According to Andrew Phillips, country manager for Hayes, the modem vendor is currently holding the biggest promotion in the Australian IT channel at the moment.
"Chill Out" is also the biggest promotion Hayes Australia has ever held. It will see twenty people from the channel flying to Lake Tahoe in the US as a reward for collecting the most points from selling Hayes modems.
Through the $150,000 promotion, Hayes is seeking to increase mindshare amongst its resellers and distributors - that is, loyalty to the company.
In Phillips' opinion, over the next two years, until analog modems phase out, there is a great market of "illiterate" customers. "Illiterate customers being buyers who have no brand knowledge and rely on sources such as 'literate' friends, the network manager at work and most importantly the sales person on the reseller floor."
The reseller will rattle off three brand names, Hayes usually last, after Netcomm and Banksia, he said.
"We want to give the shopfloor people a reason to at least mention Hayes, not necessarily to sell it but at least mention it in the shopping list," Phillips said.
There will be 10 resellers (five store managers and the top five salespersons) spending five nights in February at a resort casino, the package also including a four day lift pass for skiing.
For each Hayes modem sold between March 31 and June 30, the reseller will accrue 10 points. As an incentive, Hayes is sending out mystery shoppers to participating resellers. The mystery shopper will ask about modems and should the salesperson answer with Hayes they will get 1000 points; if they mention Hayes and another brand they get 500 points.
Resellers may still register for participation in the promotion by calling the Chill Out hotline: (02) 9929 0934.
Hayes will hold a second promotion this year starting in July.