John Deere drives mower sales with novel incentive

Edited by the Marketingservicestalk editorial team Feb 8, 2008

John Deere, a world leader in agriculture, forestry, lawn and turf care, is driving sales of its new mower range with a dealer incentive created and implemented by the Gift Voucher Shop.

In addition to rewarding individual sales within 180 dealerships across the country with its One4all Gift Voucher, GVS is creating and executing the incentive programme, right through from design of the dealer recruitment package, to pick, pack and delivery of voucher rewards to individual recipients.

Commenting on the programme Daniel Barber, Homeowner Marketing Specialist at John Deere said: "We are launching three new rear-roller lawnmowers into a relatively mature consumer market, where dealers are very often multi-franchise".

"Therefore it is essential that we support the introduction with an incentive which will engage, excite and focus the salesmen on our brand".

"This is the first time that we have used retail vouchers, so we researched the marketplace thoroughly and came up with two potential partners".

"The GVS team displayed a superior grasp of our business, and offered us a comprehensive package of support which both stacked up financially, and gave us a great reward product that would appeal".

The programme will reward every sale made between April and October 2008 with a GBP25 One4all voucher - and with a predominantly all-male audience of 600, whose ages range across the board, it is expected that the majority of vouchers will be spent at retailers such as Comet, Halfords, American Golf, House of Fraser, JJB Sports and Debenhams.

Commenting on the new business win, Tracy Aslam, Business Partner Director UK, GVS said: "We're delighted with the association and expect the scheme to deliver over and above expectation".

"John Deere is a great brand and we hope this will be the start of a long-term relationship".

One4all and Leisure4all Gift Vouchers can be spent at any outlet from a vast list of leading retail brands and services, including Debenhams, Comet, River Island, House of Fraser, Selfridges, Champneys, Woolworths, Laithwaites, Thresher, Legoland and Goldsmiths.