Cisco's 1400 top-tier resellers to use new contract management software on
the Cisco web site
This $10 billion manufacturer of high end Internet equipment created
breakthrough software to help its resellers manage their business. But how
could they get them to use the new software to generate quotes and bids,
rather than phoning Cisco Sales for help? Cisco's dilemma: "We have
built it...but how do we get them to come?"
We developed "Field O' Dreams," an incentive program with a
baseball theme that rewarded resellers for using the software. Three waves
of dimensional mail--one included an ear of fresh corn!--pointed readers to
a web site with interactive ballpark graphics. Every time they used the
software on the site, they were automatically entered into a drawing for
monthly travel awards. The grand prize winner got an all-expenses-paid
trip to the 1999 World Series.
35% of the resellers came to the site and began using the software--five
times more than Cisco's initial projection. Now resellers are generating
their own quotes, bids, and contract renewals via the Web.