Motivating Sales at Novo Nordisk |
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Motivating Sales at Novo Nordisk

Novo Nordisk turns to Performance Plus Marketing to build an incentive program to support the launch of its Diabetes medication, Victoza.

In today's troubled economy, keeping a sales force motivated to perform can be critical to the success of a business. That's why Novo Nordisk turned to Performance Plus Marketing [PPM] of Roswell, GA, to build an incentive program to support the launch of its Diabetes medication, Victoza. Given the young demographic of Novo Nordisk sales force, PPM created a unique program identity for the five-day launch of the incentive promotion called "Club V." The program was Web-based, with participants earning points for training activities. A custom-designed Website communicated and explained all activities, tracked each participant's progress, attractively displayed the awards, and handled all redemption functions.
"Club V was developed with a youthful audience in mind - specifically generation X and Y," said Wendy Wagner, vice president, client service, PPM. "Some of the key traits of these groups are that they are very tech-savvy, strive to balance work and life, are very focused on results, want work to include fun, and expect efficiency. The concept of Club V brought a little of the non-work life into the mix. The concept was actualized in both a virtual presence in the form of the Website, and a physical presence during an evening event at their national sales meeting."
Added to this was The Vault, which was positioned as an exclusive club, similar to a nightclub with a VIP-only guest list. Top performers were granted access to this club with their name appearing on the exclusive guest list. The Vault had a virtual and physical representation. There was an exclusive, VIP-access-only venue at the POA 1 evening event. While everyone attended the Club V event, only top performers got their name on the list and had access to The Vault, where they could enjoy specialized food and drink options and SWAG bags.
Results: One hundred percent of those eligible participated in the Club V activities and more than 95 percent of the sales force participated in daily quizzes for the opportunity to earn prizes. Overall, the launch event was a great lead-in to the sales force rewards program that continued afterwards. The campaign's success resulted in the Incentive Marketing Association's Circle of Excellence Award for Best Sales Incentive Program.