| Title | For Leaders Only |
| Agency | Mower |
| Campaign | For Leaders Only |
| Advertiser | Welch Allyn |
| Brand | Welch Allyn |
| Posted | February 2004 |
| Product | Leaders Only |
| Business Sector | Medical Equipment |
| Story | Welch Allyn had big sales goals, but not a big sales force. To help leverage this medical device manufacturers sales power, EMA worked with the company to launch a unique incentive program that offered quick cash for hot leads. |
| Philosophy | Welch Allyn and EMA developed For Leaders Only the only incentive program that pays quick cash for leads not sales and that provides a sales rep to support the distributor rep on the call. To differentiate it from the multitude of incentive programs, EMA positioned For Leaders Only as a best-of-the-best club. Every year, a different theme conveys this exclusivity in an invitation, program kit, poster and ad. In its first year, For Leaders Only brought in over 4,000 leads. In its fourth year, nearly 14,000. More important, 46% of those leads led to demos and 38% converted to sales. |
| Problem | Distributor sales reps cover several brands and product categories that range from cotton swabs and tongue depressors to state-of-the-art vital signs monitoring systems. Many wouldnt act on leads for higher-end medical devices that they were unsure about selling on their own. |
| Media Type | Direct Marketing |
| Market | United States |
| Account Director | Chris Steenstra |
| Creative Director | Kevin Tripodi |
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