Spoilt for Choice
Following the introduction of its Choices+ programme last year, Lassa is continuing with its plans to support distributors in Western Europe by introducing a new dimension to its Lassa Choice programme. The company’s latest addition comes in the form of the recently launched “Marketing Choices.”
In Lassa’s words, Marketing Choices is designed to help distributors maximise the effect of their own marketing communications programme. Marketing Choices includes information on marketing activities including advertising, direct mail and sponsorship through to the hosting of successful sales incentive campaigns and consumer promotions.
Another part of Lassa’s Choice programme is Choices+. Choices+ is a business development initiative designed to recognise and reward distributors for their loyalty to Lassa. The company has been running Choices+ for a year now and reports “remarkable results.”
According to the company, one of the benefits of Choices+ is that distributors can use this money to tailor their own local marketing initiatives. The distributors are given almost total freedom on how they use their Choices+ balance – subject to authorisation. This gives the distributors the flexibility to spend their earnings on activities that generate the greatest return in their individual markets.
Examples of how some business have used their funds include, trade press advertising, exhibition and events, local promotions, office equipment and annual gala dinners.
As Choices+ moves into its second year Lassa says it plans to offer even greater marketing support to their distributors. Part of this support will come in the form of new point of sale material.
New addition to the Lassa team
As well as introducing new programmes and furthering existing schemes, Lassa has appointed a new member to its team. Isabella Bardini joined Lassa towards the end of 2004 and has now successfully completed her training and a familiarisation programme. As the new marketing controller, her main responsibilities include: Developing and refining the ordering system, collecting and analysing key market and company information, supporting sales activity, particularly in Italy and Germany.
Ms Bardini is from Pistoia, Italy and gained her degree from the Universities of Pisa (Italy) and Freiburg (Germany). She speaks fluent German and English.