Hearing Alicia Keys Belt Out a Tune Live, in
concert, has got to be a highlight. Sitting 50 feet
away from her as she belts one out for the
glitterati of the music world at the Grammy Awards
in Los Angeles has to be a once in a lifetime
experience.And it was—for 30 of the top sales
reps from a leading biotech company and their
spouses. This extraordinary trip was the culmination
of a nine-month sales incentive program that kicked
off with a product launch. Not only did this select
group receive tickets to the awards show, but their
airfare and accommodations at the Regent Beverly
Wilshire were included, as well as a spa treatment
and makeup session so everyone could look refreshed
for the big night.
Talk about rolling out the red carpet. You might
think this would be a tough act to follow, but there
are many companies out there that are putting
together equally impressive offerings—whether it's
to race a 600-horsepower race car at 180 mph or
shoot rockets off the USS Hornet in the San
Francisco Bay—because the incentive industry has
required it.
Product Launch
Rick Dunaj, vice president of global sales for RPMC,
and organizer of the Grammy event extraordinaire,
began the event with a top-secret product launch. In
addition, the program had two components: sales
volume and market share. "Because this company
wanted to take market share away from a competitor,
the top twenty percent sales reps with the highest
market share in six months won the top-tier award.
We also had awards for anyone who achieved a stretch
goal, anything above six percent, say, won a Tier 2
award, which was slightly less than a Tier 1," Dunaj
says.
RPMC also managed the online communications,
marketing and merchandising of the program. With a
private password, participants could log on to the
RPMC site to discover program details, from contest
rules to the vast array of awards. Winners could
forgo the Grammys in favor of the SuperBowl or ski
or spa travel packages.
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