We are delighted to report that despite uncertain economic times, the B2B sales promotions we set-up and managed on behalf of our client BlueScope Distribution which concluded earlier this year, were more successful and performed better in terms of all key measurables, than those run previously!
Attaining customer engagement is one of the critical success factors in these B2B sales promotions. In our experience, an essential step in achieving this is by having customers 'register' to participate, encouraging them to do so by offering an innovative registration prize - who wouldn't want a Mini, just for registering? - and making the process as simple and time friendly as possible.
Looking at the performance of the latest BlueScope Distribution promotions in more detail, we achieved a greater percentage of invited customers registered to participate, with a significant 22% of these customers reaching one of their targets and receiving a prize. Even more pleasingly, over 60% of those customers who achieved a target, reached or exceeded their top target which was a calculated percentage sales increase up to 50% over the same period last year! - and they collected themselves an Apple iPad!
While some companies are showing caution and cutting their marketing spending or delaying projects, BlueScope Distribution have seen the value in conducting these short term targeted sales promotions which in turn, provide their sales team with an additional sales tool, creating differentiation and setting BlueScope apart from their competitors.
On our part, we have endeavoured to streamline the registration process and ongoing customer engagement efforts via a heavy reliance on digital communications, while keeping the behind-the-scenes management of these promotions as cost effective as possible.