BigPond earns BigPoints

The US based Incentive Marketing Association’s global award recognises incentive program best practice.

In a strong international field, the “BigPoints” program has proven a great example of how incentive programs are effectively used to drive business results.

The Business Issue:
Australia’s broadband market was growing rapidly and increased price pressure from competitors meant BigPond needed to gain mindshare & brand advocacy from their third party sales channel of predominately male, tech savvy young people.

Sales and Channel Objectives:

• Create a unique platform to cost effectively drive sustainable sales growth
• Increase product sales by 20%
• Increase market share by 4%
• Improve product understanding across the sales channel

The Award Winning Solution:
The “BigPoints” sales incentive program was developed online to build brand affinity and keep BigPond visible on the front line of selling.

The program was launched with a sales road show. Giant “BigPoints” branded posters were distributed to all stores and call centres, and prospective participants received program brochures and lanyards inviting them to join the program, along with outlining what the program was about, and how to benefit from the program

A “BigPoints” program website was the central vehicle to maintain program visibility and participation. It was used to communicate key, motivating messages to participants, and notify new opportunities to earn points via sales sprints. In addition the website was an efficient and effective tool that enabled participants to ‘register’ their BigPond sales, enabling them to earn BigPoints daily. It also served as a user-friendly and appealing redemption portal to choose from a broad range of traditional merchandise, travel, experience vouchers and gift cards. Appealing to their largely GenY sales channel, BigPond also offered their own internet related products as rewards, which assisted in better equipping and motivating them, creating true product and brand advocacy.

To further increase channel product knowledge and enhance selling efforts, participants also earned points when they engaged in interactive training sessions called “BigQuiz”. 

The Results:

• BigPond earned the highest customer acquisition rate by 4:1
• Achieved 48% market share across Internet providers
• Program participants who earned rewards outsold other sales staff 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, demonstrating trust in the brand and greater ROI of the program

"People who participate in the BigPoints program outperform their colleagues who are not involved by a factor of three to one. We recouped our entire investment on development and infrastructure…

This year, 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