Business/Industry:
Manufacturing/Automotive
Target Audience:
Distributors
The objective was to promote a travel incentive
contest designed to increase distributor sales of new
and reconditioned engine parts. The contest was
introduced by mailing to 250 distributor salespeople,
an airline boarding pass to the incentive-trip site,
Hawaii. This was followed by a cassette tape
imprinted, "Play me now," that outlined the goals of
the "Goalbusters Getaway" contest. Each month
salespeople received a specialty as a reminder of the
contest. These included a paperback copy of James
Michener's, "Hawaii", (dust jacket copy: "...Remember
that you can enjoy the real Hawaii in '89 by busting
your parts sales goal"); golf balls ("Use these balls
to play Wailea's beautiful and challenging golf
course"); sun visor; tennis balls; and beach towels.
There were also suitable food gifts such as pineapples
and chocolate covered macadamia nuts. The contest
produced 145 winners, and Cummins' marketing director
reported that total sales of $272.4 million exceeded
the goal by $16.8 million.
(B) PPAI Bronze Pyramid Award Winner
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