AYMTM, designed and delivered an innovative, engaging and successful incentive programme for International Motors’ (I.M.) UK based after sales and servicing franchise owners, for the chance to win a unique family trip to Lapland – while helping I.M. build stronger bonds with franchise owners and increase parts sales volumes.
An investment was made to leverage I.M. as franchises supplier of choice. Franchises are not compelled to use I.M. and can source parts from suppliers of their choice.
AYMTM, now part of Sodexo Benefits & Rewards Services family, ran a sales competition over a nine-month period in 2015, to win a unique three-day experience for the franchise owner’s whole family to enjoy.
AYMTM created a programme reaching the whole UK franchise owners community. Once 20 winners were selected, timescales were tight: eight weeks to plan and deliver a programme of activities appealing to a wide age range, with strong emphasis on creating magical memories for the whole family while instilling stronger bonds with I.M.
So what did AYMTM actually deliver? A unique Lapland experience that a regular holiday couldn’t deliver: transfer by reindeer sledge to the holiday village; Lappish elves entertaining the party’s younger children each evening after dinner. Winners also experienced a Snowmobile safari, Meet the reindeers, Skiing and Husky driving, with the greatest thrill seeing each family having an exclusive audience with Santa Claus himself. Topping-off this amazing experience, AYMTM prepared bespoke photo books of each family’s time at Lapland, delivered to their homes before Christmas Eve.
Winners’ feedback was hugely positive with sentiments including “outstanding”, “a magical time” and “an unforgettable experience”.
In an unexpected twist, Lapland helped sustain an outstanding change in franchises purchasing behaviour both before and following the experience, with a 35% increase in I.M. sales continuing into 2016.