Pioneer engaged dealers in incentivised European sales drive

Pioneer, which was established in Japan more than 60 years ago, develops and manufactures innovative products for hi-tech entertainment requirements - at home, in the car and in clubs. The company is market leader for professional DJ equipment (including digital turntables, CD players, mixers and headphones) for which it has a presence in nine European countries.

The challenge

Pioneer’s aim was to inspire its Selected Distribution (SD) dealers to focus on sales of professional DJ products throughout Europe. SD dealers are those distributor partners regarded as Pioneer’s elite sales teams, receiving a variety of benefits for their continued contribution to sales of Pioneer products. Encouraging dealers to be loyal to the Pioneer brand was another key objective.

Choosing an agency

Pioneer selected Performance Improvement agency River Marketing because of their strong incentive experience and their approach to driving results by making programmes personal, and communications targeted and exciting. There was also great chemistry between client and agency from the outset.