It's a great American success story:

client (in this case, Target Corporation) asks for help motivating its front-line people to promote the company credit card. Agency team (including the copywriter, me) responds.

 

Our Ask Tell Sell program was based on a loose philosophy of "advertising to the team members." It included newsletters, posters, table tents and best of all, training videos. It was brilliant.

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You could tell it was brilliant because, coming out of our initial client presentation, everybody was walking about three feet off the ground. It was the first time I've ever known that a promotion would be successful before it began.

 

More importantly, the floor people told us so - they converted credit card enrollments for an immediate revenue increase of 15 percent.

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