Lenovo - Prize based dealer incentive

Case Study - Think Incentives

THE CLIENT

• Lenovo is a new division of the IBM group, and supplies the ‘ThinkPad’ and ‘Think Centre’ range of notebooks to industry and consumer markets.
 

THE CHALLENGE

• Create and manage a three month promotion which encourages the Lenovo reseller network to on-sell the ‘Express’ range of product under the ThinkPad and ThinkCentre brands.

THE SOLUTION

• 2 weeks to create and implement the promotion.
• Introduction of the ‘THINK INCENTIVES’ website. 
• Target market were made aware of the website via a direct e-mail.
 • The first ‘Think Like a Winner’ promotion ran for three months and asked resellers to SELECT THEIR OWN sales target category, reach the target and SELECT THEIR OWN prize, with choices
in each category.
• Now that we ‘tested’ the waters with Lenovo’s very first promotion, we used results and feedback from that to create a follow-on promotion.
• No set targets this time - whatever sales category you fall into at the end of the promotion determines the value of vouchers you win.

THE OUTCOME

• A huge success, the second promotion produced an 82% increase in sales of the target product range.

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