NAPA Taper Caper

Question: How do you increase sales for a client who enjoys an 85% share of market?

Answer:Increase the size of the market -- "A rising tide lifts all boats."

This client asked us to create a sales promotion program that would increase sales (and, obviously, profits). Target's solution was to inspire countermen to recommend an inspection of wheel bearings whenever brake service was being performed. We did so with a "mystery caller" program in which our representative would call parts stores asking for brake pads for a popular application. If the counterman suggested that our caller check the wheel bearings, he would win $25.00 immediately and the chance to win an all-expenses paid trip to the Daytona 500 -- an exciting prize for anyone with an interest in cars.

Question:How well did the program work?

Answer:The beginning of the program saw about 25% of countermen suggesting wheel bearing inspection. By the end of the program nearly two-thirds were doing so.

That's a successful promotion!