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Company: Goelitz Candy Co.

Programs: Sales
Program Types: Merchandise and travel offerings

Objective: The 103-year-old Goelitz Candy Co., famous for its Jelly Belly gourmet jelly beans, wanted to give independent brokers who sell its products an extra incentive above and beyond their normal commissions.

Eight years ago, the $100 million candy company launched a biennial cruise incentive program, which has generated consistent sales increases and helped build a unified sales force. Each cruise is developed through a cooperative effort by Goelitz's sales management and marketing teams. The company's regional managers then introduce the programs and keep excitement building throughout the year.

Each quarter, regional managers send their brokers a different piece of cruise-inspired merchandise, along with a reminder to reach their sales target. One package, for example, included a beach towel, a pail and shovel, and a note reminding brokers to "dig in." At the end of the sales cycle, eligible brokers received a Land's End flight bag embroidered with the Jelly Belly logo and a special note congratulating the broker and providing final details on the vacation.

Qualifying brokers then join their teammates and guests on a Royal Caribbean cruise vacation. Past trips have included seven-day cruises to the Western Mediterranean, Alaska, and the Caribbean.

Supplier: Royal Caribbean

Results: With annual Jelly Belly profit increases and a sales force that has quadrupled in size over the past 10 years, Goelitz plans to continue its highly successful cruise program.