Case Study: BigPond Sales Incentives

Challenge

Protect market share and drive sustainable sales growth in an expanding and increasingly competitive national broadband market.

Solution

An online incentive program was designed and implemented to build brand affinity with BigPond’s third party sales channel and keep BigPond visible on the front line of selling.

Accumulate delivered program elements including a sales road show to launch the program, branded promotional (posters, lanyards) items, educational material and activities (program brochure, ‘BigQuiz’ product e-learning module), program and product communications (online noticeboard, points tallies, sales registration, etc) and a tailored rewards catalogue featuring BigPond products.

Results

Over a two year period, the BigPoints program delivered BigPond the following results:

• BigPond earned the highest customer acquisition rate by 4:1 
• Achieved 48% market share 
• Program participants outsold non-participants 3:1 in terms of units and 4:1 in terms of value
• 90% of all reward redemptions were for BigPond’s own Internet products

"…for every dollar we have spent on the program we received $2 in incremental sales.

Accumulate provided expertise in designing the best approach to a motivational strategy based on proven and tested methodologies, benchmarking and insight."

Gavin Gomes, Director Retail Marketing, Consumer Marketing & Retail Channels