Incentive - March 2008 - (Page 55)

Here & Now gram by LogoBranders Inc., based in Montgomery, Ala., for Aqua Condominiums, which boosted owner excitement during the two-year construction phase of the beachfront resort condominium project. A collection of premium gifts including towels, tote bags, cheese sets, chef ’s aprons and more conveyed the type of home enjoyment that new owners could look forward to. In the Business-toBusiness category ($10 or more per recipient), the distributor Shumsky was honored with a silver award for helping Dayton International per recipient) for creating awareness and increasing referral rates for the Sleep Disorder Center at Heartland Health Regional Medical Center. Custom boxes containing purple pillows and contact information were delivered to physicians who could suggest the Sleep Disorder Center to patients. As a result, the center receives regular referrals from more than 40 physicians, compared to the 12 referring physicians before the campaign was put into place. According to Prohaska, the PPAI Pyramid Awards Charitable for Charity’s Sake Globoforce’s charity options have got nothing to do with trends By Anne Marie D. Lee the option of giving to charity need not upporting charity is a growing be an all-or-nothing decision. Even so, trend these days, but at GloboIrvine says participants will often donate force, a provider of global, strategic their entire award to charity. on-demand employee recognition, it’s Over the years, the Red Cross charity nothing new. For over four years, clients has become a popular option for Globoof Globoforce have been given the force. “On our platform, the donations option in their programs to donate to the offered to the Red Cross International Committee are of the same scale as of the Red Cross. a popular family restauDerek Irvine, vice rant,” says Irvine. “So president of marketing people do enjoy and and marketing strategy appreciate having it for Globoforce, based in there as an option.”While Southborough, Mass., careful not to overemsays there are several reasons why compaphasize the role of charnies look to incorporate ities in programs, Irvine a charity option into a says he strongly reward platform— believes in them as a Derek Irvine, Globoforce part of a mix of options. none of which have anything to do with PR. “For one, people “If you look at any engagement research, time and time again you’ll don’t always want to spend the reward see that it’s important for employon themselves. They like to give it to ees to feel they work in a socially charity. Or maybe the award amount is, responsible corporation. Having a relatively speaking, quite small.” Irvine charity option as one of the redemption describes a third scenario where a paroptions does just that. It helps ticipant will have a small amount of reinforce the message, ‘Yes, we are money left over after redeeming for something—such as $5 left over from a socially responsible; yes, we care.’” In $50 reward, after redeeming for an item addition to the Red Cross, Globoforce has added an emergency-effort charity that’s $45. Rather than hold on to $5, known throughout Europe. Coming the recipient may prefer to donate it. soon, the company plans to offer a A $1 donation minimum allows particicarbon-offsetting option. pants to give in small amounts; thus, S “We find that award winners are getting more creative with packaging and copy ”—Noreen Prohaska Airport attract and retain the attention of travel agents and corporate travel planners. A magician’s black hat containing a stuffed animal rabbit in an aviator jacket, along with informative materials, was given to 150 area agencies to promote that travel to and from the airport was so easy— it was like magic. Immediately following the campaign, 80 percent of flights were full. The Vernon Company, based in Newton, Iowa, received the silver award in the Business-toBusiness category ($10 or less competition generates greater awareness of the industry. “Promotional products not only lend credibility to the company that put the winning program together, but [these winning programs] advance the perception of the industry to those who don’t believe promotional products are a viable part of the marketing mix,” she says. “We find that award winners are getting more creative with packaging and copy to create integrated marketing campaigns that deliver quantifiable results.” incentivemag.com | March 2008 | Incentive | 55 http://incentivemag.com

Table of Contents Feed for the Digital Edition of Incentive - March 2008

Incentive - March 2008 Contents Editor’s Note: Delivering on Diversity In The News Cover Story: Leveraging Diversity in the Workplace Incentive Interview: Paul Levesque on Why Awards Fail Case Study: AEIS’ Max!-imum Incentive Program Mine Employees’ Creativity with Innovation Incentives Incentive Must-Reads The Third Annual Gift Card Roundtable My Turn: Motivation or Bribery? Everybody Get Together In Her Shoes: Why Bosses Should Be Flexible Incentive Primer: Passport Problem-Solving potentials Here and Now Is CES Electronics Heaven? China and Crystal: More Than a Pretty Face Travel News Florida: What’s New on the Beach? Smooth Sailing for Incentive Cruising Come To Hawaii And Take It Fast Last Word: But Enough About You

Incentive - March 2008

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