Producer Perks

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Company: LifeUSA Insurance Co.

Programs: Sales
Program Types: Merchandise and travel offerings

Objective: Recruiting new agents and motivating agents to increase sales ranked as the top two goals for LifeUSA Insurance Co. as it abandoned its cash-bonus policy in favor of travel and merchandise incentives.

To capture the attention of LifeUSA agents, awards had to be of high value, innovative, and flexible. The agents, primarily males in their mid-30's and up, are attracted to the latest gadgets and electronics. Also, awards had to appeal to novice agents as well as top producers.

So LifeUSA worked with MotivAction to create "Producer Perks," a four-color custom-merchandise and travel catalog. Agents received points for the products they sold. Bonus levels were also established. A sweepstakes drawing was held during a traditionally slow month to spur sales. Awards ranged from televisions and exercise equipment to electronics, sporting goods, and furniture.

Certificates could also be redeemed for travel, allowing agents to create their own dream vacation. Quarterly merchandise supplements added new items and excitement.

Supplier: MotivAction

Results: Was the program a success? Sales of LifeUSA's insurance annuities and the number of rollover premiums increased significantly. Total enrollments for the first year exceeded expectations by 228%. By the end of the program there was a 700% increase in enrollment above initial expectations. Issuance of 10,000 "Producer Perks" certificates exceeded expectations by 150%.