Learn how a manufacturer increased revenue by $85 million YOY by building a customer community.

1. CONTRACTOR
&DEALER
INCENTIVE
PROGRAM
CASE STUDIES
United Incentives, Inc.

2. Overview- GAF Behind the Counter
 Create a way to educate manufacturer’s
distributor sales people with an exciting
trivia contest game
 Provide a legally compliant B2B
sweepstakes promotion with distinct
product knowledge and gaming elements
 Gain approval from independent
distributors to allow their sales people to
participate in the promotion
 Multi-sweepstakes promotion Microsite
and Mobile Site with public leaderboard
and threshold prizing
 Distributor salespeople register for the
promotion and earn 5 bids as a registration
bonus
 Each login the distributor salespeople are
tasked three trivia questions and will
receive one bid for each correct answer
 Participants can “spend’ their bids by
allocating them to 12 different
sweepstakes prize pools
 Distributor sales people can view their bid
count and the public leaderboard directly
from the site
 At the close of the game promotion period
winners are randomly selected from each
prize pool
Objectives: Solutions:

7. Results- GAF Behind the Counter
 Provided manufacturer with brand new community
of distributor salespeople who they never promoted
to before
 Length of participation time that the distributor
salespeople spent with the program
 Using the platform to educate and engage
distributor sales people
 Influencing the point of sale with GAF’s contractor
customers
 Ability to market directly to this new community
 Great PR opportunities with Grand Prize winners
•99.1 % Opt
Ins
•48,204
sweepstakes
entries
21,553 visits
to the site
Average of 1
hour spent
on the site
per
participant

8. Overview- GAF Promo Club
 Create a contractor community where
contractor’s get rewarded for purchasing
manufacturer product and have access to
exclusive promotions and business
building tips
 Create a way to electronically submit and
validate contractor manufacturer purchase
data
 Have a large and diverse reward mix that
will motivate the contractors to purchase
manufacturers product and participate in
the promotion
Objectives: Solutions:
 Built an online contactor community where
contractors can submit invoices, receive
business building tips and earn points to
redeem their choice of rewards
 Manufacturer purchases are submitted
online and the backup invoices are
validated electronically
 Points are awarded on invoice validations
to spend for rewards
 Contractors are segmented automatically
into Regions of the US via registration
 Promo builder allows the easy creation and
administration of promotions and gives the
flexibility to run multiple promotions at the
same time

11. Results-GAF Promo Club
 For the first time in manufacturer's history this program
allowed them to capture purchase data by contractor for
the manufacturer's independent distributors
 Provided manufacturer with key promotion participation
data by distributor and by contractor
 Generated $85 million in additional sales revenue through
three quarters of a fiscal year
 Produced $18 million in additional sales through one
independent distributor
 Overall promotion participation increased by 122%
 Created an umbrella marketing program and a contractor
customer community for manufacturer
$85 million in
incremental
purchases by
contractors
1.37 % Overall
cost of sale
$18 million in
sales by
manufacturer’s
top distributor

12. Overview- Shaw Capture the Spirit
 Drive consumer retail and builder/designer
sales of a manufacturer’s nylon branded
carpet through a retail salesperson loyalty
program
 Create a desirable reward and achievable
earning threshold
 Make the sales redemption process easy
and paperless
 A reloadable debit card incentive program
was developed that rewards retail
salespeople in monthly $100.00
increments on their card
 Customized online portal which gave retail
salespeople access for enrollment,
account information updating, sales
reporting, progress statement view and
FAQS
 Web portal also provided integrated online
product knowledge quizzes for points and
style bonus promotions to continually drive
participants to the website
 Field managers had access to territory
sales data to help them merchandise the
program on a store-by-store basis
Objectives: Solutions:

13. Retail Sales Incentive Communication

14. Results- Shaw Capture the Spirit
 In the marketplace since 1991 the program influenced
thousands of retail sales people every year
 The manufacturer viewed this program as a significant
sales driver and marketing arm toward the success of
their brand.
 Over the two decades the program had been in the
marketplace, the flooring industry experienced massive
consolidation, shift of power, and changes in technology.
United Incentives not only kept pace with this
unprecedented change, we helped the manufacturer "see
around the corner" time after time to win versus their
competition.
Longest running
incentive
program in the
flooring industry
Over 10,000
retail sales
participants in
the USA and
Canada
Program in the
market for 20
years

15. Overview- Hunter Douglas Windows to the World
 The world’s leading manufacturer of
custom window fashions needed to drive
their dealer fabrication channel to sell a
broad selection of product at a rate that
would escalate incremental business
above their business plan target
 Dealers purchased from specific
fabricators and ranged in size from interior
designers operating from their homes to
dealers with multi-store locations. The
manufacturer’s objective was to drive
incremental sales through their fabricators
and generate loyalty to those fabricators
 Created a three-tiered incentive travel
program aimed at the target audience of
nearly 8,000 window fashion dealers in
America.
 Several destinations are offered to
participants within their qualification level
 Smaller dealers can choose from three-
day vacations in Mexico and the
Caribbean, medium-sized dealers have a
choice of five-day land or cruise vacations
and very large volume dealers chose from
exotic trips including Europe and Hawaii
 United Incentives designs, promotes and
delivers these travel programs, and
creates destination specific sets of
promotional materials. Additionally, a
custom website for each destination is
created to inform the guests of every
aspect of their travel reward
Objectives: Solutions:

17. Dealer Incentive Travel
Program Communication

18. Destination
Documentation

19. Results- Hunter Douglas Windows to the World
 According to the manufacturer and their fabricators, this
program has grown to be the most effective part of their
marketing program.
 The program has been essential in driving incremental
sales and increasing fabricator and dealer loyalty to
manufacturer
 The program has generated hundreds of millions of
dollars in incremental sales revenue for the manufacturer
over a 15 year period
Over 65,000
travelers for
the program
Program in
the market for
over 15 years
Average cost
of sale 2.35%

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