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$10.00 May 2007

Brilliant Results

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www.brilliantpublishing.com

RELATIONSHIPS

May 2007 Vo l . 4 , N o . 0 5

Maritz,Inc.: Untapped Potential

CREATE CHANGE Incentives

Gift Cards

Jane Herod President, Motivation, Maritz, Inc.

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RESOURCES

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RESULTS


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C O R P O R A T E

Since 1987 the authenticity innovation and confidence continues...

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Contents

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Vol. 4, No. 05 18

8

24

COVER STORY 8 MARITZ, INC.: UNTAPPED POTENTIAL IS INSIDE EVERYONE

Brilliant Results speaks with Jane Herod, President, Motivation, for Maritz, Inc. about creating successful motivation and incentive programs.

features CREATE CHANGE 16

These two creative games help develop teamwork and will make your next meeting or event a standout success. By: Jim Waller IN PRAISE OF PRESENTS: WHY MERCHANDISE TRUMPS CASH 18

Businesses invest close to $28 billion annually in incentives. Review the latest research to help your company spend wisely. By: Rymax Marketing Services, Inc. GIFT CARDS: SOMETHING JUST RIGHT FOR EVERYONE 24

columns LET JEWELRY BE YOUR BEST SALESPERSON 36

WHAT MAKES AN INCENTIVE PROGRAM A WINNER? HOW ABOUT THE RESULTS! 28

Discover the reasons to consider jewelry as a part of a recognition program. By: Suzi Gattone

Read three successful case studies that demonstrate how a well-planned and thought out incentive program can be a big financial winner. By: Arnold Light, CTC

departments PUBLISHER’S LETTER 6 ADVERTISING INDEX 46 Get FREE information from this month’s advertisers

GOOD CALL: TIPS FOR EFFECTIVE TELECONFERENCES 38

.

Follow these tips to facilitate top-notch teleconferences. By: The Creative Group

Brilliant Results contacted a variety of gift card providers to give our readers a sense of want is available in this expanding arena.

THE LAST WORD 48 Brilliant Results asks Teri Llach, Blackhawk Network’s Group Vice President of Marketing and Product, about gift card trends.

SUCCESS STORIES 40 Brilliant Results presents real world stories from promotional and incentive winners.

WHEN CUSTOMERS FEEL EMPLOYEES ARE TRYING TO SATISFY THEM, CUSTOMERS SPEND MORE 30

OFF THE CUFF 50 A Quote & New Ideas

ENHANCED INCENTIVES: USING SHOW SPECIALS TO IMPROVE YOUR BUSINESS YEAR ROUND 44

Read this new study on internal marketing to discover the link between employee efforts and increased customer spending By: Forum for People Performance Management and Measurement HOW TO DEVELOP AN INCENTIVE PROGRAM 34

Follow this step-by-step approach to develop a successful incentive program. By: Incentive Marketing Association

Learn what can you do to get the most return on your show specials…sometimes giving a little can get you a lot! By: Susan A. Friedmann, CSP IT’S ALL PERSONAL 47 When it comes to incentives consider bringing the entire company on board. By: Dave Ribble

Cover photograph Courtesy of Maritz, Inc.

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How long does it take to become the best in the game? One phone call.

From a full-scale corporate golf outing to the simplest of requests, make one call and three global golf brands are working for you. 1-800-864-7231 or taylormadegolf.com/corporatesales

Š 2007 Taylor Made Golf Company, Inc. dba TaylorMade-adidas Golf Company. adidas, the 3-Bars logo, and the 3-Stripes mark are registered trademarks of the adidas Group.


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Publisher’s Letter PRESENTS…WHO DOESN’T LIKE THEM! What makes a present the Best? Why when you select it or when someone cares enough to make sure it is just right! Bring on the Presents…Bring on

RELATIONSHIPS | RESOURCES | RESULTS

9034 Joyce Lane Hummelstown, PA 17036 Ph: 717.608.5869 Fax: 717.566.5431

PUBLISHER / ADVERTISING Maureen Williams-Berman maureen@brilliantpublishing.com 541-788-5022

the Results! This month Brilliant Results is a present for those about to present. We spoke to the experts from Jane Herod, President, Motivation, Maritz, Inc., the world's largest source of integrated performance improvement with over 100 years practicing the science and art of people. To Teri Llach, Group Vice President of Marketing and Product for Blackhawk Network, a subsidiary of Safeway Inc, a market leader in

EDITORIAL Editor in Chief MaryAnne Morrill Senior Editor Michelle Donofry Style Editor Charity Plata

card-based financial solutions and the largest provider of third-party

Asst. Editor Mildred Landis

prepaid cards. We checked out some gift cards and brought you a

Contributing Writers

selection for everything from gas to gourmet. We get to the heart of the matter with the latest research from why merchandise trumps cash to why customers spend more where employees strive to satisfy. Then there are the case studies and the success stories. And as if that wasn’t enough there are the challenges to build teamwork and make your next meeting or event create positive change. Add nine tips from the Incentive Marketing

The Creative Group, Forum for People Performance Management and Measurement, Susan A. Friedmann, CSP, Suzi Gattone, Incentive Marketing Association, Arnold Light, CTC, Dave Ribble, Rymax Marketing Services, Inc., Jim Waller

Cover Photograph Courtesy of Maritz, Inc.

Association for creating a successful incentive program, throw in some new product ideas and you have a present that will keep on giving for months to come. So if your company needs motivating, rewarding or just a bit of teambuilding, sit back, relax, and unwrap this month’s present and … Have A Brilliant Day,

Maureen Berman Publisher maureen@brilliantpublishing.com 541-788-5022

262467 Brill492

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PRODUCTION / DESIGN Art Director Percy Zamora Brilliant Results is published monthly by Brilliant Publishing LLC, 9034 Joyce Lane Hummelstown PA 17036 (717) 608-5869; Fax# (717) 566-5431. Postage paid at Mechanicsburg PA and additional offices. POSTMASTER please send address changes to Brilliant Results, 9034 Joyce Lane, Hummelstown PA 17036. Volume 4. Number 5. Brilliant Results subscription rates: oneyear $120; Canadian $160 USD; one-year foreign $225 USD. All subscriptions are non-refundable. Copyright © 2007 Brilliant Publishing LLC. All rights reserved. The publisher reserves the right to accept or reject any advertising or editorial material. Advertisers, and/or their agents, assume the responsibility for any claims against the publisher based on the advertisement. Editorial contributors assume responsibility for their published works and assume responsibility for any claims against the publisher based on published work. No part of this publication can be reproduced in any form or by electronic or mechanical means, including information storage and retrieval systems, without written permission from the publisher. All items submitted to Brilliant Results become the sole property of Brilliant Publishing LLC. Editorial content does not reflect the views of the publisher. The imprints, logos, trademarks or trade names (Collectively the “Marks”) displayed on the products featured in Brilliant Results are for illustrative purposes only and are not available for sale. The marks do not represent the implied or actual endorsement by the owners of the Marks of the product on which they appear. All of the Marks are the property of the respective owners and is not the property of either the advertisers using the Marks or Brilliant Results.

www.brilliantpublishing.com


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FOCUS

Maritz Inc.: Untapped potential is inside everyone.

An incentive program is about much more BR: Jane, how did you become associated than awards; it’s a comprehensive solution with Maritz Incentives? designed to generate measurable results JH: Actually three years ago they were looking for someone to head their incenand Maritz Inc. believes in raising expectations tives group and they recruited me. Being for employee incentive and recognition from St. Louis, I have known of Maritz my programs. At their core, incentive and whole life and they are a fairly big employer recognition programs must address the here, so it all just worked out. business issue at hand as well as the inherent Jane Herod differences in people. Everyone is capable of President, Motivation, Maritz, Inc. BR: In your opinion what is the most adding value, each person in his or her own important service Maritz offers its clients? way. They simply need that extra nudge. JH: We really offer a collection of services and they Maritz brings decades of experience and a unique perspective to its motivation programs, whether the all center around helping companies improve their goal is to motivate employees, channel partners or a results through their people. We have gone through combination. They recommend awards that fit the a lot of years of 6 Sigma, CRM, outsourcing…those objective and the audience, but that is only a small kinds of tools that companies use to increase their part of the picture. Initial assessment, program results and make things more effective. I truly design, communications, tracking and reports, believe that, especially now, that human element can analysis and ongoing project management ensure really be a differentiator and may just be the next big that the incentive programs they develop stay fresh, ticket to sustainable competitive advantages for companies. Everything that Maritz does really falls truly motivating and successful. Recently, Brilliant Results had the opportunity to within Understanding, Enabling and Motivating peofind out a little bit more about Maritz’ methods and ple...that is really our mantra and everything falls the secrets behind their successes when we spoke into one of those three buckets. with Jane Herod, President, Motivation. In her role, BR: What are the major components involved in Jane is responsible for bringing the best and most innovative solutions and resources to bear to the design/creation of an employee incentive or address client’s performance improvement needs recognition program? JH: First, an Assessment and Analysis… what do and monitoring client satisfaction to identify and we want to do…where are you right now…what are address areas for improvement.

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“Maritz brings decades of experience and a unique perspective to its motivation programs, whether the goal is to motivate employees, channel partners or a combination.� www.brilliantpublishing.com

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Memorable. Motivational. Make no mistake Run Through the Warehouse. What if you ran an incentive program in which the winners could select their prizes from a warehouse of merchandise? Where top performers were given a chance to load up a shopping cart with everything from electronics to leather goods, hand tools to sports gear? “Wow!” is right. A Run Through the Warehouse is an unforgettable experience. Regardless of budget, this unique event recognizes top performers, delivers unmatched “trophy value,” and encourages teamwork in a way no other incentive award can. Product An exclusive product of Maritz Incentives, the Run Through the Warehouse is a “grab n’ go” merchandise award. Qualifying participants travel to our headquarters in St. Louis, Missouri, where teams are given one minute to race up and down the warehouse aisles, picking and pulling what they can, as fast as they can. This exciting award option features: a mountain of merchandise, an enthusiastic crowd of onlookers, welcome banners, balloons, pulsating music, package handlers, a referee, cheerleaders, and sixty seconds on the clock. Once the gun sounds, the craziness begins. Runners rush from aisle to aisle in a mad dash to collect as much stuff as humanly possible. High-end gadgets. Golf clubs. Outdoor grills. Televisions. DVDs. You name it, it's there. Value A Run Through the Warehouse represents a significant departure from traditional travel and merchandise awards. It’s different, and that’s why participants like it. Plus, it’s an event that can accommodate a variety of budgets and rule structures. If your incentive program needs a shot of energy – a Run Through The Warehouse can stimulate results. It’s memorable, motivational – and make no mistake – it’s a real “must-have.” Features • Top-quality merchandise • Themed decor • Travel • Professional photographer • Refreshments • Ground transportation • Flexible award structure Benefits • Outstanding team building • Generates excitement among the participants • Fits any budget • Encourages maximum program participation • Provides a memorable experience • Delivers "trophy value"

