| The
Product |
|
SpeedZone
Turf Herbicide |
| The
Need |
|
Introduce
SpeedZone into the golf, landscape and lawn care markets and
motivate distributors to stock the product and sell it through
to end users |
| The
Solution |
|
Direct
mail extending a $10/gallon mail-in cash rebate offer to end
users for purchases of SpeedZone in the first season; a "Pit
Crew" racing theme incentive program for distributor sales
reps (with car racing merchandise prizes) tied to reaching sales
benchmarks |
| The
Result |
|
17%
response from distributor sales reps; total SpeedZone product
sales surpassed company's original product projections by 400%
in the first 12 months of SpeedZone's introduction. Won 2002
NAMA (National AgriMarketing Association) award |
| SDA
Service |
|
Channel
Marketing and New Product Launch -- Distributor incentive program,
advertisement, end user direct mail and rebate fulfillment |
INCENTIVES
> PBI
GORDON CORPORATION 
