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Moen Hits Home Run With ''Bases Loaded'' Promotion

The program was built around a point system. Wholesaler showroom personnel earned one point for every two sales; counterpersons received a point for every six sales. Points were redeemable for merchandise from an "MVP Awards Extravaganza" catalog. The promotion encouraged plumbing contractors to earn MVP (Moen Valuable Plumber) status by purchasing fixtures and earning one award point for every eligible item bought. Contractors also entered a drawing to win a trip for two to the Plumbing Heating Cooling Contractors Tech Show in Las Vegas. A monthly sweepstakes motivated contractors to specify Moen products in proposals to builders and plumbing installers. Participants earned one drawing entry for each proposal faxed to Moen. Monthly winners received prizes ranging from cameras and TV sets to barbecue grills. A co-op program, entitled Counter Days, helped wholesalers conduct in-store incentive campaigns for counterpersons who recommended Moen to fixture buyers. Moen provided posters, ad slicks, invitations, and radio ad copy to support the program. Wholesalers offered a variety of incentive items for the Moen promotional catalog. For example, one company featured a Coleman jug with each purchase of six Moen faucets. A Grand Slam consumer sweepstakes featured a trip for two to the World Series as its grand prize. Magnavox TV/VCR units and Fuji 35mm cameras were awarded to second and third place winners