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any special obstacles. That leads to the Design Phase where you are looking at rule structures to reach those goals…are you looking at just your top performers – to recognize them…are you trying to put a structure in place that moves that middle part of the sales people up a notch. Then comes a very, very important element that is communication and some programs do not have enough of it and that can really hurt the program. From a participant’s perspective, you really need to answer 5 Questions: 1. What do you want me to do? 2. Why is it important? 3. How do I do it? 4. How am I doing? 5. What’s in it for me? I think that the communication piece is really important and you need to use different media…e-mail, text messaging, print... you need a mix. The next element would be awards. Obviously, they have to be motivating and meaningful to each participant and that gets more difficult as the workforce gets more diverse. And then Quarterly Analysis…we like to go back at least quarterly and look at… how are things going…should tweaks be made. And lastly most of our programs are on some type of technology platform that facilitates the coordination. BR: I noticed that you mentioned e-mail in the communication phase and we have noticed in publishing that a lot of people are saying, “I want to reach them by e-mail...an e-mail blast.” But, we are almost coming to the conclusion that because there is so much of it out there, it is not as effective as some of the other media. JH: Absolutely, I think a number of years ago a lot of clients wanted to just go to e-mail because it’s cheaper. But, we have found in studies we have done, that it’s important to reach them in different ways at different times…print… even sending stuff home to get the family involved…now there is text messaging if you are talking about sales people, because they’re in their cars or on airplanes…it really should take a variety of forms depending on the people. BR: How do you align an incentive program with a corporate brand or image? JH: We actually talk about that a lot when we talk about overall employee engagement programs. The key is that you www.brilliantpublishing.com


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Incentive Program Solidifies Dealer Rep Relationships After Company Merger Situation Upon completing their merger, Konica Minolta set their sights on becoming a tier one supplier in the heavily competitive office products marketplace. However, they faced post-merger challenges due to overlapping distribution, some parts shortages and not enough direct sales personnel to support themerged dealer channel. Uncertainty caused many former Konica and Minolta dealers to hold back on orders and take on additional competing product lines. The client hoped that by aligning their programs and offering dealers a significantly improved opportunity for rewards and benefits, they could realize their high expectations for post-merger growth. Solution Initially the Client requested a dealer sales rep activity. After fully reviewing their needs we recommended a multi-year approach to generating dealer loyalty and improving dealer operating efficiency. A total alignment of their dealer incentive program, along with their dealer sales rep/manager program, was proposed. In that regard, Maritz not only recommended rewards for dealer sales reps, but also included growth and discretionary rewards for dealers, rewards for their own district sales and regional managers and both top level and dealer annual travel rewards. The first step was to demonstate the new company’s commitment to the dealer reps. Maritz developed the adVantage program, a points-based incentive program that would allow dealer reps to earn a wide range of rewards. Points are loaded on an exclusively yours® card that can be redeemed at more than 150 participating merchants, through retail, catalog and web providers and from the Maritz exclusively yours® rewards collection, as well as the opportunity to win top performance travel rewards. As market conditions changed, quarterly promotions were added to support sales of specific products. These spurt programs rewarded points for the completion of training modules as well as product specific sales. Participants were able to track their progress on a dedicated website. Reports were also available for Konica Minolta to track progress across the entire dealer population. Results • In the first six months of the program, Konica Minolta participating dealer sales were up 12 percent in a flat market and they had achieved second ranking in color sales. • Claims and dealer participation were up significantly. • Program results provided the opportunity to analyze dealer and rep data to recommend changes and quarterly product focus. • Program rules have also produced a week-over-week increase in the frequency of claims during spurt periods. • Recent spurt programs have resulted in product specific sales increases ranging from +88 percent to +115 percent over non-spurt periods.

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have to align the behaviors that you are rewarding to the brand promise and image as well as determine exactly what behaviors support a company’s overall business goals …so, being very specific around what behaviors you expect and then rewarding those behaviors. BR: In your opinion, what is contributing to the growing trend to use gift cards in incentive/recognition programs? JH: I think the bottom line is they are easy to buy and distribute. Although, I would caution that if they are not coordinated through a centralized program, you might not always be using them to reward the most effective behaviors that align with your brand promise. It is very easy for managers to go out and buy gift cards and they may or may not be using them the way that the corporation would align the programs if they were coordinated centrally. That is a concern and I think another concern is if they just sit in someone’s drawer, sometimes they are just forgotten about, they go dormant…They’re easy and they can be effective, but there are a couple of cautions. Another thing is that they normally are only good at one place. That would be the other thing that I would think about from a program perspective is that, especially with today’s diverse workforce…one size doesn’t fit all. We have a very definite award effectiveness point of view that focuses on identifying the most motivational rewards for individuals. BR: Yes, it is not a homogenous workforce any longer. JH: We have actually come out with a motivation-profile predictive tool that goes to both tangible and intangible things and what motivates people. I think that is going to be the biggest challenge that all of us have in the future is managing and motivating that diverse workforce. What motivates a 40-yearold mother of two is very different than what motivates a 27-year-old single male. BR: Of the incentive/recognition programs Maritz has developed, which one(s) do you feel is the most notable/recognizable and what was the key(s) to its success? JH: I can think of several. One that comes to mind is a major bank and this is www.brilliantpublishing.com


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“Maritz coordinated and integrated their programs and aligned them with their corporate goals and they saw results of a 70 percent increase in employee satisfaction and a 50 percent cut in turnover, which was huge for them.”

an overall employee recognition and engagement program. Previous to working with us they had a lot of programs out there because they had made a lot of acquisitions. Maritz coordinated and integrated their programs and aligned them with their corporate goals and they saw results of a 70 percent increase in employee satisfaction and a 50 percent cut in turnover, which was huge for them. Another one I can think of is a sales incentive program that was developed for an office equipment supplier that went through several channels to sell their product. They actually wanted to move the middle. They had always rewarded their top performers and you always want to do that, but they said, “What can we do to move the middle part of our sales partners up a notch?” We segmented their channel network into four segments and put different rule structures in place for each of those segments. The biggest story is in the smallest dealers. Those are either Mom and Pop type places or could be large dealers that focus on a different brand. They targeted those small dealers to increase their sales 12 percent and they actually incrementally increased 60 percent and overall as a company they grew over 7 percent in a flat market. They were thrilled with that program. One other program we have is helping international companies boost employee and sales force performance worldwide by tailoring employee reward selection by region and country, taking into account the native language and culture. Maritz has partnered with a network of rewards solution associates throughout the world that provide the on-the-ground expertise necessary to identify the right rewards and tailor programs for different cultures. Another focus we’ve had in overall recognition programs is focusing on the importance of that

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middle manager. That middle manager needs to be trained on how the program will benefit them and how they can effectively motivate their people. BR: What suggestions can you offer organizations that are trying to implement a successful continuous improvement process? JH: I think you have to start with the end in mind; you have to know what you want to achieve. You have to do the assessment and analysis. And then you need to do that analysis along the way. Tweak it as you go and keep it fresh. Communicate effectively and often. We also know that the more you communicate the more effective a program is. A Maritz Poll found that only 33 percent of employees who received communications regarding program guidelines only at the start of the program said they were happy with their program versus 66 percent who received communications weekly. Finally, right award choices are really important to motivate employees to higher levels of performance. BR: What, in your opinion, makes a promotional or incentive product successful? JH: Obviously it needs to drive employee performance improvement so it needs to motivate the person. Again, one size can’t fit all anymore. You have to understand your group almost down to the individual level and what motivates an individual. BR: Do you have any final thoughts or advice for our readers? JH: I am very passionate about the changing workforce. As we see Boomers leave and Generation Y come in…first there is going to be several years of, I believe, a talent shortage as the Boomers exit. The Y’s do rival the Boomers in numbers, so they are going to be a force. It's going to change the way we manage and motivate people because they’re more team based…they have a whole different way of thinking. BR: Do you remember the last promotional or incentive product you received and from what company you received it? JH: Of course I received it from Maritz! We do practice what we preach and we have internal programs that we give points that you can accumulate and use as gift card or go to a catalog, and I bought a leather jacket. • www.brilliantpublishing.com


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BY: JIM WALLER WHEN FACED WITH THE CHALLENGE of putting together a meeting sometimes coffee and Danish aren’t enough to get the ball rolling. When you’ve gone to the trouble and expense of assembling a meeting or conference, you want to ensure that participants are energized and ready to work. Mega mergers. Globalization. Telecommuting. The advances in modern business present tough

new challenges for managers, communicators and meeting planners. How do you bring together people separated by geography, culture and corporate background? As an example, a corporation with many branches may want to bring its geographically separate staffs closer in spirit or an association with a single office may be concerned about morale and coopera-

HERE ARE TWO FRESH APPROACHES T

Chariot Challenge

design & innovation

Teams are encouraged to pull together in this inspiring challenge which combines the skills of creativity and communication.

key business benefits supports strategic planning visualising the future promotes problem solving reinforces creative thinking high energy create brand awareness fun!

Boadicea saved England on one. Charlton Heston won a famous race on one…now teams can create their very own chariot of fire. This imaginative challenge sees teams building a life-sized Roman or Celt chariot from huge sheets of cardboard while working from blueprints with demanding specifications. Simultaneously, smaller groups operate on various allied tasks before the vehicle is finally assembled. As with any large-scale build, operational success means co-ordinated team effort, effective communication and a big dose of lateral thinking and creativity. Teams then put their personal stamp on their chariots customising them with dazzling designs or they can choose to make a statement with their corporate logos, strap-lines and colours.

840

The outcome is either a chariot race with the emphasis on mobility rather than speed or a Gladiator themed parade with a colosseum atmosphere. Chariot Challenge is a truly memorable way to encourage team ingenuity, an energised atmosphere and good-natured competitiveness at a conference!

numbers

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20 unlimited

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competitive or collaborate Catalyst Insiders’ Guide

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tion. An organization may have a new product, campaign, or vision and wants to encourage staff buy-in. These are just a few scenarios that can be helped by team-building sessions in meetings and conferences. Some activities bring hundreds of people together as one team, others create competition between teams, and some do both - all depending on what your goals are. Sales people, for example, are very competitive and need to see winners in their activities. But, the point is creating winners, without losers. Over the past 20 years, Catalyst Events has been

asked to design and deliver hands-on experiences for groups of 10 to 10,000 that develop high performance teamwork and enhance your meeting message. Team events, conferences, sales and training programs should all take on a fresh look in order to keep your team attentive. Team activities must be much more than fun – they must reflect your business, your goals, your brand and your values. Jim Waller is President of Catalyst Events, America. For additional information visit www.catalystevents.com

S TO TEAM DEVELOPMENT PROGRAMS:

Big Picture

art & fashion

It’s a frame up! Teams brush up on their artistic skills, creating a masterpiece of epic proportions. All they need in the ‘Big Picture’ approach…

key business benefits supports strategic planning develops networking skills visualising the future creates brand awareness celebrates success encourages problem solving changes attitudes reinforces creative thinking unifies the group offers review and reflection shared experience fun!

