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Home Case Studies Driving subscription sales ten-fold

Driving subscription sales ten-fold

This entertainment client had been struggling to drive point-of-sale subscriptions from their channel partner sales reps for the past few years.

Impact

By remaining a neutral party between two clients, the entertainment client and telecom client both saw an increase in sales by all agent groups.

Industry

Communications, media, and entertainment

Problem space

Sales team motivation

Channel engagement

Services

Communications

Contests and incentives

Rewards marketplace

Technology

DayMaker

Focus

This entertainment client had been struggling to drive point-of-sale subscriptions from their channel partner sales reps for the past few years. Their telecom partners would not share sales performance by their agents, so when running incentives, they could not measure whether or not their focused incentive efforts were really driving incremental subscription sales. Most incentives were a standard “do this, get that” format that focused on the easy-to-sell, margin movie package. Ideally, the client wanted the agents to really focus on their branded stand-alone a la carte package that was of much higher value and margin.

Engage

We proposed a neutral role as we were a strategic partner in the rewards and recognition space with our client’s telecom partner. The telecom trusted us with their data, rewards and recognition strategy and solutions. We leveraged this relationship to develop an incentive that could help to drive incremental growth.

We reviewed the previous data performance and created an incentive that incorporated stretch-based step-it-up goals for sales that earned game plays and award points, stack rankings contests to drive competition within the various agent channels, and on-the-spot cards to award to agents that registered for their edu-marketing platform during on-site visits. We designed all of the creative communications to help spread the word and drive excitement. We then implemented the incentive on the telecom partner’s rewards and recognition platform and loaded progress updates twice a week to ensure agents knew how they were tracking towards their goals.

Reward

  • 10x increase in average subscription sales by sales reps
  • 1,422% increase in high-margin subscription packages
  • 1,000+% increase in agent registration in the edu-marketing platform
  • An increase in sales by all agent groups, no matter the channel, location or focus

Thought Leadership

Learn from the best. BIW thought leaders bring you a deeper look at the business of inspiration.

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