Build Brand Awareness

Sales and Marketing Magazine wrote:

"In 1998, Goodyear Tire & Rubber Co. introduced a sales promotion called the Goodyear Fall Classic to one of the nation's largest retailers. Now entering the third year of this promotion, Goodyear wanted to find ways to increase awareness at the retail sales level that a major promotion was in progress, and that many associates could be winners. The original program featured one winning store monthly in each sales district. Only 3 store managers nationwide out of more than 1,100 could win one of the grand prizes.

Goodyear's upper management was clearly happy with the level of participation. However, Goodyear's field managers were sending a different message. Many sales associates were unhappy with the program's structure, given the odds of becoming a winner."

"At Goodyear, we measure the success of a promotion by unit sales. The vacation award program helped us to meet and exceed our unit objectives. The final count was a 31.5% increase in unit sales over the same selling period in the prior year. About 2 weeks after the start of this year's campaign, we received a phone call from our local post office. When are you going to have someone pick up these sweepstakes entry forms? I can't think of anything that could say more than that phone call about how popular these excellent vacation awards were with our target audience."

Lloyd Nash
Contracts Marketing Manager
Goodyear Tire & Rubber Company

This promotion was conceived, developed and implemented by Robert Gold of Go to the Summit, Inc.

For more details call 888-414-3874