This multi-year, Dealer Sales Incentive Program was designed to capture the mind share of the Retail Sales Associate and Sales Manager at the traditional Consumer Electronics Store Dealer level. Samsung is a well known $65 billion company, but not the #1 brand in the highly competitive electronics industry. The market leader was Sony, and the strategy was to let Sony spend their significantly larger advertising budgets creating demand and driving consumers into stores requesting the Sony brand. We then built a franchise with the sales reps on the floor and got them to switch customers to Samsung products.

An exciting merchandise and travel reward offering was created based on phone interviews with several of the dealer sales reps. On a monthly basis, Performance Statements were sent to each sales rep indicating attainment and providing custom messages. A national ranking report was also circulated monthly across all dealers. An overlay promotion was created for the top performers where the #1 sales rep in each of the three regions won a Suzuki Sidekick.

During the campaign period, enrollment increased by 107% with an astounding 18% gain in year to year sales, while the industry remained relatively flat.