How registration software streamlines cash-back promotions

Polymus is a 360° agency that has specialized in complex, integrated campaigns using a variety of media since 1996. Polymus is part of the Arteria SA Capital Group.

We started working with them in 2012 by handling one of HP Poland’s conferences. Afterward, Kasia Dulemba approached us with the question of whether the event registration software could be adapted to accept applications for a cash-back promotional campaign.

How did the idea of using a registration system for a cash-back promotion come about, and why was it a "bull's-eye" solution? Today, in our interview, we talk with Kasia Dulemba, Account Manager at Polymus.

Tomasz Chrościechowski: I still have an email from August 29, 2012, which begins with the words: “Hello, I need an ASAP quote for the below project, because we have to start quickly!” In the further part of that message, you described the requirements for the system that was supposed to support the promotional action. The promotion was that an end user who bought a qualifying product could receive a refund or computer accessories. How did you come up with the idea of using the CONREGO participant registration system to manage the cash-back promotion?

Kasia Dulemba: The registration system is directly proportional to the quality of services provided by CONREGO... meaning top-level. From the very beginning, I was convinced that the registration standards could easily be transferred to the promotional system. You had my guidelines, the tool, the know-how, and—most importantly—the engagement. That was everything needed to tailor the product to meet the requirements of a cash-back type of promotion.

Tomasz Chrościechowski: Promotional campaigns such as cash-backs and sales campaigns organized for the partners of a major manufacturer are part of your daily work. Using a registration system automates the predictable portion of that work—i.e., accepting applications from promotion participants. How does the system help you process them further (examining proofs of purchase and verifying them)?

Kasia Dulemba: I remember the times when applications for most promotions were sent via email. Yes, it was a real challenge in terms of tedious handling. If a customer’s budget allows for the creation of a website with a registration system, the standard of service and day-to-day work goes up a notch. The system—because you’re attentive to the needs arising from the mechanics and rules—becomes a "tailor-made" tool. The applications are collected in one place; you can conveniently filter and verify them. The system displays them all in a straightforward way, both collectively and individually. There’s always a full range of functionalities for group actions like sending mass emails to participants, changing statuses, or removing incorrect registrations. When I open a specific registration entry, I can see all the information needed to decide if it’s valid, such as personal data, address data, contact information, and scans/photos confirming the purchase of the promoted product.

Tomasz Chrościechowski: For the promotional campaigns you manage, we always launch at least a small, but always responsive, website, which is an integral part of CONREGO. What is the role of such a website in this type of endeavor, and why is responsiveness so important?

Kasia Dulemba: The responsive promotional website is closely tied to the verification system, as it collects critical data in a straightforward way. The clarity of the website—and above all, the easy-to-use and legible registration form — are key to the campaign’s success. Responsiveness is a must-have standard; I can’t imagine a website not being responsive. Restricting the ability to submit a promotion application by using a non-responsive website would be a shot in the foot, since we want as much interest as possible.

Tomasz Chrościechowski: What problem do participants of the promotional campaigns you manage face most often, and how does CONREGO help you solve those issues?

Kasia Dulemba: People struggle with reading comprehension, which often results in incorrect completion of the registration form. They might enter a VAT ID number with the wrong number of digits or skip other essential form fields. In such situations, the system forces them to complete the process correctly and thoroughly.

Tomasz Chrościechowski: If you had to name a feature you think is missing from the CONREGO application or a process you’d like to handle more smoothly, what would it be?

Kasia Dulemba: Honestly, I can’t think of anything like that. So far, every need arising from the promotion’s mechanics has been reflected in a new system feature. Each new promotion brings new challenges, so I imagine there will be plenty of new features and processes to prepare in the future.

Tomasz Chrościechowski: In your daily work, you undoubtedly use various tools that help you achieve your goals efficiently and save time. Apart from the CONREGO registration system, which apps do you use day-to-day, and how do they affect your workflow?

Kasia Dulemba: One such tool is the internal accounting system created by Arteria (the Capital Group we’re part of). It allows us to manage revenues, costs, and legal services quickly and intuitively. In addition, many of our subcontractors have service and product catalogs that let me find the items I’m interested in, get a quote, and even see a mock-up with just a few clicks.

Tomasz Chrościechowski: Thank you very much for the conversation!

Effective cash-back handling by Polymus, using CONREGO, is a perfect example that our participant registration system can serve as a multifunctional tool and fully adapt to a client’s needs. We are proud to see that CONREGO can meet such diverse requirements.