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Impact / 2.7.18

MOST EFFECTIVE INCENTIVE MARKETING CAMPAIGN - Treasures of Tuscany

Posted by SITE Foundation

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Next Level Performance, New Jersey, USA

Mercury Insurance, one of Forbes’ Most Trustworthy Financial Companies in America, holds an annual incentive program designed to recognize and reward the elite independent Brokers and Agency owners who produce the most revenue. While the program rewards them for their partnership and results, it is also designed to offer maximum networking and relationship development opportunities. 

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The winners received a five-day trip to Florence, to experience the rich culture and flavors of Tuscany. Along with unique excursions and free time to explore, participants’ achievements were celebrated at an unforgettable gala event, with their peers and Mercury’s management team.
 

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Next Level Performance worked with Mercury to develop a robust communication plan for the internal sales reps and independent agents. Inspiring and personalized materials communicated the program goals and destination before, during, and after the program, with each branded piece tied to the theme Treasures of Tuscany, and driving home the exceptional experience in store for Mercury winners.

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The program and campaign’s sales growth target was 8%, with the success of the 2016 program Mercury saw a 14% overall increase in sales. The effectiveness of the campaign’s communications contributed to a 400% increase in awareness about the program compared to previous years. The insurance business does not have a linear growth model and lower growth can sometimes be expected due to external market factors. The travel incentive program has consistently exceeded forecasted expectations and also has a residual effect on non-winning agencies.

By committing to excellence in communication, a highly desirable location, and on-going service to agents and customers, Mercury set a course for a successful incentive program. Next Level Performance and its vendor partners were honored to work together to bring that vision to life in Tuscany.

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