Class:
Internal Promotion/Budget
Objective:
To increase volume sales of Nestle
brand products through retail displays in grocery stores.
Strategy and Execution:
The "In-Store
Score" campaign was targeted to 500 salespeople, including
management, to increase visibility of the advertiser's beverage
products on grocery shelves and earn points for merchandise or
travel. To keep salespeople motivated during the yearlong promotion,
sports-related specialties were used. In five mailings, sales
personnel were reminded to SCORE, such as with the kickoff mailing
and its "Tee Time" theme. Golf tees were imprinted "Nes-tee," and
regulation golf balls and towels carried the Nestle signature.
Actual putting greens and flags were included as materials on rules,
point values and prizes for the In-Store Score campaign. The
Checkers-themed package used the slogan "Make Your Move," and
included a board imprinted on a beach towel. The dart mailing used
"Hit Your Target," and the football package urged "Make Your Goal."
The final mailing highlighted basketball with the "In-Store Score"
logo on an over -the-door hoop and inflated
mini-basketball.
Results:
The company
goal was a 10 percent increase in sales, and the program generated
more than a 200 percent increase, it was
reported.
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