To create a rewards programme targeted at Independent Retail outlets to secure listings and promotion of all Diageo brands. The campaign had to comply with the strict Responsible Drinking guidelines.
Outlets were set monthly objectives by the sales team, from a pre ordained list created for the programme. The outlets were rewarded with “TAM” cheques for achieving objectives and these cheques could be redeemed for rewards, many business related, to ensure buy in from the owners as well as the managers of the outlets. The calculated ROI for the programme was 366%!