Operating in a highly competitive market, our client was driving their front of house staff to generate more sales, but were focusing all their efforts on incentivising only the manager, resulting overall in a limited increase in market share. After we were briefed on the issue, MB Squared worked with the client to develop a highly desirable, but cost effective incentive program for front house staff. The Spring Racing Carnivals’ Derby Day at Flemington was identified as the platform to leverage. A stand-alone brand identity was developed for the program, reflecting a highly desirable product exuding class and exclusivity. A long-term communications strategy was developed through which the brand was rolled out via intensive teaser campaigns through to regional launch events. Winning branches received a personal delivery of a large custom box by their local regional manager containing their tickets, letter of congratulations from the CEO and shopping vouchers to get Derby Day ready.
The Derby Day experience itself, also created and executed by MB Squared, saw a vanilla corporate facility located on the winning post at Flemington, transformed into a deluxe lounge utilising cost effective large scale print, floral displays, and on-trend furnishings. With additional touches, such 5-star accommodation, hair and makeup studio, button holes for all the gents, celebratory awards ceremony, this was an incentive that staff really embraced and chased, and saw a spike in sales not only across all regional and product categories, but also from previously underperforming outlets.
