IBM Corporation

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FCm and CiEvents provided IBM with a single contact source to design, manage and implement a channel incentive program and a fulfillment service that could be customised in each market.

Here's how we made it possible...

The challenges

Initally, IBM was seeking to improve the sales performance of its resellers and distributors across the Asia-Pacific region, however this need was also evident in other regions such as Europe and North America. The company sought to partner with one supplier who could provide a myriad of solutions.

What solutions did we deliver?

Creativity and flexibility

FCm's event specialist brand, CiEvents, was initially contracted by IBM to create and manage the innovative KYI program in Australia and New Zealand. The program comprises two elements: a 'learn and earn' component where resellers and distributors complete on-line learning modules, and a second component focused on rewarding participants for sales achievements. In this part of the program, FCm manages the fulfillment of both travel and non-travel rewards such as merchandise.

Single point of contact for all solutions

Together, we offer IBM a single contact source for the entire program. CiEvents strategically manages the program and maintains all communication with IBM, while FCm offices around the world locally manage rewards, customer/reseller helplines, and client data.

Rewards tailored to each country

With teams based on the ground in most of the countries where IBM operates, we apply our local market knowledge to select rewards that are culturally in tune with local market interests. For example, in certain Asian countries where passport and travel restrictions still apply, we select alternate merchandise rewards, which are a more practical choice in those markets.

Global consistency with local operational support

We give IBM with a fully integrated marketing operation - one that provides local fulfillment and management of data in each country, while being consistent with the program's overall marketing strategy.

Why did IBM Corporation appoint us globally?

Ryan Faithful, KYI Global Deployment Manager, said FCm and CiEVents offered IBM a distinctive competitive advantage.

"FCm and CiEvents were among the very few marketing operations that could offer IBM a single contact source to design, manage and implement a channel incentive program and a fulfillment service that could be customised in each market. They have demonstrated outstanding flexibility and attention to our needs," he said.

The results

Jamie Simon, Associate Marketing Manager for the 'Know Your IBM' Program, Australia/New Zealand, comments:

"We regard the KYI program as a phenomenal success, particularly as it exceeded our wildest expectations in what is a very competitive market. In Australia and New Zealand alone, we achieved results such as a 254 per cent increase in the number of registered partners in the program, and a 612 per cent increase in the number of rewards claimed. These are the truest testaments as to the perceived value KYI offers in the market. The ROI for the KYI program is determined by the increase in revenue dollars registered through the sell and win component of the program which has hit 200 per cent in past programs."

In 2005 KYI won a global SITE Crystal Award for the 'most creative use of an incentive program to solve a marketing problem'. (SITE: Society of Incentive & Travel Executives based in Chicago).