Diamond Design Program Shines for Elkay’s Bottomline
Elkay Manufacturing Co., a manufacturer of plumbing fixtures and accessories, has been making innovative products and delivering excellent, domestic customer care since 1920. Headquartered in Oak Brook, Illinois, Elkay expanded its commercial offerings over four decades ago, and today delivers world-class sinks, faucets, foodservice fixtures, water coolers, drinking fountains and award-winning rapid bottle filling stations. Additionally, Elkay Wood Products is one of America’s leading cabinetmakers in the marketplace, with industry leading brands that include Medallion Cabinetry, Mastercraft Cabinetry, Design-Craft Cabinetry, Innermost Cabinetry, Yorktowne Cabinetry, Woodbridge Cabinetry, Schuler Cabinetry and American Cabinetry Collection.
Elkay Manufacturing Co. wanted to encourage kitchen and bath showrooms to promote its products more aggressively while boosting its profile and market share.
MarketNet, a division of Interline Creative Group, specializes in managing spiff programs. MarketNet programmers designed the Web-based front end for Elkay’s Diamond Design spiff incentive program, and its sales support and fulfillment team administers the program, which enables showroom employees to receive cash rewards for selling specific Elkay products. In addition to creating elkaydd.com, which manages the process, MarketNet works with Elkay to reward showroom participants with rewards. Each quarter, Elkay determines the eligibility of products, along with how much participants can earn for selling them. MarketNet’s marketing writers and designers create and distribute direct mail and e-mail blasts on a quarterly basis to keep Elkay’s name in front of program participants and to publicize upcoming promotions and program updates. Participants e-mail, fax or mail their sales information to MarketNet, which compiles it according to Elkay’s specifications and then issues incentive checks based on earned rewards.
Through the Diamond Design incentive program, MarketNet has significantly improved the representation of Elkay’s products within showrooms. More than 5,500 showroom representatives and counting are enrolled in the incentive program, which has exceeded Elkay’s expectations, and feedback from participants has been overwhelmingly positive, especially regarding the fast delivery of incentive checks. Elkay continues to experiment with and expand the program to drive even greater results. Meanwhile, MarketNet is continually reinforcing Elkay’s position in the highly competitive kitchen and bath market.