Legendary 20th century artists have been selected for this amazing challenge…the likes of Leger, Miro, Picasso, Hockney, Casimir and Dekker. Crucially, this project is also supremely flexible and can be tailormade to meet individual company aspirations. Instead of a stunning Hockney, the team could re-create a company advertising image or a painting that reflects a corporate identity. And the proportions are still epic! Whatever is demanded of our outstanding designers, they can produce an exciting alternative. Armed with brushes and paint, our intrepid artists will discover that each giant canvas has been separated into smaller sections, each team of delegates being allocated to a particular area. This is where the Big Picture approach is so important, because delegates will quickly realise that if the finished work is to be successful, they will have to CO-OPERATE rather than COMPETE. This is all about sharing and communicating, making sure each section of canvas fits perfectly. And so to the great unveiling ceremony! For an added dimension, it could have also been painted in a 3D effect which is only revealed with 3D glasses at the end! There will be cheers, applause and whoops of joy as our latter-day Picassos recognise the scent of their joint success and how BIG things can be made to happen through working together. Later, the completed masterpiece can be displayed back in the office as a lasting and telling testimony to teamwork.

numbers

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location

approach

8unlimited

1½ - 2 hours

indoors or outdoors

collaborative

Catalyst Insiders’ Guide

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In Praise o Presents: Why Merchandise Trumps Cash BY: RYMAX MARKETING SERVICES, INC. REMEMBER WHEN YOU WERE A KID and feeling that indescribable rush right before tearing into a colorfully wrapped present? As adults, we still feel the same surge of anticipation when given a gift. (And why not? We’re just grown up children, after all.) In the business world, the feeling may be suppressed in the name of “professionalism,” but that makes the unexpected, thoughtful gift even more appreciated, and the act of giving a gift more powerful. When it comes to motivating colleagues or showing gratitude, these exhilarating feelings, physiologically real adrenaline rushes, simply cannot be inspired by cash, and there’s research to prove it. Just consider the last time you received a fantastic gift and the last time you were given cash. If you’re like most of us, the gift made a far greater impact than the money. And

you actually remember what the gift was and who gave it to you. Businesses invest a great deal of money in incentives, close to $28 billion annually. In years past, incentive decisions were often a guessing game for program planners and when they hit on something that worked – like watches, for example – they stuck with it year after year. Watches are wonderful incentives and gifts, of course, but the options today are so plentiful and varied it’s often prudent to look further, especially since recipients’ expectations have evolved over the years. Existing research can help planners and HR personnel make educated choices about how to motivate, inspire, thank and reward different generations of employees, channel partners, vendors, customers and colleagues.

“Existing research can help planners and HR personnel make educated choices about how to motivate, inspire, thank and reward different generations of employees, channel partners, vendors, customers and colleagues.”

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The Research MOTIVATE WITH MERCHANDISE In 2005, the Incentive Federation spoke with business owners, senior managers, and sales and marketing executives at manufacturing and service companies about their incentive programs for its Survey of Motivation and Incentive Applications. Researchers found, among other things, that to motivate and reward, merchandise incentives are more compelling than cash. In particular: • Four of five respondents said merchandise awards are remembered longer than cash awards. • 60% of respondents said employees view cash as compensation. • Moreover, more than half of respondents (53%) say that employees tend to look at bonuses as something they are due. These responses should make every program planner think twice when they’re about to allocate significant portions of their budgets to motivational programs and awards. Researchers for the Incentive Federation study probed the question ‘Which merchandise items are used most often for business programs?’ and the responses revealed that gift cards and electronic items are hands-down the most popular merchandise items for all business motivation and award applications. And researchers were able to break it down even further: 1. Writing instruments, food/beverage, apparel and timepieces are popular for consumer promotions; 2. Food/beverage, timepieces, apparel and sporting goods are popular for dealer incentives; 3. Plaques/trophies, timepieces, apparel and food/beverages are popular for sales incentive programs; 4. Plaques/trophies, timepieces and apparel are popular for non-sales employee awards.

These are the types of rewards that companies would be most likely to use in four major incentive categories, according to the 2005 Incentive Federation Study.

CONSUMER USED PROMOTIONS 1. Gift certificates/gift cards 2. Electronic items Cameras and accessories Computers, accessories, software Home entertainment Telephone-related 3. Writing instruments 4. Food & beverage 5. Apparel 6. Watches & clocks 7. Plaques & trophies 8. Tools & flashlights

58% 19% 28% 15% 9% 32% 31% 30% 25% 25% 25%

DEALER INCENTIVES 1. Gift certificates/gift cards 2. Electronic items Cameras and accessories Computers, accessories, software Home entertainment Telephone-related 3. Food & beverage 4. Watches & clocks 5. Apparel 6. Sporting goods

49% 22% 30% 14% 7% 27% 24% 24% 24%

SALES INCENTIVES 1. Gift certificates/gift cards 2. Electronic items Cameras and accessories Computers, accessories, software Home entertainment Telephone-related 3. Plaques & trophies 4. Watches & clocks 5. Apparel 6. Food & beverage

59 28% 40% 25% 14% 39% 36% 32% 31%

NON SALES EMPLOYEE AWARDS

“Researchers for the Incentive Federation study found that to motivate and reward, merchandise incentives are more compelling than cash.”

1. Gift certificates/gift cards 2. Electronic items Cameras and accessories Computers, accessories, software Home entertainment Telephone-related 3. Plaques & trophies 4. Watches & clocks 5. Apparel 6. Food & beverage

62% 24% 22% 22% 14% 48% 40% 37% 30%

Source: Incentive Federation Study 2005

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“For practically all objectives, managers prefer non-cash employee recognition programs.” MANAGERS PREFER NON-CASH AWARDS In a related 2005 study, the Forum for People Performance Management and Measurement found that non-cash award solutions are highly effective to motivate and influence behavior, especially when they are strategically matched to specific business goals. Entitled Awards Selection Study: Insights From Managers, this study sheds light on the efficacy of 12 distinct motivational tactics used by HR and marketing managers across many industries to achieve 10 specific organizational objectives. Interestingly, the study of 235 managers reveals what they believe motivates employees most, not necessarily what is most efficient for the organization or what recipients might choose as their preferred motivational tactics. For practically all objectives, managers prefer non-cash employee recognition programs. These organizational objectives include reinforcing organizational values/culture; creating positive internal communications/buzz; improving teamwork; increasing customer satisfaction; motivating specific behaviors/ tasks; and increasing retention/loyalty.

WHY ARE TANGIBLE INCENTIVES BETTER? A more psychological analysis of the merchandise/cash equation is explored in The Benefits of Tangible Non-Monetary Incentives sponsored by the Incentive Research Foundation (formerly the SITE Foundation) a few years ago. Dr. Scott Jeffrey, assistant professor in the Department of Management Sciences at the University of Waterloo in Southwestern Ontario, discovered four psychological processes that influence participant perceptions of merchandise incentives. Dr. Jeffrey defines these processes as: • EVALUABILITY: Non-cash awards are more difficult to attach a monetary value to, so when participants focus their thoughts on the positive attributes associated with the award, it is ascribed a higher value. • SEPARABILITY: Cash incentives tend to be aggregated with overall compensation. Non-cash incentives tend to be kept separate from compensation, thus standing out as rewards for performance.

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“A bit of research into what your employee is interested in or simply wants or needs can evoke a large number of merchandise ideas to fit your budget.” • JUSTIFIABILITY: When a noncash award is something that a participant would not purchase

with cash on his or her own, the participant can justify the award. Being able to justify the award

means it has greater power to be motivational. • SOCIAL REINFORCEMENT: Non-cash incentives have trophy value and are more likely to be acknowledged than cash. Because of the social taboos associated with discussing cash, it lacks the trophy value and social reinforcement attributes which increase the perceived value merchandise awards.

THE MERCHANDISE IS THE MESSAGE The bottom-line on merchandise incentives? Let’s go back to our opening statement. That feeling of anticipation followed by immeasurable amounts of happiness after opening a gift really hit the mark. Kindling that feeling in a recipient may take a little more time and effort than simply withdrawing money from the bank and stuffing it in a cash holder. But isn’t your employee (or colleague or sales person or customer) worth it? A bit of research into what he or she is interested in or simply wants or needs can evoke a large number of merchandise ideas to fit your budget. Your gesture and generosity of spirit will speak volumes about your thoughtfulness for years to come. A bit of research into what your employee is interested in or simply wants or needs can evoke a large number of merchandise ideas to fit your budget. Rymax Marketing Services, Inc. is one of the largest luxury brand representatives in the incentive industry. For more information about Rymax visit their website at www.rymax.com.

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Gift Cards:

Something Just Right for Everyone COMMON SENSE DICTATES that the best award or incentive is always what the program participants really want and not what the program buyer thinks they would like. However, changing workforce demographics and employee lifestyles challenge employers to understand those varying preferences. Recent research is also showing a tendency for organizations to view their employees as a potential profit center rather than as a cost center. This mindset change is leading business executives to become more focused on providing a culture of recognition within the organization and as a part of their business strategy. Savvy companies realize their employees want to feel that what they are spending the majority of their waking hours doing is making a difference. They also understand that recognizing and rewarding those employee efforts can have an amazing impact on their

employee’s willingness to perform at an even higher level. Since one size does not fit all in today’s dynamically changing workforce, successful organizations are constantly seeking ways to insure that their program participants receive things they really want. One way that companies are meeting that challenge is through the use of gift cards or gift certificates. Thus, the availability and variety of gift cards is growing exponentially. This month Brilliant Results contacted a variety of gift card providers to give our readers a sense of want is available in this expanding arena. So whether it’s a book or a bath, a treat for the tummy or a new hairdo, decorating the home or pitching a tent, or just having the gas to get where you want to go one of these gift cards or the hundreds of other available cards could be just right for your next recognition program.

Barnes & Noble A Unique Benefit of our Gift Card is… good both online and in stores. The Latest Gift Card Trend is… the rapid expansion of 3rd party sales BARNES & NOBLE CORPORATE GIFT CARD SPECIFICS: • Use and Availability: Barnes & Noble Gift Cards may be used at any Barnes & Noble store nationwide and online at Barnes & Noble.com (www.bn.com). Gift Cards may also be used at any Barnes & Noble College Bookstore location, B. Dalton Bookseller, Bookstar and Bookstop store. Gift Cards do not expire and there are no dormancy fees. • Cost Break: Orders over $1,000 receive a bulk discount. • To Purchase: Barnes & Noble Gift Card Corporate Sales www.bngiftcards.com.

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Bath & Body Works

Cabela’s, Inc.

