Using mailings as an incentive springboard: how Georgia-Pacific's two-tiered program drove plywood sales

Georgia-Pacific Corp (G-P), in 1990, launched a successful two-front marketing program to increase sales of its A-C pine plywood. G-P first sent 10,000 promotional pamphlets and samples of its product to lumber and construction materials companies across the US. G-P gave incentives to its sales personnel in the form of merchandise prizes for increases in sales generated. The program increased product volume by 35%.