Terry Spence, Sales Manager, One4all Rewards, Dublin discusses two very interesting incentives case-studies. The first for Harvey Norman Flexi Bonus Gift Card, and the second for Beck’s Vier beer brand

1. Terry Spence, Sales Manager – Key Accounts
M: 087 6572 593 | T: 01 8708167 | E: tspence@one4all.ie
Rewards & Incentives
to inspire, motivate & engage
‘Effective Incentivisation’

2. Introduction
• Terry Spence
• Sales Manager Ireland & UK
• 11 years in Reward & Recognition
industry
• Effective Incentive Programme insight:
– High Cost Investment, High Return
– Low Cost Investment, High Return

3. One4all Group
Spend in over 27,500 outlets across UK and Ireland...
 Headquartered in Dublin since 2002
 Owned by An Post and management shareholders
 Focused on consumer gifting and corporate incentives markets.
 One4all Rewards is its dedicated Corporate Incentives Division

4. One4all Rewards
The Corporate Incentives and Rewards Business of One4all Group
Focussing on our clients challenges:
 Development of effective incentive and reward programs.
 Matching programs to affordable budgets.
 Bringing end user attraction to rewards through choice and flexibility.
 Providing a secure promotional incentive to long term , high value schemes.
 Providing highly responsive fulfilment and customer care to program participants.

5. • Encourage customers to purchase via the Flexirent
rental finance option (€799)
• Increase electronics sales by 1 Million Euro via ‘Back
to School’ and ‘Big Deals’ promotions
“Based on our calculations, this particular incentive could well
drive in the region of €1 million in extra sales. There is no question
that consumers are increasingly price conscious and in the current
climate the idea of a great product range and flexible payment
option coupled with a bonus incentive is a hugely appealing mix.”
Tim Hannon, General Manager, computers at Harvey Norman.

6. Plan
• 7th August - 1 million ‘Back to School’ catalogues In-Store
• Staggered press coverage:
– 14TH August - Apple Catalogue - 1 Million catalogue drops
• Residential
• 18th/19th - Independent / Star (Weekend)
– 28th August - Sony Catalogue – 1 Million drops
• Residential
• 18th / 19th Independent / Sunday world (Weekend)
– 1st September - Harvey Norman Catalogue - 1.5 Million drops over 2
weeks
• Residential
• In-store

8. External PR

9. TV Campaign

10. Results Focused
• Harvey Norman Staff Incentivised
• 20% increase in sales - Tablets/Computers
• 4 additional schemes

11. Low cost
– Becks Vier
• Create a calculated risk incentive with the perceived value of over
1 million euro in prizes
• Promote the Becks beer brand
• Raise funds for charity
• Drive volume footfall
• Data capture
• Publican buy-in

12. Strategy
• Design an attention grabbing/consumer
engaging game
• Third Party agency involvement
• 2 month campaign
• 22,500 chances to win based on probability
– (€50 prize, every card a winner)
• 500 pubs
• Sales rep sell in

13. A2 Poster Counter Top
A2 Skinny Poster

16. Results
• 10% Increase in sales for that period verses previous year
• Positive feedback from Publicans
• Increased demand
• Customer data captured for future promotions
• Within budget

17. • Don’t run half a campaign
• Be willing to pay out – Set budgets
• Reward regularly and on time
• Don’t restrict the customer
• Embrace Social Media
• Build hype in the run up to your campaign
– Interact with your customers

18. Thank you