Bottom Line Warms Up for Car Seat Heaters Travel Incentives Inspire Sales Calls to New Customers

Results

• Summer Sales up 30%
• $10,800 invested in travel incentives generated $204,000 in new business!
• Dealerships & independent installers realize buying seat heaters in summer pays off in winter
• Summer Sales creating more year round business

Profile

• A manufacturer of car seat heaters for the After Market Automotive Industry sells its product to car dealerships and small 'upfit' independents, who install the product for many dealerships as well as individuals.

Goal - Drive Sales Farther into Huge U.S./Canada Potential

• Ninety per cent of seat heater sales come from auto dealership customers. With more than 100,000 dealerships & 16,000 independent installers out there, the company wants a lot more business.

Marketing Plan - First Ever Summer Promotion

1. 2004 Word of mouth feedback on travel incentives led the company to a travel incentive company to help launch its first ever summer promotion.
   
2. Sports & Entertainment products are recommended by top incentive companies to generate new summer sales to dealerships and especially installers, who had never heard of incentives.
   
3. Sports or Entertainment Reward Certificates are awarded with individual or accumulated sales of $3,000.

Major Growth Achieved Among Independent Installers

• 2004 New upfit installers earn 11 Reward Certificates
• 2005 Increases to 30 Reward Certificates
• 2006 August - Increases to 35 Reward Certificates and climbing to 50!

Client Satisfaction Rating 10/10 "We achieved increased off-season sales with an incentive product that works. It gives us a reason to call customers in early spring, ask them how things are going and to offer the travel reward."