thanks to Rob Chilvers
This promotion took aim at the sales representatives and inside order
staff of the independent electrical supply distributors who stock Alcan's
NUAL aluminum conductor.
The campaign centered around a contest that rewarded sales staff for
quoting on NUAL as well as copper every time a customer requested cable
pricing. Prizes included a chances to win a trip to Chicago, as well individual
rewards for participating and regional competitions between distributors.
New research showed that persistent concerns about aluminum cabling were
unfounded. The contest gave distributors a reason to present NUAL as an
alternative for buyers along with new ammunition to overcome contractors'
objections to NUAL. Experience had shown that getting more comparative
quotes in front of buyers would lead to a higher share of orders for NUAL.
For the purpose of the competition, sales targets
were set at the previous year's volume plus 20%. During the 10-week promotion,
sales rose an average of 37% across the country. In regions where resistance
to aluminum cable was most entrenched, sales exceeded the previous
year by more than 50%.