A Unique Benefit of our Gift Card is… Gratitude is Gorgeous at Bath & Body Works, with our exclusive Signature fragrances, the most sought-after names in beauty and irresistible luxuries for bath, body, home and hair, a Bath & Body Works gift card is the ticket to ultimate pampering. It all adds up to one beautiful way to say thank you! Use them online, on the phone or in our stores. The Latest Gift Card Trend is… to reward outstanding employees and loyal customers with the best in beauty.

A Unique Benefit of our Gift Card is… Cabela’s, the World’s Foremost Outfitter, is the leading direct marketer, and pre-eminent specialty retailer of hunting, fishing and outdoor gear. Founded in 1961, and headquartered in Sidney, NE, Cabela’s has grown into one of the most well-known, successful and trusted outdoor recreations brands in the world. Cabela’s Gift Cards are redeemable for a lifestyle. Cabela’s has over 250,000 quality outdoor products for hunting, fishing and camping. Our Gift Card is used Successfully… in the Business-to-Business arena with companies for safety programs, loyalty programs and reward programs. Our incentives are a great fit for all industries.

BATH & BODY WORKS GIFT CARD SPECIFICS: • Use and Availability: Our gift cards do not expire. They are available in denominations from $25 - $250.00. There is no fee charged for dormancy. • To Purchase: Bath And Body Works Gift Cards www.bathandbodyworks.com/giftCards.

Darden Restaurants, Inc.

A Unique Benefit of our Gift Card is… The Darden Restaurants Gift Card is redeemable at any Red Lobster®, Olive Garden®, Bahama Breeze®, or Smokey Bones® restaurant in the U.S. One card that offers 4 distinct dining options is not only unique but, eliminates the need to inventory multiple card types or oversized premiums. Our Gift Card is used Successfully… by over 800 corporate customers who incorporate the use of our gift cards as an incentive premium, whether they are rewarding their employees for a job well done or simply saying “thank you” to their top customers. The Latest Gift Card Trend is… the increased distribution of gift cards in 3rd party retail locations. These types of programs allow consumers the flexibility of “onestop” shopping. Currently, Darden Restaurants Gift Cards can be purchased at top tier retail locations, such as Wal-Mart, CVS, Walgreen and Safeway grocery locations, just to name a few. Darden Restaurants Gift Card Specifics: • Cost Break: We offer competitive discounts on bulk purchase orders. • To Purchase: For more detailed information, please call 800-642-7336.

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CABELA’S GIFT CARD SPECIFICS: • Use and Availability: Easy ordering process and quick delivery - Custom packaged for a great presentation - May be redeemed over the phone, online or at any Cabela’s retail location • Cost Break: Available in any dollar denomination - Discounts available • To Purchase: Our Business to Business Division will work with you on streamlined incentive and promotional programs offering personalized merchandise or gift cards. For more information visit www.cabelas.com.

Gourmet Gift Cards

A Unique Benefit of our Gift Card is… End-Users (Buyers) can purchase our Gourmet Gift Cards (called i-Cards(TM)) in any monthly shipment interval they desire (1 shipment, 2 monthly shipments, 3 monthly shipments, 6 monthly shipments, 12 shipments, etc) and the Gift Card recipients can then select their favorite gourmet selection(s) from any of our 6 different high-end gourmet product lines and the recipient can also select exactly what month(s) they wish to receive them. Our Gift Card is used Successfully… by hundreds of different companies looking for convenience, extreme versatility and delectable products that everyone will enjoy. As our clients tell us, “The only thing better then giving i-Gifts, is receiving them”. The Latest Gift Card Trend is… (for Gourmet Gifting) is that Buyers & recipients never have to worry about “Lost” cards and the administrative process/hassle of replacing them. Our i-Cards are all redeemed right up front (1 shipment to 12 shipments) via our 800 # or our new state-of-art Instant Online Redemption(TM) website. Once redeemed, the card can be discarded. We do not “load” any $$ on our cards - their value is in their gourmet monthly shipments. GOURMET GIFT CARD SPECIFICS: • Use and Availability: Can be used in any program and are especially powerful in points catalogs (printed or online). Availability is 3-5 working days. Our i-Cards never expire. • Minimum Quantity: minimum is one (1) shipment (gift card); the price per Gift Card is $41.50 per gourmet shipment (includes all shipping & handling). Buyers can load as many monthly shipments on a card as they desire. • Minimum Dollar Value: we deal in monthly shipment, not dollar value. • Cost Break: No. • To Purchase: For more information visit www.gourmegifting.com.

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Gift Cards

Something Just Right for Everyone Linens ‘n Things

Hallmark Insights

A Unique Benefit of our Gift Card is… Hallmark Insights’ Premiere Choice® Awards and Reward Choice Certificates® can be redeemed for gift cards to more than 350 local, regional and national merchants. Our online incentive solution with the Hallmark touch provides meaningful, memorable and measurable programs that achieve your company’s corporate objective for your employees and customers: • Make a powerful connection between you and your employees or customers. • Reinforce desired employee behaviors, or create a lasting, positive impression for your business. Get tangible results: increased sales, higher productivity and improved ROI. Our Gift Card is used Successfully… by BlueCross Blue Shield and major banks, universities and manufacturing companies. Hallmark Insights provides incentive solutions for a range of client industries, supporting: • Sales and dealer incentives • Employee recognition • Health and wellness programs • Consumer incentive programs The Latest Gift Card Trend is… Hallmark Insights’ incentive solutions keep an increasingly diverse employee and customer population engaged, including non-English speaking recipients, younger workers, older employees and telecommuters. Our online solution provides a range of choice that appeals to all ages, interests and locations. Our Spanish-enabled web site, awards and gift card messaging provide your company the ability to recognize and reward Spanish-speaking employees and customers in their own language.

A Unique Benefit of our Gift Card is… It never expires, has no fees and can be redeemed in over 500 stores across the US and Canada and online at www.LNT.com. Our Gift Card is used Successfully… To help raise money for the National Breast Cancer Foundation through our special Linens ‘n Things “pink” gift card. The Latest Gift Card Trend is… Recordable gift cards so you can give your recipient any message you like. LINENS ‘N THINGS CARD SPECIFICS: • Use and Availability: LNT gift cards can be redeemed in all stores and online at www.LNT.com. • Minimum Quantity: None, but minimum dollar value required (below) • Minimum Dollar Value: $1,000 worth of gift cards. • Cost Break: Yes. We do offer volume discounts. • To Purchase: For more information visit www.LNT.com or call (781) 341-4830.

HALLMARK INSIGHTS CARD SPECIFICS: • Use and Availability: Our print-on-demand capability ensures that our awards and gift cards are never out of stock. Also, if you order by 2:00, your order will be shipped the same day. • Minimum Quantity: There is no minimum order quantity for Premiere Choice Awards or Reward Choice Certificates • Minimum Dollar Value: Awards can be ordered in $5 increments beginning at $10. • To Purchase: Premiere Choice Awards and Reward Choice Certificates are available online at www.PremiereChoiceAward.com and www.RewardChoice.com.

Omaha Steaks

L.L.Bean

OS Salesco, Inc.

A Unique Benefit of our Gift Card is… that they have no expiration dates or fees and can be ordered in any denomination. L.L.Bean Gift Cards can be purchased and redeemed over the phone, at any of our retail or outlet stores, or on www.llbean.com Our Gift Card is used Successfully… in several large programs to incent and reward employees by providing them with a gift that let’s them choose - from home furnishings to outdoor gear, boats to boots. All backed by our legendary 100% satisfaction guarantee. Gift Cards from L.L.Bean are the ideal solution for business incentives. The Latest Gift Card Trend is… to make Gift Cards available to customers in an easy and convenient way. L.L.BEAN CARD SPECIFICS: • Use and Availability: L.L.Bean Gift Cards are available in any denomination and can be purchased and redeemed over the phone, at any of our retail or outlet stores, and on www.llbean.com. • Minimum Quantity: Volume discounts start at annual purchases of $750 and are up to 20% • Minimum Dollar Value: The minimum face value for discounted Gift Cards is $25 • Cost Break: Yes • To Purchase: For more information visit www.llbean.com.

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A Unique Benefit of our Gift Card is… Omaha Steaks offers a variety of certificate programs that allow the gift giver increased flexibility in extending his budget, while maintaining a higher perceived value by the recipient. An example of the Omaha Steaks’ flexible certificate program is The Omaha Collection. The Omaha Collection enables the gift giver to offer a wide assortment of production selections within varying price points. Unlike gift cards, the recipient never knows exactly what was spent on the Omaha Steaks gift and is afforded the opportunity to select their item of choice from several options. Each recipient receives a customized certificate and brochure highlighting the selections available. The same information also is available online and the order can be completed electronically. Additionally, the Omaha Steaks incentive gift certificate program offers flexible payment options including bill on redemption or pre-payment. Our Gift Card is used Successfully… to motivate employees, increase customer loyalty, draw a crowd for sales promotions or impress clients. Omaha Steaks is the well-recognized brand of beef in American and our customers also enjoy our diverse product line of pork, poultry, seafood, side dishes appetizers and desserts. The Latest Gift Card Trend is… customization. At Omaha Steaks, we customize the redemption materials using the customer’s logo and including personal messages. Cobranding is very popular. OMAHA STEAKS CARD SPECIFICS: • Use and Availability: to motivate employees, increase customer loyalty and sales promotions – Corporate Gifts and Safety Programs. • Minimum Quantity: None • Minimum Dollar Value: $25.00. • Cost Break: Omaha Steaks offers volume discounts. Certificates can be billed as redeemed or prepaid, shipping and handling also are included with all certificates. • To Purchase: For more information visit www.omahasteaks.com.

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Regis Salon

Shell

A Unique Benefit of our Gift Card is… the Regis Salon Gift Card is that with 6,000 locations nationwide and over 25 different salon brands to choose from, we have something for everyone from affordable to high fashion. Recipients can get a routine haircut that’s anything but, or pamper themselves with professional salon products from brands like Redken, Matrix, Tigi, Sebastian and OPI. Our Gift Card is used Successfully… to reward employees, motivate a sales force, maximize customer loyalty, boost a fund-raising program, reward wellness efforts and extend a congratulations. The Latest Gift Card Trend is… being able to offer choice and flexibility. With 26 salon brands to choose from, the Regis Salon Gift Card can meet various demographic needs to coincide with this trend.

A Unique Benefit of our Gift Card is… that the best gift card or award is one that ALL of your program participants really want, regardless of their geographic location, age, sex, race, culture etc. Millions of people have cars and gasoline is a necessity. Who wouldn’t appreciate a ‘fill up’! Shell has over 14,000 stations nationwide and 80% of Americans live within 5 miles of a Shell branded gasoline station. Our Gift Card is used Successfully… in employee recognition and safety programs - it’s particularly attractive when employees may be earning minimum or close to minimum wage - they really appreciate receiving a Shell Gift Card. The gift card is also a very popular sales incentive for dealer/distributor ‘spiff’ type programs. Finally consumer loyalty programs like banks even casinos (member reward programs) - the Shell Gift Card is a popular reward. The Latest Gift Card Trend is… with the tight economy, more and more employees are requesting functional ‘every day use gift cards’ in their incentive programs, these include grocery, gasoline, and restaurant cards. Also we’re seeing more co-branding requests, where a corporate customer wants their logo imprinted on the Shell Gift Card.

