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We go "On the Hunt" for TravelCenters of America and Petro Stopping Centers
04/11/2008
Westlake, OH – When TravelCenters of America was looking for an incentive prize for its top performing TA and Petro Shop managers, we were asked to source their contest prize needs and create the internal communication packet that would excite these managers and ensure success. The client’s idea was a Big Game Hunt. We were tasked with shaping the announcement of a competition that would send top-performing Service Managers on a first-class, one-of-a-kind event: a multi-day, all-expenses Elk Hunt in Big Sky country at a luxurious resort. In addition, we were to reach potential sponsors to contribute cash and prizes, and offset the costs of the promotion.
First, we approached sponsors. We merchandised two levels of sponsorship with a colorful flyer that invited interested TA and Petro vendors to participate at $5,000 and $10,000 levels. Since these were companies whose products and services were sold by TA/Petro Service Managers, it was easy to point out the self-interest. We (TA/Petro and us) went further by building in some urgency. First, we limited participation to eight vendors (from among the client’s picks), and exclusive participation to TA and Petro’s Top Ten vendors. (Yes, it was possible for eight of the top ten to lock out the other two.) A strong call-to-action at the bottom of the flyer emphasized the need to respond quickly or be shut out — though we didn’t say so blatantly. In addition, TA/Petro invited in three other sponsors, based on other criteria, for a total of eleven.
Then we created a 3-page flyer aimed at TA/Petro service managers that incorporated strong motivators such as adventure, exclusivity, and desirable merchandise/prizes. There wasn’t anything subtle about it: one big prize, given to all winners, was a .300 Remington Model 700™ SPS™ Stainless — “considered one of the best elk rifles made — and … ammunition [that] can deliver a drop shot at 450 to 500 yards.”
Next, we incorporated another strong appeal, which we labeled as “Stuff It!” Winners who manage to drop an elk with their prize Remington will have their trophy mounted by a skilled taxidermist, on us. The winning manager will have to take care of getting the trophy home — which conjures images of a couple of them trying to buy a pair of seats on their homeward-bound airline. Naw … they’ll go for more traditional shipping methods, surely!
Finally, we followed the 3-page flyer with a “last push” 1-page flyer that added one more incentive to “Sell More Parts, More Labor”: a drawing to win one of three GPS navigation systems, Cobra Nav One 5000 portables with a huge 5” display. To add to its appeal, we highlighted the GPS’s $450 value and extensive route-finding options.
The competition was designed to run from January through March 2008 (and is ongoing as this is written), with winners to be announced in the fall at the SHOP Product Show in Sandusky, Ohio.
As we write, this full package of “Big Game” goodies is drawing strong response from our TA/Petro Service Managers. So far, it’s on track to become one of our most successful promotions.