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Case Study


Dealer Sales Incentive

Sony Aplha=Alfa Dealer Sales Incentive

Create an industry leading channel incentive scheme that will provide greater training; through broadening the knowledge of sales staff about Sony Digital Imaging products thus enabling them to confidently communicate the benefits of Sony’s innovation and technology.

FMI designed a campaign identity to communicate both the Sony ‘Alpha’ camera model and ‘Alfa Romeo’ car prize. A dedicated online incentive page was built on the existing trade portal, managed by FMI, to communicate full campaign details, plus a retail roadshow was launched with promo staff visiting stores to drive engagement. Excitement was driven with a full homepage creative takeover for the duration of the campaign promoting over £8,000 worth of weekly Sony product prizes. Users earned points for sales gaining tickets into weekly and final prize draws, with a qualifier of compulsory training modules that had to be completed in the 13 weeks.

Through the success of the programme Sony saw an uplift in digital imaging sales as a direct result of Alpha=Alfa. This was the second successful year of the Alpha=Alfa scheme having delivered the campaign four times and given away four fantastic Alfa Mito cars.

FMI won Silver Award for Alpha=Alfa as Best Sales Incentive Programme at the IPM Awards.

“Alpha=Alfa continues to demonstrate itself as one the most successful and rewarding sales incentives programmes we have run in the UK to date, as proven by the success of both phases of the scheme. It is important for us to recognise and reward the hard work put in by our retailers. This crucial scheme helps broaden staff knowledge in a fun and engaging way, enabling them to confidently communicate the benefits of our innovation and technology.

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