REGIS SALON GIFT CARD SPECIFICS: • Use and Availability: The gift card is redeemable for salon services or professional salon products at 6,000 locations and 26 salon brands including Regis Salons, SmartStyle, Trade Secret, MasterCuts, Jean Louis David, BoRics, Panopoulos Hair Salons, Mia & Maxx, HairMasters, Carlton Hair, Holiday Hair, Hair by Stewarts, Style America, Heidi’s Salon, First Choice Haircutters, Saturday’s, Hair Plus, Best Cuts, Regis Signature Salon, Beauty Express, TGF Hair Salon, Head Start, Famous Hair, Mitchell’s Hair Styling, Outlooks for Hair and Beauty Bar. • Minimum Quantity: The Regis Salon Gift Card has no minimum order quantity. • Minimum Dollar Value: The card can be ordered in any denomination from $1 - $500. • Cost Break: Yes volume discounts are available. • To Purchase: For more information on purchasing the Regis Salon Gift Card in bulk, visit www.regiscorpgiftcards.com/corporate.

SHELL GIFT CARD SPECIFICS: • Use and Availability: The gift card is redeemable at over 14,000 stations nationwide and Shell Gift Cards have no expiration date. • Minimum Quantity: The Shell Gift Card has no minimum order quantity. • Minimum Dollar Value: The card can be ordered in Standard Denominations of $10, $15, $20, $25, $50 and $100 (Custom denominations are also available). • Cost Break: Yes. • To Purchase: For more information on purchasing Shell Gift Cards visit www.shellgiftcard.com or call 1-800-SHELL-04.

TJX Incentive Sales, Inc.

TRG Group

A Unique Benefit of our Gift Card is… that it offers 4 premiere brands to shop (TJ Maxx, Marshalls, HomeGoods and AJ Wright) on one card. Our reward offers the latest designer fashions, the same as those found in department stores, for less, everyday - no need to cut coupons or wait for a sale. With 1900+ locations nationwide, there’s always a convenient store nearby. Employees or customers can choose from apparel, luggage and accessories, or furniture and home decor. Our Gift Card is used Successfully… for so many different kinds of programs - everything from sales contests to employee recognition to holiday gifts. Recently, we’ve been in programs that promote health and well being. Our stores offer a great selection of famous name athletic apparel and shoes - and is a perfect place to shop for those getting started in healthy lifestyle programs. HomeGoods has also been popular in new homebuyer programs. They offer furniture, rugs, lighting, bedding and unique decorative items for every room at great prices. The Latest Gift Card Trend is… are programs that use gift cards to promote participation in lifestyle programs that promote better health and fitness. Healthier employees not only see the benefit themselves but also help the company to decrease its overall healthcare costs. Incentives are effective in rewarding employees for taking health assessments, managing chronic diseases, and even losing weight and joining fitness programs.

A Unique Benefit of our Gift Card is… You choose the award level that best fits your budget. • The distributor places the order via fax, mail or e-mail. • Victorinox® Travel Gear & Accessories ships the gift certificates to you in a logoed red tin, anywhere in the continental U.S. The tin includes the offer, plus a redemption postcard. • The recipient simply chooses one featured gift, fills out the included postcard and waits four to six weeks for delivery. The cost of shipping the redeemed gift is included in the gift certificate price. • Victorinox® Travel Gear & Accessories removes the burden of fulfillment by shipping directly to the recipient anywhere within the continental United States. Our Gift Card is used Successfully… as a holiday gift for 300 employees of an oil company in recognition of the company’s successful year. The Latest Gift Card Trend is… for TRG Group…it’s the opportunity for the distributor to make a greater margin than most standard gift card offerings.

TJX INCENTIVES GIFT CARD SPECIFICS: • Use and Availability: The TJX gift cards have no expiration date or dormancy fees and can be used at over 1,900 locations nationwide. Orders are processed within 48 hours. • Minimum Dollar Value: The TJX Gift Card is available in denominations of $10 and up. • Cost Break: Yes. A corporate discount is available with minimum initial order. • To Purchase: For more information on purchasing TXJ Gift Cards call 800-333-1387 for more details.

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TRG GROUP GIFT CARD SPECIFICS: • Use and Availability: The gift card can be used for incentive programs, holiday program, special events and more! They are available year round. • Minimum Quantity: The TRG Group Gift Card has a minimum quantity order of 10. • Minimum Dollar Value: The TRG Group Gift Card minimum dollar value is $150.00 ($90.00 net cost to our distributors) • Cost Break: Yes. Pricing on a “c” with 4 varied price categories. • To Purchase: For more information on purchasing TRG Group Gift Cards visit www.trgcorporate.com.

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What Makes An Incentive Program A Winner? How about The Results!

BY: ARNOLD LIGHT, CTC THE BIG BUZZWORDS these days in the incentive arena is ROI, (Return on Investment), ROO (Return on Objectives), ROC (Return on Customer), and I like to add ROE, “Return on Everything”. What all this boils down to is how successful can or should an incentive program be for the money invested. Unlike a number of other marketing tools the major contribution an incentive marketing program can provide for a company is that the results no matter what you are measuring can be measured. Every program should be structured to be self-liquidating (pays for itself). However this will only happen if an incentive reward program is designed correctly. We covered how to do this in the February

issue of Brilliant Results. To make sure your program has the proper design we strongly suggest you engage the services of an incentive marketing company that will “get it right the first time”. Another way to ensure that your company is on a successful track is to examine success stories. To give you some idea of what “Makes An Incentive Program A Winner?” here are three successful case studies that demonstrate how a well-planned and thought out incentive program can be a big financial winner. They cover Employee Rewards, B-to-B and Customer Loyalty Programs. (The corporate names are not used to protect the innocent from their competition).

Case Study #1 INDUSTRY: Major Growing Regional Bank Employee Reward Program

OBJECTIVE: Reward 1700+ tellers and bank managers in their Regional US branches who enthusiastically meet pre-established goals involving product cross-sell, customer service, new account acquisition and length of service.

STRATEGY: Create an online reward platform with a peer-to-peer mechanism that allows Branch Managers to issue points at the time the employee performs the predetermined tasks.

RESULTS: The strategy provides instant gratification and creates a high degree of intrinsic motivation, reduced turnover and has increased branch volume in 150 retail locations. Employees save and redeem points for gifts such as electronics, household goods and recreational products.

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Case Study # 2 INDUSTRY: Commercial/Residential Electrical Contractor

OBJECTIVE: Motivate electrical contractors by awarding points for purchases when matching the previous year’s purchases and double points for increases above the previous year.

STRATEGY: Design a sports-oriented themed incentive program with an online platform where contractors could opt-in, view their point totals and order awards. The effort was supported by promotional brochures with program information, in store displays, and monthly mailings and promotions.

RESULTS: At the end of the first year of the incentive program the company realized an increase in sales of $6MM and ROI was at 2,570%. The program continues today.

Case Study # 3 INDUSTRY: Tire Wholesaler

OBJECTIVE: The company implemented a sophisticated online tire ordering system in order to cut costs, improve efficiency and speed the process of inventory turnover. However the client base of 300 plus tire dealers continued to call the 5-person customer service department to order tires. The objective was to achieve 100% online ordering.

STRATEGY: In order to enlist their dealers to use the new online technology, an online reward program was designed that would integrate each tire sale with a point value and these points would automatically be posted to the customer’s reward account. Only those dealers who ordered tires online would be eligible for the reward program. The program was supplemented with mailings and special promotional award points for certain types of purchases or at certain times of the year.

RESULTS: After 7 months into the incentive program the tire wholesaler achieved a 95% rate of all orders being made online and reduced their customer service staff from 5 representatives to 1. The program increased their profits so significantly, that the value of their business become very attractive and they where purchased by a large tire consolidator. Thus when you measure similar incentive or reward programs such as the above case studies using an ROI model your management should be pleased with the results. Because you are probably a by the numbers person, there’s a great new resource you should be aware of. It’s a new book that will tell you everything you need to know about evaluating and measuring the ROI of a reward program. It’s a complete how to guide and offers an abundance of case studies covering from how to measure ROI for incentives and meetings to golf tournaments. It’s called: “Proving the Value of Meetings and Events: How to Measure ROI”. Written by two industry professionals, and published by MPI (Meeting Professionals International and ROI Institute, Inc., it is available at www.mpiweb.org.

HAVE A REWARDING DAY! Arnold Light, CTC, Founder of The Light Group, Inc. has 35 years of marketing experience specializing in incentive and loyalty marketing helping multi-national corporations develop and implement B2B and B2C results oriented performance improvement programs. For additional information visit www.incentivesmotivate.com or telephone 914-397-0800. www.brilliantpublishing.com

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When Customers Feel Employees Are Trying to Satisfy Them, Customers Spend More New Study on Internal Marketing from the Forum for People Performance Management and Measurement Links Employee Efforts to Increased Customer Spending CUSTOMERS SPEND MORE WHEN they feel that employees are trying to satisfy them. This is the key finding in a new study, Testing the Internal Marketing Model, which reveals that employee effort and customer behaviors are intrinsically linked to financial outcomes. Researchers Don Schultz, Heidi Schultz, Frank Mulhern and Robert Passikoff utilized three steps of the Internal Marketing Model to measure the link between four psychological drivers (predictive variables) of employee behavior and four metrics of customer— hotel guests, in this study—behavior (dependent variables). The study was conducted under the auspices of the Forum for People Performance Management and Measurement, a research unit affiliated with the Medill Integrated Marketing Communications graduate program at Northwestern University, in conjunction with Brandkeys, a brand consultancy based in New York. “Whether called internal marketing, employee engagement or internal communication, the concept is the same: to align, motivate and empower employees — at all functions and levels — to consistently deliver a positive customer experience that

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helps to achieve business objectives,” said Frank Mulhern, Professor of Integrated Marketing Communications, Medill School, Northwestern University. “This definition of internal marketing advances the idea that the discipline is more than a collection of tactics — such as workplace communications and employee meetings — but is a way to build employee satisfaction and profitability.” The Internal Marketing Model, originally developed by Professor Schultz, laid the groundwork for the methodology deployed in this study. Testing the Internal Marketing Model revealed that the employee attitude of “Tries to Satisfy Customers” helps drive the amount of money guests spend per visit. Enhancements in this psychological dimension translate directly into increased spending by guests. The Internal Marketing Model draws on two key hypotheses: 1. A direct connection between employees and customer behaviors can be measured, monitored and managed; and 2. Employee value is partly a function of employee impact on revenue from customers.

