Incentive - January 2008 - (Page 20)

COVER STORY manager of sales operations for AT&T, who works with Bennett on the planning and execution of AT&T Summit. Face Time Generating greater awareness of a company’s key people, products and position in the marketplace is another good reason to include a business meeting in an incentive program. For Viega North America, a major manufacturer of plumbing and heating products, based in Wichita, Kan., the Viega Germany ISH Trip is a 10-day whirlwind experience that brings education and entertainment together in one forum for its top 50 wholesale distributor partners across the United States. Participants, who are selected based on sales activity, attend ISH, the largest plumbing and heating trade show in Europe, and also have an opportunity to see the inner workings of Viega during a comprehensive visit to international headquarters in Attendorn, Germany. Along the way, stops are made at popular points of interest around Germany, and the group also enjoys several gala events. Highlights of the most recent program include time at the ISH show in Frankfurt, tours of Viega manufacturing plants and showrooms, sightseeing in Munich and Heidelberg, and an outing to see the stalactite and stalagmite formations of Atta Cave, among other activities. “The Viega Germany ISH Trip definitely educates our partners on the plumbing and heating products market, not just their particular market but the global marketplace,” says Marisa Chandley, marketing manager of operations for Viega North America. “The program makes our partners more aware of the company’s presence. While the company is fairly new to the United States, it has been around for 100 years in Germany. Not only do our key customers come away with a strong understanding of their products and market, but they also develop better relationships with key sales staff in attendance.” Return-on-investment remains a top priority for corporate leaders and a key factor in making meetings part of the incentive equation. According to Fay All work and no roast suckling pig and Oopmah band nights would make Viega North America’s trip to Germany dull for the 50 top distributors that the heating and plumbing part manufacturer invites every year Beauchine, an executive vice president of global meetings, incentives and events for Carlson Marketing in Minneapolis, there is a shift toward more strategic spending. “There is an increase in clients wanting to make their total event spend and marketing spend more efficient,” she says. “More attention is being paid to how well clients can accomplish objectives compared to their spending and measuring that in a better way. There are also more questions about how engaged employees, customers or channel partners are, and how committed are they to a brand once there is an emotional attachment.” While some planners are carving out time in their incentive program for more meetings, others are doing the opposite by incorporating incentive elements into their meeting. When Tracee Schultz, a meeting and incentive manager for Lifetouch Portrait Studios first started organizing the Summer Meeting and Winter Meeting for the Eden Prairie, Minn.–based photography company that has operations in all 50 states and Canada, the biannual events were strictly business—education, training and an update of financial reports. Not anymore. While qualifying studio managers, who earn attendance to the meetings by winning various contests, still learn photography tips and other essential skills, they participate in more lively interaction with their colleagues. Meetings now include welcome receptions with fun themes from Pirates of the Caribbean to the groovy ’70s and more. “We really encourage people to come in costume so they can break out of the norm,” says Schultz. Teambuilding is also now on the agenda. Meetings have included beach Olympics, building rafts on the beach and Jeep scavenger hunts in resort destinations such as Costa Rica. “Before, there was no incentive element at all. We started to realize that these studio managers who earn their way deserve a little fun. So we created opportunities for a little decompression,” says Schultz. The motivational meetings seem to be working. “We’ve had 10 years of consecutive growth, and this can partly be attributed to both the summer and winter meetings. We call upon the skills and leadership learned at the meetings to help us make the financial obligations for the year,” says Schultz. “For us it’s not about incorporating a meeting into our incentive but a little incentive into our meeting. By doing so, this allows more cohesiveness in the field and lets us reward sales managers for their consistent ability to drive it home. I don’t see us going back to a straight meeting.” 20 | Incentive | January 2008 | incentivemag.com http://incentivemag.com

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Incentive - January 2008 Contents Editor’s Note: Out of SITE In The News Cover Story: Include a Meeting, Improve Morale Case Study: DHL Delivers Recognition Incentive Primer: How To Use Promo Products How Bob Nardelli Rallied Chrysler’s Dealers Incentive Interview: Ken Blanchard Says Be Nice TV’s Extreme Makeover Motivates Giving Pre-Employment Motivation The Daycare Dilemma Happy Employees Shouldn’t Mix with Sick Employees Incentive Research: Consumer Promotions Report In Her Shoes: Winning Approval Of Flextime Travel News Field Report: Barcelona Field Report: Bermuda Golf: Follow The Pros potentials Here and Now Watches As Jewelry Awards: Online Gift Cards Tech Gadgets for 2008 Last Word: Stanley Bing Bashes Bully Bosses

Incentive - January 2008

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