KEY GOALS:

To successfully launch a sought after Club within the mass, core and dealer channels at sales staff and Store Management level. By creativing a Vodafone Club culture providing opportunities to grow and cement relationships within the Vodafone channels.

To somehow create a programme that has excitement and appeal as a tool for Territory Managers to utilise in growing their business and achieving their target. 

CHALLENGES:

To create an overall programme that was tailored to each division and channel within the Vodafone business.

Budgetry: to create a 'top class' club and still spend minimum money.

EVT's APPROACH:

EVT designed a programme that allowed Vodafone Territory Managers, State Management and Head Office to design and run various marketing programmes across the retail channel specified as Mass Retail, Core, Top Dealers, Dealer Management Partners and based on achievement of the criteria set within those marketing programmes, individuals would be recommended to be elevated to ‘Club Red’ Status.

There were approximately 2300 people working across the different channels and with a participation rate of 70%, programme participants included 1610 individuals, out of which 10% were elevated to status of ‘Club Red’

Once elevated to ‘Club Red’ the individual will be automatically recognised and rewarded and will receive ‘Club Red’ status benefits.  In addition, the individual member will remain in the club and be given a target for a quarterly period to qualify and compete for on-going exclusive club offers over and above the existing member benefits.  

At the end of the 12 month period qualifying ‘Club Red’ members can be guests of Vodafone to attend the ultimate off shore event with their partner to some exotic destination.

Club Red offered some very exciting prizes, the latest and greatest funky and popular items with some major one off prizes like a trip for two to watch the LA Lakers play basketball in the US and stay in 5 star accommodation. These and many other offers EVT specifically included for this programme to suit the demographics of the programme participants. The uptake was very strong as ‘Club Red’ created a strong culture of success that people wanted to be a part of.

OUTCOME:

The programme was designed to offer each division its own budget that it could draw from to reward their separate divisions. Each division had its own measurement to suit their business needs and inspired them to maximize their success within the programme.

Measurement created constant competition within each division, which provided a very successful formula and drove the business growth. All up odafone gained the benefit of realizing a very cost effective budget control umbrella formula.