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“If employees are passionate about their work’s mission and are empowered to provide satisfaction, and customers perceive employees are trying to satisfy them, the end result is a boost to the bottom line.” For this study of a major hotel chain involving employees and customers at six locations of a major hotel chain, researchers identified four psychological drivers of employee behavior: 1. Fast and Efficient Check-In: a customer’s first impression 2. Tries to Satisfy Customers: an employee’s desire to transform customer satisfaction into loyalty 3. Options and Amenities: employees proactively provide information to customers 4. Strives for Precision: employee intention to impress customers by not allowing any flaws Researchers then analyzed the following four metrics to assess customer behavior: 1. Total spending 2. Spending per visit 3. Number of visits 4. Total nights spent

KEY FINDINGS The following findings emerged in Testing the Internal Marketing Model: • Customers perceive that the biggest differences between the major hotel and its key competitor are psychological drivers #1: Fast and Efficient CheckIn, and #2: Tries to Satisfy Customers. These are competitive advantages for the major hotel. • The biggest gap between the ideal hotel and the major hotel is driver #2: Tries to Satisfy Customers, again indicating the critical importance of employee behavior in the customer experience. • Of the four psychological drivers, only one is a significant determinant of total spending— #2: Tries to Satisfy Customers. A 10% increase in a customer’s score on Tries to Satisfy Customers yielded a 22.7% higher level of spending during the period studied. This driver, not surprisingly, is also a significant determinant of spending per visit. • The number of visits and number of nights were not affected by the four drivers. • What customers deem most important and what employees believe customers think most important are not the same. Employees’ depictions of what they think matters to customers varies substantially across the six hotels studied. However, customers consistently rank the order of driver importance similarly among all hotel types and locations.

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The results of this study can and should be applied to any service provider. The key lesson that emerged will be familiar to any parent who has exhorted a child to try harder at school: demonstrate your best effort, no matter the ultimate result, and you will be rewarded. Given that the largest index gap between the ideal hotel and the major hotel in customer assessments is on the value driver “Tries to Satisfy Customers,” enhancements in this psychological dimension translate directly into increased spending by customers. If employees are passionate about their work’s mission and are empowered to provide satisfaction, and customers perceive employees are trying to satisfy them, the end result is a boost to the bottom line. And when companies share this positive outcome with employees, in a multitude of ways, a cycle of “Tries to Satisfy” will continually contribute to the success of the entire organization. Testing the Internal Marketing Model is one in a series of studies designed for and conducted under the auspices of the Forum for People Performance Management and Measurement. A central objective of the Forum is to develop and disseminate knowledge about communications, engagement and management so that businesses can better design, implement and manage people-based initiatives both inside and outside an organization to achieve concrete financial and other results. A number of research initiatives by the Forum are planned to investigate the value and importance of employee incentives along with other key issues of communications, engagement and management. • The Forum for People Performance Management and Measurement (performanceforum.org) is a research unit affiliated with the Medill Integrated Marketing Communications (IMC) graduate program at Northwestern University. It is funded by associations and corporations interested in the issue of People Performance Management and Measurement. A central objective of the Forum is to develop and disseminate knowledge about communications; engagement and management such that businesses can achieve their objectives through better designed and managed people-based initiatives both inside and outside an organization. For more information on this and other studies please go to h t t p : / / p e r f o r m a n c e f o r u m . o r g / Te s t i n g _ t h e _ Internal_Marketing_Model.76.0.html. www.brilliantpublishing.com


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How to DEVELOP an Incentive Program

BY: INCENTIVE MARKETING ASSOCIATION

#1 ESTABLISH OBJECTIVES Identify what goal/objective needs to be accomplished, for example: improved attendance, increased sales of a particular product, etc. The objectives must be simple, specific, and obtainable. Begin with a clear, briefly stated objective and communicate it to all participants.

#2 OUTLINE THE STRATEGY Build the foundation of the Incentive Program carefully, expanding on the methodology to be used. The structure of the program should detail exactly who is the target audience, and anyone else who will be influenced by the program. The size of the group is important to the budget of the program, as well as the ability to communicate clearly and measure the results accurately. Other considerations are geographic boundaries or sales regions, legal considerations, family issues, the length of the program and timing, individual goals or team goals, and of course, the reward.

#3 MEASURE PERFORMANCE Define both quantifiable and qualitative goals that can be measured, and keep it simple. It might be necessary to look at historical data and come up

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with an average in order to define a particular sales goal. The goal needs to be fair to all involved, and obtainable by everyone.

#4 ESTABLISH THE BUDGET Depending on whether the program involves sales or non-sales personnel, the budgeting will be different. In general, the three elements of budgeting include: 1) number of participants, 2) length of program, 3) expected results. There are two types of award budgets: 1) closedended, and 2) open-ended. You would need to determine the maximum costs involved with a closed-ended program, and an estimate of costs involved for an open-ended program. In a sales program, the primary rules are: 1) Anywhere from 5% to 10% of additional (incremental) gross sales during the incentive period can be applied to the total cost of the program, and 2) The cost of the incentive awards should equal 5% of all compensation for the program period. In a non-sales program, it is more difficult to put a monetary figure on the value of “improvement,� but some measures are possible that involve increased productivity, improved attendance, and improved safety (fewer traffic tickets, for instance). www.brilliantpublishing.com


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The budget is then determined by the “value” the company will realize from the improvements made by the Incentive Program.

The target group needs clear, consistent communication and timely feedback on measurement of their performance.

#5 BUDGET ELEMENTS

#8 CELEBRATE THE SUCCESS OF

Awards Communication/Promotion Administration Training/Research

80%* 10%** 5%** 5%**

* For merchandise awards, this includes shipping (about 10% of the cost of the items) and taxes (about 6% of cost). **The last 3 categories are fixed costs comprising 1020% of incentive program costs.

#6 SELECT THE PERFECT AWARD It is important to select the correct award because if the individual is not emotionally vested in obtaining the incentive award, he or she will not pursue the goal. Spend some time speaking with the target group and select an award within the framework of the budget that will be important to the group.

#7 ADMINISTER THE PROGRAM Administration is approximately 20% of the program budget, and a good 50% of the planner’s time.

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THE PROGRAM The end of the program should be celebrated with the target group and performance measurement by individual or team should be provided at this point. Individuals should then receive their awards.

#9 ANALYZE THE SUCCESS OF THE PROGRAM Did the Incentive Program achieve its objectives? Were the participants motivated to change their behavior? Remember, an Incentive Program provides a short-term gain, and follow-up programs are important. Start planning the next one today. • “How to Develop an Incentive Program” is excerpted from the Incentive Marketing Association’s online curriculum “Principles of Incentive Program Design” available at www.incentivemarketing.org. The “Principles of Incentive Program Design” manual and CD version of the manual are available for purchase. Contact karen@incentivemarketing.org for details.

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Let Jewelry Be Your Best Salesperson BY: SUZI GATTONE IN TODAY’S WORKPLACE, Employees in sales are motivated by more than just ordinary monetary gain. Competitive pay and benefits alone are not enough to maintain talented salespeople anymore. A recent Incentive survey found that on average, 79% of respondents found non-cash reward programs to be fairly to extremely effective in motivating participants to achieve sales and marketing goals. The implementation of sales force incentives continues to increase rapidly in today’s current business environment. More than ever companies are participating in incentive programs that help motivate and reward their employees. Recognition awards programs continue to be proven ways to increase productivity and bolster company moral. What gains do corporations realize from implementing these programs? According to a study by the International Society of Performance Improvement, incentive programs, in addition to offering tangible awards, increase performance by an average of 22 percent. Team incentives increase performance by as much as 44 percent. Through this greater employee performance, corporations are able to develop better client relationships that translate into higher sales volumes. To no one’s surprise, electronics heads the list as the most popular source of merchandise categories to fuel an incentive program according to an Incentive Magazine survey of incentive planners. But close behind and gaining in popularity is Jewelry. As the limit of how many MP3’s and PDA’s, etc. is reached, and because the percentage of women in the workplace as compared to men continues to grow, jewelry incentives also continue to grow in popularity. Jewelry incentive programs offer diverse merchandise for discriminating tastes. People often choose jewelry as their reward to create a memory celebrating their success. Therefore it’s important for incentive companies to offer their salespeople a unique mix of jewelry items. Jewelry is special and luxurious. It invokes emotion, elevates personal prestige and defines the individual. These are basic motivators when selecting the items offered through these programs. Men may select items ranging from cuff links to fine timepieces where women may opt for diamond pendants, earrings and rings.

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The Corporate Choice manages to stay on top of the competitive global jewelry markets. They manufacture jewelry with bold trademark style and offer fresh designs yearly. The Corporate Choice understands the important role jewelry plays in ever evolving fashion trends. They specialize in creating merchandise that bridges all occasions. Today The Corporate Choice has an expansive line of exciting designs in rings, pendants and earrings that feature diamonds and genuine gemstone designs in white or yellow 18K, 14K and 10K gold, in addition to platinum. The Corporate Choice is the place for the latest in jewelry trends, 3-Stone Diamond Jewelry, Circle Pendants and the very popular “Journey” Diamond Jewelry. The impressive marks incentive programs score every day makes their use an easy choice. And because it has stood the test of time and is certain not to loose favor anytime soon, jewelry is a formidable incentive reward. The ultimate success of a jewelry incentive program depends upon selecting fashions that will turn fast. Loading up with trendy styles that will soon loose their desire will clog a program and guarantee its failure. Make certain your jewelry selections are correct… make certain your jewelry source is a professional incentive jewelry supplier. • Suzi Gattone is a National Sales Executive for the Berco Company with several years experience in the jewelry industry. She is affiliated with the Corporate Choice as an incentive sales consultant. For additional information, please contact her at 800.621.0668 www.brilliantpublishing.com


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Good Call:

Tips for Effective T BY THE CREATIVE GROUP

TELECONFERENCES ARE ESSENTIAL to marketing professionals because they enable geographically dispersed teams to quickly touch base, make decisions and move forward with initiatives. Unstructured conference calls, however, can waste valuable time and put you no further ahead than when you picked up the phone. Use the following tips to facilitate top-notch teleconferences.

ESTABLISH GOALS AND GUIDELINES FROM THE GET-GO. At the outset of the teleconference, ask participants to identify themselves so everyone knows who is taking part. Reiterate the main points to be addressed, the desired outcome and the expected duration of the meeting. To minimize confusion, remind people to speak clearly and slowly, and to state their names each time they comment.

TAKE PROPER PREPARATORY MEASURES.

QUARTERBACK THE CONVERSATION.

Determine which individuals need to be on the call and then send each invitee a memo or e-mail noting the agenda, date and time of the meeting. (Be sure to take into account participants’ time zones when scheduling the teleconference.) It’s also beneficial to give people ample time to prepare for the meeting by distributing copies of marketing plans, creative briefs or other materials that will be discussed. And if you’re using a dial-in option, remember to give each participant the correct phone number and access code.

