Lead Generation Motivation October 12, 2007 A case study from Capital Incentives and Motivation
By Anne Marie Lee
Situation: AirPlus International Ltd, a travel solutions company for all areas of the business travel process, wanted to develop an easy to manage incentive program for travel agents in the UK that would increase brand awareness for AirPlus.
Solution: AirPlus International selected Capital Incentives & Motivation to provide a web-based incentive campaign that would reward travel agents for lead generation.
To achieve this, scratch cards featuring a bespoke design referencing the existing AirPlus Corporate Card were selected. Fun and simple to use, the interaction required made them an exciting and innovative way to reward.
The scratch cards incorporated varied award offerings of up to £150 Capital Bonds in order to maintain momentum among the participants. They also enabled tactical incentives to be included to meet specific business needs.
A dedicated website, accessible via the AirPlus corporate site and consistent with the AirPlus corporate image, was developed to manage the lead generation campaign and provide a convenient, paperless mechanism for agent self-registration and client management of the campaign.
To launch the scheme, and at the same time build brand awareness, a themed, branded A5 (international paper size) brochure was issued giving details of the scheme and its benefits, awards and rules.
Agents were able to register their own name, agency and email details and use the unique log-in and password allocated to them to register new or converted leads. The system then notified the relevant AirPlus account manager via email, so he or she could then approve or decline the lead. A scratch card was issued to the agent responsible for any approved leads and at any time agents could log-in to check the status of their leads or rewards.
AirPlus chose Capital Bond vouchers to fulfill individual reward needs as they provided an award with a monetary value that is distinct from pay and other benefits.
In addition, Capital Incentives provided comprehensive management, administration and creative consultancy, which was essential to support the limited internal resources of AirPlus.
Results: The UK programme was so successful that AirPus decided to roll it out overseas in Spain, Portugal and Italy. Capital Incentives was easily able to meet this requirement as, since being acquired by the Accor group in 2004 and becoming part of Accentiv', Accor's worldwide Relationship Marketing business, the company has the ability to operate international incentive, motivation and customer loyalty campaigns incorporating gift vouchers, merchandise and travel.
The lead generation scheme has delivered powerful results and generated substantial business of over £14 million in only eight months, representing a 2900 percent return on budget.
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