Class:
Internal Promotion

Type:
More than $10 Per Recipient

Objective:
To generate sales of 100% of quota over a seven-month period.

Strategy and Execution:
For "Monte Carlo 93... Finish First in Sales," the advertiser used promotional products and poems as incentives for the software firm's 1000 sales people. Included were racing car cups, dice note cubes, roulette wheel buttons and playing cards. The poem with the racing car cup concluded, "Everyone wants to be a winner in the casino and the story." Qualifiers received "Thanks a million" envelopes with spending money enclosed, a racing collar golf shirt and a tote bag upon arrival in Monaco to start their prize trip off right.

Results:
Thirty-five percent of the sales force surpassed their quota, the company said.