As a moderator, it’s your role to keep the meeting on track. Don’t be afraid to speak up and tactfully redirect the conversation if tangential banter, crosstalk or a long-winded participant is overtaking the meeting. If a few people are dominating the teleconference, keep the less-vocal participants engaged by calling on them to share their ideas or feedback. For example, you might say, “Jennifer, I’m interested in your thoughts on the cost of the new promotional item? Do you think it’s the best we can do?”

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Whether you’re facilitating or not, it’s critical to show common courtesy to your colleagues by resisting the urge to multitask. If you must hammer away on your keyboard, ruffle papers or eat your lunch during the meeting, be sure to put yourself on “mute.”

e Teleconferences OFFER VERBAL CUES. Because those on the other line can’t see your facial expressions and body language it’s critical you verbalize your thoughts. While nodding your head and smiling is effective in face-to-face meetings, a conference call requires you to make your voice heard. A simple, “Yes, I understand” or “I see your point” can go a long way toward aiding the flow of the conversation.

BEWARE OF BACKGROUND NOISE. Whether you’re facilitating or not, it’s critical to show common courtesy to your colleagues by resisting the urge to multitask. If you must hammer away on your keyboard, ruffle papers or eat your lunch during the meeting, be sure to put yourself on “mute.” In addition, if you’re taking a conference call outside the office, avoid using a cell or cordless phone, which tend to have static. If you’re working from home, find a private, quiet area far away from barking dogs and crying children.

DON’T KEEP THEM WAITING. Call waiting is great feature — except when you’re on a conference call. Disable your phone’s call-waiting function before the teleconference. Clicking over to another call could derail the meeting

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by leaving your colleagues with the difficult and annoying task of trying to talk over hold music. If you must take an incoming call, hang up and dial back into the teleconference.

PLAY IT SAFE. Steer clear of the ultimate phone faux pas: the mutebutton mishap. There’s nothing worse than making a sarcastic or snippy quip to the person sitting next to you only to discover the subject of your criticism heard every word. The safest and simplest approach is to only make comments you’d be comfortable offering if every participant were in the same room. Finally, be respectful of people’s time by monitoring the clock and adhering to your original schedule. If it’s approaching the ending time and there is still ground to cover, set aside the last five minutes to schedule a follow-up meeting. By keeping the meeting on track, you’ll ensure that your next marketing teleconference is smooth and productive. • The Creative Group is a specialized staffing service placing creative, advertising, marketing and web professionals with a variety of firms on a project basis. For more information, visit www.creativegroup.com.

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SUCCESS STORIES

SUCCESS STORIES

SUCCES

EGO ID TAGS Leashables (Oralabs, Inc.) an industry leader for lip balm products was interested in the creation of an incentive program that would allow them to track their distributor’s sales totals and reward them for achieving pre-set goals. Leashables turned to Ego Id’ full color tags with laser etched bar codes and provided them to their distributors. Throughout the year, as the salesperson or company accumulated sales with Leashables they also received “frequent flyer” points on their Ego Id Ticket. The data was tracked internally by Leashables and once a certain level was achieved the distributor qualified for an all expense paid trip to Denver to ski in the Rockies and to spend the afternoon at their facility to be further educated on the quality of their product line. “The idea of Ego Id as a corporate incentive program has been a true sales driver for Leashables. Leashables intent was to focus on educating and rewarding distributors in the market as well as to performers for Leashables by using the Ego Id Ticket to incentivize the customer. We’re big fans of the Ego Id rewards sys-

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tem and look forward to a long term relationship with this creative marketing product.” Brady Anderton, Sales & Marketing, Leashables/Oralabs The San Diego Cooperative Charter School is a small K-8 public school with a limited budget. They required an innovative solution to support their fundraising and school merchandise needs. The school decided on two items, the Ego Id full color tag with and without serialization, plus a custom web interface. The plain back tag was purchased by the school’s parent organization and sold as school merchandise. The serialized tag was incorporated into the school’s annual gala celebration serving as both a raffle ticket and commemorative for the event. Participants registered their tickets online prior to the festivities thereby making them eligible for the raffle and garnering the school a valuable fund raising database for future use. “As a 501C3 parent cooperative charter school in our second year of operation, we had neither the budget nor the ability to create an integrated fundraising and merchandise program. The Ego Id tag proved to be an amazingly cost effective way for us to achieve our institution’s goals. Parents and children alike loved the tags as a merchandise item, and the ability to require participants in our gala event to enter demographic information through an on-line registration process linked from our school’s home page not only extended our outreach capabilities this year, it gave our institution a jump start on next year’s fundraising efforts. We now possess a database that we will be able to utilize for years to come.” Jennifer Curries, Board of Directors San Diego Cooperative Charter School

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SUCCESS STORIES

SUCCESS STORIES

i-gifts

TM

WCI Communities, Inc - Palm Beach Gardens, FL For almost 60 years, WCI has built the finest communities and towers with an incomparable level of quality, design and unrivaled amenities. WCI is the trusted name for exceptional homes and extraordinary lifestyles. When it comes to living well, nobody does it better than WCI. Since 1946, over 165,000 people have put their trust in WCI to build not only their homes, but also their communities. To accomplish this, WCI demands the highest quality construction and customer service, and consistently strives to support the needs of the community. Their homes range from the upper-$100s to over $10 million, and offer world-class amenities including championship golf, tennis, boating, fine dining, and spas and fitness. Their strategic partners include some of the most recognized names in the world, including multi-national hotel chains, Audubon International, Greg Norman, and well-known golf and tennis professionals. WCI’s East Coast Marketing Manager, Matthew Doyle, considered dozens of customer loyalty gifts, seeking one commensurate with it’s own standards of excellence, before deciding to run with a highly customized i-gifts™ program. The program will ship a personalized i-gifts™ shipment every-othermonth to just under 100 new homeowners for an entire year. What’s unique about the program is that WCI is shipping them not after they’ve moved in, but before, with the final shipment arriving as construction on their new home completes. WCI likes to pamper its customers and the intent of the program is to build relationships and foster the development of an elite community long before homeowners move in. WCI chose the i-gifts™ program because the quality of the products was consistent with the communities they develop. Also important was the fact that Elite Corporate Gifts & Rewards™ offered

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custom packaging including tissue sealed with a WCI gold sticker and ribbons adorning each gift stating the name of the community. Additionally, Doyle liked the fact that the program was easy to administer, and once it was set up, would run on autopilot for a year. The personalized attention given to WCI by Elite’s dedicated Account Representative, Marie Palmieri, and her commitment to creating a solution that met WCI’s needs, is what closed the deal.

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SUCCESS STORIES

SUCCESS STORIES

SUCCESS

Exhibit Concepts, Inc. THAT’S USING YOUR NOODLE! Las Vegas is the No.1 business location for conventions and tradeshows in the U.S. The economic benefit to the tourism industry is significant. At the Exhibitor 2007 show hosted at the Mandalay Bay Convention Center, Exhibit Concepts, Inc. helped out the Las Vegas community in a deeper and more meaningful way. They donated their exhibit to the local Las Vegas YMCA. Embracing the theme, “Use Your Noodle… Think Exhibit Concepts!” this tradeshow company designed a creative marketing campaign using the universally recognized foam swimming pool noodles. These lightweight neon green noodles were custom manufactured to 12’ lengths and formed the basis of the exhibit booth. Designed by one of Exhibit Concepts’ senior designers and 24-year veteran, Matt Ziessler, the booth’s design reflected how a one-time exhibit can be recycled bringing fun and enjoyment for years to come. Jeff Korchinski, VP Sales & Marketing at Exhibit Concepts states, “This is a win / win situation. We’re able to show our appreciation to the community that’s a major venue in our industry and bring smiles and fun to the patrons of a wonderful organization like the YMCA.” YMCA Branch Executive, Mary Seefeldt, and Membership Director, Adam Gradisher of the Durango Hill Community Center, attended the show as guests of Exhibit Concepts. Following the show Exhibit Concepts arranged to transport the noodles to the YMCA. These noodles will be a welcome addition to support their Tiny Tots & Senior aquatics programs. According to Mary Seefeldt, “We are thrilled to be the charity of choice for Exhibit Concepts. Not only will we have the opportunity to promote our wonderful programs at the Exhibitor 2007 show, but the donation of the swimming pool noodles will provide YMCA swimmers with even more pool fun this summer!”

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THAT’S USING YOUR NOODLE. The YMCA of Southern Nevada is a 501 (c)(3) not for profit organization dedicated to building strong kids, strong families, and strong communities. It is governed by a volunteer board of directors and has served the community since 1944 locally. Currently, the YMCA of Southern Nevada serves more than 20,000 people a year through our youth programs, older adults programs, swim lessons, teen programs and outreach programs. Headquartered in Vandalia, Ohio, Exhibit Concepts, Inc. focuses on design, fabrication and full turnkey services to the tradeshow, mobile marketing, and briefing center industry.

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Enhanced Incentives: Using Show Specials to Improve Your Business Year Round

BY: SUSAN A. FRIEDMANN, CSP LOVE THEM OR HATE THEM, Show special discounts are an established part of the tradeshow culture. These powerful incentives serve many purposes: they can draw traffic to your booth, reward loyal customers and persuade new prospects to give your company a shot. Show specials work so well that they’ve ceased, really, to be special anymore. They’re rather everyday occurrences. Buyers come to the show expecting show specials. They know they can save money, sometimes lots and lots of money, by placing large orders at this time. This is a good thing, right? Not necessarily! Remember that attendees are smart people. They know that you’ll be offering incentives. They expect to find good deals. They also know, often to the penny, what their budget for your products or services is. To make the most of their resources, savvy attendees: • Hold off buying from you before the show • Buy large quantities at discounted prices during the show • Hold off buying after the show until the newly acquired stock is depleted While this may make for great show numbers, it isn’t necessarily great for your company. It’s important to step back and view tradeshows as an integrated part of your entire marketing campaign. Consider not only what is good for your show performance, but for the company as a whole. For most companies, the truth is that an artificial order spike is not nearly as valuable to you as steadily increasing sales numbers. Strategic re-thinking of your incentive plan can enable you to meet attendee expectations by offering attractive show only specials and as, an added bonus, even out and grow your overall sales numbers?

