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STORY:

E LECTRICA L

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HMI: POWERING UP SALES

I N C E N T I V E S

S PA R K

C R E AT I V E

S O L U T I O N S

HMI knows how challenging it can be to keep pace with business competitors. Even more difficult is the task of creating separation in
the form of market share and brand distinction. But by implementing a tailor-made incentive strategy, one mid-sized electrical distributor
discovered a creative way to stand out amongst its competition. This case study profiles the multi-tiered incentive travel solution that
HMI designed as a way for its client to effectively address issues of customer mind and market share.
C L I E N T:

A mid-sized electrical distributor

C H A L L E N G E : T o k e e p p a c e w i t h , a n d d i s t i n g u i s h t h e m s e l v e s

from the competition while improving market share in their

multi-state market
A multi-tiered incentive group travel program,
offering multiple cruise vacations and a grand prize trip to
London for top achievers
SOLUTION:

R E S U LT S : A r o b u s t s a l e s l i f t a m o n g p a r t i c i p a n t s a n d e n h a n c e d

relationships with owners, project managers, and estimators

THE CHALLENGE
A mid-sized electrical distributor with a multi-state market was looking for an incentive
marketing program that would help them keep pace with (and distinguish them from) the
competition while providing their company with an umbrella marketing strategy.

THE SOLUTION
Enter HMI with a solution that incorporated a variety of marketing initiatives, the linchpin
being an annual group travel event. In its first year, the trip award improved participant sales
by nearly 30%; more than 300 customers enrolled in the program, and 140 were rewarded
with a cruise. But this was just the beginning.
In subsequent years, the clients performance incentive initiative shifted focus. The new
strategy was designed to capture market share in a more concentrated time period, while
supporting the opening of a new branch where prospective customers could pre-enroll in
the program.
Entitled Royal Treatment, the program was a nine-month, two-tiered initiative. It rewarded
top-performing customers with a trip to London, and the next tier of customers with up to
six trips on a four day/three night cruise. Once the first trip was earned, customers had the
option to buy in for partial or additional trips.

www.hmiaward.com l 800.343.4034

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STORY:

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In addition, the program targeted the clients sales force and rewarded them for:
Registering customers
Ensuring that customers met their projected quarterly performance
Maximizing the customers trip earnings
The program got off to a fast start with a comprehensive customer awareness campaign
involving direct mailings, fax broadcasts, in-person sales calls and a rotating message on
hold. Marketing communication and premiums were mailed to the participants homes to
keep awareness and involvement high. Additionally, sales-tracking and hardcopy statements
provided monthly progress reminders.

THE RESULTS
The program proved effective in a number of ways. Sales increased more than 22% from
the participant pool alone. Thirty-six percent of the clients customer base enrolled in the
program, which sent 30 participants to London and more than 300 on the cruise. Some top
performers opted to give all six trips to their employees, helping to broaden relationships with
owners, project managers, and estimators. Pleased with the programs success, the client
turned its pilot initiative into an ongoing effort, and continues to partner with HMI on creative
ways to market and grow their company.

Sales increased more

than 22% from the
participant pool alone.
Pleased with the
programs success,
the client turned its

THE TESTIMONIAL
HMIs group travel program has really helped us drive growth. Additionally, HMI has
supported us with quality communications, creative materials and flawless travel planning
and execution. They make running a program very easy for us.

- Client Feedback

pilot initiative into an

ongoing effort, and
continues to partner
with HMI on creative
ways to market and
grow their company.

ABOUT HMI PERFORMANCE INCENTIVES

With over 30 years of experience, HMI Performance Incentives (HMI, Inc.) is a leading
full-service performance improvement company focusing on channel loyalty initiatives,
sales/customer incentives, employee engagement programs, and group travel. HMIs
tailored strategies help numerous Fortune 1000 companies increase company sales,
improve market share, enhance loyalty, and generate profits. Based outside Boston,
MA, HMI continues to expand its global presence, offering client services in over 80
countries worldwide.

www.hmiaward.com l 800.343.4034
2013 HMI, Inc. All Rights Reserved.

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