The Client
Shaping the flooring world for more than 100 years, our client stands alone as one of the largest producers and distributors of resilient flooring worldwide.
Situation
A need to spur sales in the fourth quarter - an otherwise dormant and inventory-heavy period for the client.
Goal
To entice dealers to increase their sales output by setting goal-oriented sales criteria, measured in total sales per metre square.
The client, in conjunction with SPORTALITY, presented a sales incentive and dealership program based around The Masters golf tournament.
Rather than simply discounting (thus devaluing) the product, the criteria involved ordering X amount of Y product at the original sale price, within the 4th quarter, thus moving inventory and driving sales in a typically slow period.
Prior to launching the program, SPORTALITY developed hospitality programs to 10 major sporting events worldwide for this endeavour.
Upon meeting the sales criteria, both dealer and seller were rewarded with a trip to The Masters golf tournament in Augusta, Georgia, including all food, beverage and 3 rounds of golf.
The Elm Ridge, a privately renowned golf course, acted as the VIP hospitality hub and meeting place for the weekend.
Private shuttles to and from the tournament were organized throughout the day - giving guests the opportunity to use their time as they pleased, an important element of the program.
Result
A successful count of 110 persons, sales and dealers, qualified for the weekend golf trip, managed and operated by SPORTALITY. The client achieved their sales goal - both selling off old inventory and energizing an otherwise low selling period.