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Making this change can be as simple as changing the timing of your show specials. Instead of offering savings only on sales made during the show, consider the following options: • Offer pre-order options to your best customers, allowing them to purchase new merchandise before the show. • Offer tiered discounts: one level of savings for orders placed at the show, another for orders paid for at the show. • Enroll customers in a buyer’s club or other program, offering discounts on subsequent purchases, made within a given time frame. For added punch, make the discounts progressively larger with repeat purchases, enticing customers to buy from you again and again. One innovative manufacturer even offered a calendar of savings, spelling out to attendees exactly how much they could save on their purchases, depending on when they made them. This proved to be a valuable planning tool, allowing customers of every size to coordinate their purchases at times that offered maximum savings with times that their cash flow allowed. By putting the focus on what would be of value to the attendee, this manufacturer generated a lot of business throughout the year. What can you do to get the most return on your show specials? Remember, sometimes giving a little can get you a lot! • Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, works with companies to improve their meeting and event success through coaching, consulting and training. Author: “Riches in Niches: How to Make it BIG in a small Market” (May 2007), and “Meeting & Event Planning for Dummies,” For additional information, visit her website: www.thetradeshowcoach.com

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ESSENTIALS

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ESSENTIALS ESSENTIALS ESSENTIALS ESSENTIALS

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brilliant results

TM

RELATIONSHIPS | RESOURCES | RESULTS

Free Product Information. May 2007 Issue.

For free product information from these suppliers, complete and mail this page to: Brilliant Results Magazine 9034 Joyce Lane Hummelstown, PA 17036.Or fax to (717) 566-5431 PLEASE CIRCLE ITEMS OF INTEREST.

Supplier

Page No.

3M®

Back Cover

Aprons, Etc.

45

Ashworth® Corporate

Inside Front Cover

Baumco

45

Evans

15

FeatherLite by Sierra Pacific Apparel

Name

Inside Back Cover

GROLINE

23, 33, 37, 43

Key-Bak®

22

Neet Feet®

45

Pepco Poms

13

Sierra Pacific Apparel

7

Snugz

13

Sonoma Promotional Solutions

45

TaylorMade®

5

TJ MAXX®

3

Warwick Publishing

11

Title

Company

Industry

Address

City

State

Zip

Phone

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E-mail

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It’s ALL Personal

You: “Hey Bob, how did you get that nifty BBQ with the built-in TV screen, karaoke system and roulette wheel combo that is sitting on your patio?” Bob: “Oh, the company gave that to me for increasing sales by 20%, contributing an idea we could patent and losing 84 lbs in their wellness program!”

Dave Ribble

“Get the folks in Finance and Customer Service on board and then put the Incentive program together that will reward them for helping the cause!” www.brilliantpublishing.com

Ever receive a Gift Card? You first check the amount then start rearranging your schedule so that you can get to the store or go online and pick out your freebie. It’s a holiday! You are going to go shopping on someone else’s dime. You haven’t felt this giddy since you were six and Aunt Madge rewarded you with ice cream for all the ‘satisfactory’ marks on your first report card*. Some things never change. We got a little older but we still love to be rewarded and the savvy VP knows that a well-constructed Incentive program can do a lot of things for the company. Sales incentives are common. But, how about all those hard-working folks in other departments that would like a shot at something? Ask any non-sales related employee if they, too, would be interested in a rewards program and you’ll be running back to the safety of your office. There are myriad ways you can get your non-sales related folks to step it up and contribute more to your unrelenting bottom line. Let’s say you are a manufacturer looking for more clients. Set up an Incentive program for everyone in the company so as to encourage every employee to talk it up out there and refer people to you. Get the folks in Finance and Customer Service on board and then put the Incentive program together that will reward them for helping the cause! Are sick days costing you? Would you get a better insurance rate for your company if you could show them how many employees are in your exercise classes after work? Or, would your customers love to be able to go online and pick out something for themselves as a thank-you for referrals? Would they remain even more loyal to you because you showed them your appreciation? Whatever your objective, whatever you want and/or need to have happen, the right Incentive program can provide you an incredible return-oninvestment. Whether it is to reduce accidents, improve customer service, decrease sick-days, create awareness, launch a new product or program or even increase sales, get the assistance you need. Your Distributor has amazing Incentive companies who’ll help you set the criteria, assign points, promote it, measure it and report it all back to you, on-going. Would this kind of program speak volumes about how you take personal interest in your people? You bet. It’s ALL Personal. Dave Ribble, MAS, is President of The Company Image/Geiger and has been in the Promotional Products/Incentive industry for over twenty years. *He doesn’t have an Aunt Madge but does love ice cream and creating Incentive programs that work. 818.906.9894 and/or www.TCI4Me.com.

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TheLast Word

Gift Card Trends ~ Freedom of Choice

BLACKHAWK NETWORK, a subsidiary software company, provided her with a of Safeway Inc., is a prepaid and payments diverse corporate background. network, a market leader in card-based Arriving at Blackhawk Network in financial solutions and the largest 2001, Teri launched the direct marketing, provider of third-party prepaid cards. coin conversion and check cashing operaBlackhawk Network develops unique tions. More recently she has managed products in easy-to-use formats and trade, consumer, and product marketing delivers them to consumers through an for Blackhawk’s prepaid card program. exclusive retail network of leading groBR What is on the horizon for Blackhawk cery, mass, convenience, drug and speTeri Llach Network and the prepaid industry? cialty retailers. The network includes TL: As the popularity of prepaid cards continue more than 60,000 storefronts and reaches more to grow, Blackhawk Network is working on easier than 135 million consumers each week. For corporations seeking to build an incentive and more innovative ways for organizations small program, Blackhawk Network also offers a turnkey and large to provide prepaid products that meet solution for rewarding customer loyalty or recog- the goals of their incentive programs for consumers nizing employee contributions. Headquartered in and employees. Blackhawk Network also plans to develop new Pleasanton, California, Blackhawk Network has offices categories of prepaid products, while working with in the United States, Canada and the United Kingdom. Recently Brilliant Results had an opportunity to partners and retailers to actively shape the direcask Teri Llach, Blackhawk Network’s Group Vice tion of the marketplace. In addition, Blackhawk President of Marketing and Product, about gift card Network will continue to expand internationally. Stay tuned – we have exciting products and servtrends. A Magna Cum Laude graduate of the University of California, San Diego with an MBA ices in the works that will be launched this year, from the University of California, Berkeley where and we are confident these products will continue she was recognized as the top marketing graduate Blackhawk Network’s prepaid market leadership. in her class, Teri provided some insights into the BR: What other trends do you see developing in dynamic growth of gift cards as motivating and marketing tools. Her management experience at the incentive sector regarding gift cards? TL: Many of our corporate customers are using gift Intuit and Clorox before becoming Vice President of Marketing at The Learning Company, an educational cards to help increase employee loyalty. Employee

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retention is in the forefront of many supervisors’ minds, and prepaid cards, especially gift cards, provide a personalized solution to show their employees that their hard work is truly appreciated. In addition, the variety and available selection of gift cards offered for the incentive sector will only continue to expand. For example, Blackhawk Network now offers exclusive sports cards, good for tickets, concessions and merchandise from participating professional and college sports teams. BR: In your opinion, what is the single most important benefit that the use of gift cards offers an organization? TL: Blackhawk Network’s gift cards benefit organizations by conveniently offering the best brands that not only motivate, but can also be selected personally for each recipient. Unlike impersonal cash incentives, which often go to paying the bills or purchasing day-to-day necessities, gift cards ensure that the receivers take some time to treat themselves, as well as their colleagues, friends and families with a gift they’ll truly enjoy. Gift cards deliver the best of both worlds: they not only offer the freedom of choice, but also provide a thoughtful way to recognize the recipients’ personal interests. BR: Can you give our readers an example(s) of the successful use of gift cards in a marketing/motivation/branding campaign? TL: Successful marketing/motivation campaigns involving gift cards always start with the best brands. That’s where Blackhawk Network fits in – our growing list of card-based financial solution products includes American Express®, Barnes & Noble Booksellers, Chili’s Grill and Bar®, iTunes Music Card, Major League Baseball, MasterCard®, National

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Basketball Association, Nordstrom, Sears, Starbucks Coffee, The Home Depot, Visa® and over 100 others. BR: Do you remember the last promotional merchandise or incentive that you received and from what organization? TL: The last promotional merchandise I received was actually a gift card, which gave me the power to purchase what I wanted when I needed it – what a wonderful freedom! I saved the card for a convenient time, and visited the retailer to redeem the promotion, which in turn drove more customer traffic to the store. • For more information about Blackhawk Network, visit their website at www.black hawknetwork.com.

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Off The Cuff

New Ideas ~ Rootin’wear Game Day Wrap

Golf SlipSaver

The Rootin’wear Game Day Wrap is a new blanket style designed with added fun and function. This Made in the USA 58” x 58” blanket has an attached corner hood with drawstring closure and sewn in mittens/pockets. The Rootin’wear Game Day Wrap can be made in the color combinations of your choice. The eye catching appeal of the coordinating or contrasting hood, mittens and blanket stitching, make this blanket a great choice for stand-out brand identity.

This uniquely designed golfing footwear accessory helps everyone walk and play the ball with ‘slip free’ confidence in non-golf shoes. Golf SlipSaver is designed for everyone, from children to the more mature, from the scratch golfer to the holiday hacker. With Golf SlipSaver you can wear your favorite shoes when playing golf…. or you can use whatever shoe you are wearing when the opportunity to play golf arises. Because these slip-on golf cleats will adjust automatically to different shoes, you can expect them to fit any shoe you would play golf in. Moreover, the integrated ‘leaf spring’ steel plates in the ball and heel of the Golf SlipSaver adjust to the player’s body balance while walking or playing the ball, just like golf shoes. For traveling golfers, they are the ideal space saving solution and can easily be stored in a golf bag pocket and the cleats can be replaced when necessary. Capriola Corporation

Three fabric options are available: Polar Fleece, Jersey Sweatshirt Fleece, or Super Fleece with velvety soft polar fleece on one side and a smooth flat face on the opposite side. Embroidered logos or designs are available on all fabric choices. Screen-printing is available on Jersey Sweatshirt Fleece or Super Fleece fabrics. Successful potential uses include: Professional, College and High School clubs and sports teams, Tailgate parties, Corporate events, Outdoor picnics/concerts/ movies, Pool/Hot Tub parties, Health Care settings, Car/Boating/Sailing Clubs, Child Care settings, Airline/Train/Bus travel, Camps, …Winter, Spring, Summer, and Fall the Game Day Wrap does it all! Lakeside Mills

Quote ~ “Innovation is the specific instrument of entrepreneurship... the act that endows resources with a new capacity to create wealth.” Peter Drucker (1909 -2005), Innovation and Entrepreneurship, 1985

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Awards One of the fastest, hottest trends we see in the awards industry today is the use of dramatic, brilliant color. The use of color in an award can be used to accent a company logo, make it more attention grabbing, and add a real “wow” factor. Color caught the eye of many of this year’s ARA attendees who voted R.S. Owens boiled glass awards (see corresponding image) as the Best New Technology to hit the industry this year. R.S. Owens

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Untapped Potential Untapped Potential $10.00 RELATIONSHIPS | RESOURCES | RESULTS www.brilliantpublishing.com Jane Herod President, Motivatio...

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