Case Studies Bridgestone/Firestone – Retail Sales Incentive Program Download Pdf The Challenge Bridgestone/Firestone was looking for a fun, exciting way to drive increased tire sales through its Purchase Resale retail locations whose primary business is NOT tire sales. To succeed, the program had capture the Purchase Resale sales associate's share-of-mind and provide sufficient incentives to drive sales. The Solution Race To Win was created as the overall theme and name for the program which revolved around rewarding Purchase Resale sales associates with merchandise for every 10 tires sold --plus the accrual of entries into a sweepstakes for a VIP Race Trip getaway during each of the program's four sales periods. The program was announced to Purchase Resale customers via a mailing that included: - An introductory letter - Promotional program brochure - Prize redemption claim forms In order to ensure frequent and repeat participation -- and therefore increased tires sales -- Area Managers were also factored into the equation by offering them the opportunity to win a vacation package at the conclusion of the promotion. This motivated Managers to drive their associates to sell more Bridgestone/Firestone tires -- resulting, again, in increased tire sales. All participants were provided with information on how to track their standings on the Bridgestone Purchase Resale website which also helped increase awareness of other opportunities being promoted within the website. The Results After a small rollout in 2001, the campaign was expanded in 2002 to more Purchase Resale customers. Partnering with major and appealing corporate gift card programs including Best Buy, The Home Depot, Blockbuster, and Brinker International resulted in a 60% increase in the number of entries received in 2003 over the same period in 2002. Elements - Program Name & Logo Development - Direct Mail Campaign - Website Design - Database Management - Tracking / Reporting - Integrated Fulfillment Services Background The Bridgestone Firestone Purchase Resale sales division was initiated in 1998. The object of the program was to provide auto dealerships, muffler and brake shops, and service stations the ability to sell Bridgestone/Firestone tires to end users.