2011 Award Recipient

“La Ruta de las Ventas”  / “Sales Adventure Trail”

Employee Incentive Program

Client: Rodrigo Izquierdo, Sales Manager
Europcar – Tattersall Rent a Car, Chile

Incentive Professional: Sebastian Hevia
Megaclub

Despite the impact of an earthquake and the uncertainty of launching their new brand, Europcar Tattersall Rent a Car drove sales with an innovative employee incentive program that compared the challenge of meeting sales goals to the challenges of successfully scaling a mountain peak, shooting the rapids, and facing the dangers of the jungle.

Program Objectives:

•    Reach the company’s 2010 sales target.

•    Minimize negative impact of the company’s brand transition.

•    Improve the sales force working environment.

“The Sales Adventure Trail” targeted a primarily young, male work force located in Santiago and regional offices across Chile. Three separate campaigns, all utilizing the “Sales Adventure” theme, were developed: La Ruta de los Rápidos; La Ruta de la Jungla; and La Ruta de la Cumbre.  Though originally scheduled to begin in March, a February 27 earthquake delayed the launch until April.  After assessing the quake’s impact, the program launched in April.  The first campaign ran April through May; results were analyzed and the second campaign ran July through September, a final push followed in October through December.

Participants represented three different hierarchy groups: office assistants (chauffeurs, cleaning and washing crew, etc.), sales executives, and sales office managers.  On a monthly basis, each sales office had three sales targets to reach. Each goal had three award options for each group.  If the sales office reached its goals, everybody won points redeemable for all non-cash awards. The program was designed so if an individual won an award each month, at the end of the year, their awards’ cost equaled approximately one month’s salary. Participants also won awards in flash contests held to increase engagement with the campaign.  Participants and their families were invited to enter theme related photography, poetry, and drawing competitions, contests to determine the best slogan for the customer service recognition sub-campaign, and a “Bingo” contest related to customer service.  When the sales offices accomplished their monthly goals, participants also won coupons for an all-expenses paid trip to Brazil to be drawn at the end of the annual program.

Participants received ongoing communications about the campaigns including information on rental car company best practices and the value of the Europcar brand.  Award winners were acknowledged during celebrations held in their respective offices and their accomplishments were noted in the company’s monthly news bulletin. Regional offices received “celebration” kits with guidelines for the celebrations, diplomas, party favors, etc.

Program Results

•    One hundred per cent of eligible participants participated in the program.

•    During the first four months of the campaign, sales indexed 124 vs. objective. After these results, the company decided to increase goals for the 2nd period.   During the following 4 months, sales indexed (109) vs. objective, resulting in a combined annual result of (115) vs. objective.

•    The Europcar’s upper management expected sales would decrease when they transitioned to a new rental car brand. The “Sales Adventure Trail” campaign helped position the Europcar – Tattersall as a leading market competitor and eased the impact of transitioning from a well-known company in the rental car field to the new brand.

•    At the end of the program, a poll was conducted among the participants, With a 60% response rate, the results were impressive:
- Ninety-four percent evaluated the campaign as “good” or “excellent.”
- Ninety-two percent agreed the campaign had a positive impact on the work environment.
- Eighty-six percent agreed the communications were sufficient to motivate the accomplishment of goals.
- Eighty-nine percent evaluated the communications as “good” or “excellent”.
- Eighty percent agreed the goals set for each campaign were challenging, but reachable.

The Incentive Marketing Association leads incentive professionals and the corporate community as the premier educator and authority
in the incentive marketplace. By promoting the utilization of performance management and measurement tools, results-oriented solutions, the exchange of information and ideas, and high standards of professionalism, IMA advances the effective use of incentives and recognition in  employee and customer programs to improve business.

1601 North Bond Street • Suite 303 • Naperville, IL 60563
Phone: 630.369.7780
www.incentivemarketing.org

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