by Susmita Baral | April 09, 2019
ITA Group created the Milestone channel sales program for Bridgestone Americas Commercial Division with one goal in mind: to provide a consolidated incentive program that would drive incremental tire sales and gain market share. Milestone's target audience was the independent commercial sales rep, aiming to facilitate more sales of Bridgestone, Firestone, Bandag and Dayton tires. The program's creative strategies and impressive results earned it this year's Motivation Master award in the Channel Sales category.

Organized each year by Incentive, the awards honor four category winners in the areas of sales, channel sales, recognition and loyalty. In addition, the Grand Motivation Master award celebrates outstanding overall achievement. The winners were announced last month at an awards ceremony held during Incentive Live, Northstar Meetings Group's incentive, loyalty and motivation event at the Fairmont Chicago Millennium Park.

The program used a robust communication campaign to maximize engagement, an effort that was so successful, it generated a 48 percent open rate across online channels. The mixed-media strategy kept the independent sales reps in the loop and engaged with all the happenings in their markets, and reminded them of special earning opportunities along the way. 

The award offerings were vast: Sales reps could redeem perks from a catalog of more than 10,000 items. Those who sold Dayton semi-truck tires or Bandag retread tires netted additional perks, and the top 30 reps were treated to a trip to Las Vegas. 

The results were impressive. For every tire purchased by a nonparticipating dealer, 26 tires were purchased by participating dealers. According to the ITA Group, Milestone's conservative ROI is $14:1 on total sales and $3:1 on incremental units annually.