Alcan Cable
NUAL Sales Promotion

thanks to Rob Chilvers


Who
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.

What
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.

Why
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.

Results
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%.