Case: sales activation campaign A Taste of IT-aly with an incentive trip to Sicily!
Alongside organising unforgettable trips and events, we create with our Stretch-method a bespoke concept and a communications campaign with high-impact touchpoints both prior to, during and after the trip or event. We have already had the privilege of developing many extraordinary and compelling concepts and programmes. We would be delighted to give you a behind-the-scenes look at the ‘A Taste of IT-aly’ sales activation programme we created!
The application
We received an interesting request from a client in the IT distribution sector: they were right at the beginning of the process and wanted to organise an impressive trip for the top 30 of their entire sales team. The preference was for a destination within Italy and the trip had to be truly over the top, including great food and drink and many surprise moments. The participants were to be completely pampered during the trip.
In addition, during the months leading up to the trip, the entire sales team had to be involved in the process and actively encouraged to hit their targets. They would have to compete with and against each other to be allowed to go on this trip that you really don't want to miss.
A Taste of IT-aly
During a brainstorming session with the entire team, many ideas for the trip and the activation campaign quickly emerged. All of these ideas came together under the theme: A Taste of IT-aly. This theme focused on Italian cuisine while simultaneously offering a subtle nod to the IT sector in which the client operates.
Travel destination: breathtaking Sicily
As our travel destination we chose impressive Sicily; a perfect destination to create a WOW programme full of surprise moments. Think of a helicopter flight over and overnight stay on the volcano Mount Etna, a Vespa tour of the island, dinners in the best restaurants and a closing evening in the one and only villa of Michael Corleone from the film The Godfather!
Activation pathway
To activate the entire sales team, the 'A taste of IT-aly' programme was launched in the months leading up to the trip. This programme consisted of both an online and an offline part and touched upon all facets of our stretch method: reach – engage – tell – activate – care and nurture.
Offline: invitation
The very first moment of communication directed at the participants was the invitation to the kick-off event! The entire team received a unique card with a built-in video screen through their letterbox at home. The director began his invitation to the kick-off event with the famous words from The Godfather: I am going to make you an offer you can’t refuse….!
Offline: Kick-off event
Following that, it was time for the first joint live moment: the kick-off event. During this kick-off event, the targets were communicated and the travel destination was announced. Also on the programme was a cooking class in which delicious Pasta alla Norma was made: this Sicilian pasta originally comes from Catania and is a must-try. Naturally, delicious Sicilian wines could not be missed!
Offline: Sicilian delicatessen
To increase participant engagement and motivate them, the entire sales team received monthly tasting products related to the travel destination. In the first month, all participants also received a personalised wooden serving board engraved with the logo specially developed for this trip. In the months that followed, they received various delicacies to fill this board with, such as: Sicilian olive oil and sea salt, a bottle of Sicilian wine and local treats like the famous chocolate from the town of Modica!
Online: Digital tool
To inform the participants regularly about the trajectory and the journey, at the same time our Digital Event Manager deployed. Using this tool, we offer the opportunity to create your own travel/event website. On this website, participants can find all information about the trip, videos can be posted and a countdown indicates when the trip will take place. Participants can also easily register for the trip, select optional activities and submit important information such as dietary requirements.
Online: goMICE app
To further stimulate, enthuse and activate participants, the unique goMICE activation app Included. With every Sicilian delicacy that the participants received, a code was included with which a new section within the app could be activated
In this case, the app consisted of two parts:
- 1: The Quizpurely a FUN component and a perfect way to learn more about the travel destination in an enjoyable way. Each month was dedicated to a specific Italian/Sicilian topic, for example The Godfather, Mount Etna, Sicilian dishes, the Italian language, etc. Following an informative text or personal video, multiple-choice questions about these topics were presented. By giving correct answers, participants scored points with which unique prizes could be won. These included a wildcard guaranteeing participation in the trip.
- 2: The Progress pagein this section of the app, participants can see via a progress bar how far along they are in achieving their revenue target. In addition, they can see whether they are in the top 30 and get to come along on the spectacular trip to Sicily!
The goMICE activation app can be customised to your requirements and, alongside boosting sales, can also be deployed to target other KPIs. Furthermore, the app can be styled as desired and offers the possibility to add personal (video) messages. A unique gadget that increases participant engagement!
The LIVE moment
After months of activation and mutual competition, the trip to Sicily took place in September 2019. It was a fantastic trip that completely met all expectations. Participants enjoyed the unique activities and delicious Sicilian cuisine. The literal highlight was the scenic flight over Mount Etna: an unforgettable experience!
Relishing the memories!
Nothing is better than reminiscing about an amazing trip. This was done in various ways: for example, participants received a thank-you card and group photo in the form of a puzzle at home. In addition, the aftermovie, created by the videographer who joined the trip, was shared via the goMICE activation app. We received a tremendous number of great responses to this. Conclusion from all participants: this was an unforgettable experience that we will never forget!
Follow-up process
Finally, some time after the trip, the follow-up process was initiated. Our client already had a number of possible new travel destinations in mind and wanted to know which destination the participants would prefer. A poll was conducted using our digital tool, asking participants where they would most like to go: New York, Lapland or South Africa? The vibrant city of New York emerged as the winner! A few months later, the kick-off for this project started and the entire team received a handwritten “Greetings from... the Big Apple” postcard with the text: “Will you be joining us next year?”
Are you curious about how to stretch your trip or event? Involve us in your query early on and together with you we will ensure not only greater impact during your trip or event, but also even more effect across a complete trajectory. Take Contact contact us to brainstorm together!