BMW UK Sales Managers’ Incentive

Developed a successful incentive strategy for BMW retailers

1-yr Qualifier: 143 retailers

We helped this global automotive leader create the ultimate incentive machine.

Results: 105% Sales Target

Client Stats

  • 143 retailers competing over one-year qualification period
  • 54 winners plus hosts
  • Luxury experience to motivate managers; driving their teams to achieve personal and overall targets
Results: 5% Growth Achieving BMW's Target

Need to Know

  • Complete incentive strategy designed
  • VIP experience with a balance of activity and relaxation
  • Delivered 105% of sales target across 40% of retailers

The Brief

BMW UK use incentives to drive performance in the highly competitive automotive industry. Aimed specifically at Sales Managers, the “Ultimate Adventure Club” has a reputation for taking winners to more adventurous destinations and offering them unusual and exotic experiences. The more challenging the program and destination, the harder the audience works to achieve it.

The Solution

We developed a complete incentive strategy including individual sales targets and volume based leagues to ensure a level playing field for retailers regardless of size; recognition opportunities to celebrate winners across BMW UK; a distinctively different destination not experienced before; activities that challenged winners in keeping with the programme ethos; a balanced itinerary with relaxation and adrenalin rush elements; and, a regular communications to drive engagement.

The Results

The incentive delivered 105% of the sales target across 40% of retailers. NCBS & IACS benchmark CSR surveys reported BMW as 2nd in the UK for customer satisfaction delivered during the incentive period. Volume growth was 5% across the network, achieving BMW’s annual target. And, Vietnam destination and activities fully met the Ultimate Adventure Club ethos.

These trips always motivate me personally to overachieve our targets.

The Story

The “Ultimate Adventure Club” is also a direct reflection of BMW’s above the line “The Ultimate Driving Machine” campaign, creating synergy between the customer and sales manager brand experience. It establishes network wide recognition for “Club” members making aspirational role models. Membership is highly sought after with fierce competition for places.

Previous destinations included Costa Rica, and the Bahamas, so for 2017 we looked for a long haul location that, like Costa Rica, was relatively untouched by mass tourism. After detailed research, Vietnam was selected as the perfect solution.

This well-structured campaign has consistently enabled BMW UK to deliver growth across their network with all retailers, regardless of size, competing on a level playing field.

I was told to expect something special. But I completely underestimated how special it would be. It was perfectly planned, seamless and completely enjoyable from start to finish.

Over the one year qualification period, the “Ultimate Adventure Club” was communicated throughout the year using various media. The destination was announced via bespoke video to excite participants, with teasers to keep the program at the forefront. Sales and league positions were communicated weekly.

We welcomed 54 winners plus hosts in Vietnam for an exciting, six-night stay in two locations. On arrival guests were fast tracked through and transferred  to the Park Hyatt for an early morning check–in. Day began with a private poolside welcome brunch before departing for a full afternoon of activities.

The “Ultimate Adventure Club” ethos was put to the test with a “Face Your Fears” challenge. Guests tried braised intestines, crispy larvae, chicken feet, scorpion and roast mouse.

The group enjoyed Vespa transfers through the busy streets to Phap Thanh pagoda for a private tour with personal blessing from the head monk. Then, it was onto bicycles to ride into the countryside and a rice wine tasting stop before returning to the hotel. Speedboat transfers that evening to an exclusive riverside dinner where guests enjoyed head and neck massages during drinks and between courses at the private venue.

Day 2 highlights included a Viet Cong experience at the Cu Chi tunnels complete with competitive shooting, tunnelling, minefields and bomb disposal challenges. A guerrilla warfare lunch in the bush camp followed while traditional Dragon Boat racing continued the team competition in the afternoon.

For the final day in Ho Chi Min city,  guests explored on quirky transport options before a private lunch. They then flew to Cam Ranh airport where they experienced a VIP arrival and were transferred by speedboat to the Six Senses resort. A resort buy-out meant that the second half of the program was a complete change of pace. Guests were free to choose from fishing, snorkelling, scuba diving, kayaking,  glass bottom boats, beach volleyball, badminton, sailing, tennis and spa treatments. Floating cocktails on the beach and a final BBQ rounded off a relaxing two days.

100% of attendees rated both the event quality and organization as well as the planning team as  5 out of 5.

The last week will definitely go down as the very best incentive that we have ever run! Without a doubt this incentive paid for itself many times over in terms of the sales generated, staff motivation and engagement. Thank you for delivering a fantastic project; it has been a pleasure working with such a professional team.