Strategy and Execution: Complacency was
commonplace among distributors of this company's fluid connectors,
and the human touch needed to be rejuvenated. The 350
distributor-owners were mailed a statue of a peddler, cast in
crushed Gypsum slurry with a hand-painted finish, and a card citing
the peddler as a historical figure "who travelled from town to town
carrying useful goods for sale to people who needed and appreciated
his services." Recipients were reminded that "we must all rekindle
that 'back to basics' spirit of individual commitment and hard work,
if we are to achieve our goals for the future."
Results: It was reported
that there was an overall 20% increase in product
sales.
BRONZE WINNER