.

In addition we developed Tracker boards so that each competing sales team could compare their performance with their rivals and Procter & Gamble Head Office could track the performance of their field sales team.