CHALLENGE

Transitions needed to energize its distribution channels to engage with and utilize its new global sales portal. This comprehensive online archive of brand and product resources impacts every level of the sales funnel and is the center of a broader push program. Our mission was to sell it in and make it work.

APPROACH

Look at the dynamics of the marketplace and apply quantitative audience research in the launch of a targeted, integrated B2B engagement campaign. In collaboration with the Transitions trade team, we developed, rolled-out and merchandised a national incentive program to thousands of sales professionals.

OUTCOME

At launch, the program saw significant enrollment and engagement, both with the incentive program itself and with the interactive resource portal that served as the central fulfillment center for hundreds of educational, sales and display tools. Success is driving expansion to include the global sales force.

RESULTS

2

enrollment goal

580

rewards redeemed in YEAR 1

14

POS displays dispensed

Connect For Success:
Driving Sales From
The Ground Up.

Transitions Connect supporting image. Person using telescope where the view is a portion of a pie chart.

INSIGHT

It’s not often we get the luxury of 30 years of institutional knowledge with the brands we serve. We have this with the Transitions trade team and it, coupled with focus groups and online surveys, supported the need for some manner of engagement, educational and incentive program. Insights into the needs of independent sales representatives and eyecare professionals helped shape the core program as well as marketing it effectively to and through those sales channels. Ongoing assessment of program metrics and channel effectiveness keeps the program evolving in reach and success to this day.

SOLUTION

Working in collaboration with the Transitions marketing team, we developed an integrated B2B engagement initiative branded Transitions Connect. At its heart, a points-based incentive program whose entire user experience can be managed and tracked from one online destination, which we created. This included our ability as coders to seamlessly integrate with and activate Transitions’ existing online resource fulfillment portal. We also developed an integrated activation program that leveraged traditional and online strategies to get the word out as well as drive measurable engagement and program sign ups.

Transitions Connect supporting image. Two people having a conversation from the left and right lens of a pair of glasses.

SOLUTION

Working in collaboration with the Transitions marketing team, we developed an integrated B2B engagement initiative branded Transitions Connect. At its heart, a points-based incentive program whose entire user experience can be managed and tracked from one online destination, which we created. This included our ability as coders to seamlessly integrate with and activate Transitions’ existing online resource fulfillment portal. We also developed an integrated activation program that leveraged traditional and online strategies to get the word out as well as drive measurable engagement and program sign ups.

There’s a good reason why we have such a good partnership with our team at The Basement. They strive to understand our brand, our customers and our intricate distribution channels. They have a talented team in whom we have a lot of trust. And they invest in our success with work – and a way of working – that delivers for us challenge after challenge after challenge.”

– Rose Harris, Sr. Associate Director, Channel Marketing,Transitions Optical

Data-informed, integrated national sales promotion influences engagement in support of a 30-year client relationship.

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Integrated, data-informed national sales promotion and branding.

Website
Interactive dashboard
Bomb-proof back-end integration
Display advertising
Email marketing
Direct mail
Program development & branding
Vertical trade advertising
Sales videos
Trade show support
Social campaign