Lenovo ANZ (Legends Channel Incentive Program, 2008)

Objective: In a crowded reseller channel, we had to keep Lenovo 'top of mind' and provide a channel incentive program which differentiates Lenovo from the competitor offerings. Retain members who had joined the program in it's launch year (2006). Grow the membership, particularly amongst Tier 2 Resellers (ie, resellers who are purchasing from a Lenovo Distributor and therefore not in direct contact with the manufacturer). Generate incremental sales as a direct result of the Legends program. Deliver a minimum 500% ROI.

Approach: Set up an exclusive web based incentive program for sales people at targeted reseller businesses where they register to participate. To make it easy for members, all sales as reported by the Distributors (to a reseller level) are pre-loaded onto the web database and members simply have to 'click and claim' their own sales. Points are earned for each product sold and claimed, plus bonus points for completing training programs and participating in Lenovo events. Points were used to bid at the Legends on-line Auctions, redeem in the Rewards Shop, and to determine winners for the 2 'money can't buy' trips - Broome mid year, then Kruger National Park in South Africa. Full member support is provided via a Member Help Desk specifically built for this program.

Results: In the second year of the Legends program the KPI's were increased, based on the success of the program in its first year of operation. 2007/08 Actuals;

• Membership reached 103% of target; made up of Direct Resellers 23%, Indirect Resellers 77%
• Activity level was 42% of Members (against a target of 40%)
• Indirect reseller members (the primary targets for the program) accounted for 71% of all sales

Resellers with members in Legends achieved 8% higher performance against their targets than did resellers without members in Legends. ROI (based on comparison of reseller performance from resellers with Legend members compared to resellers without Legend members) was 527%.

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