Incentive - June 2008 - (Page 36)

(RPI) and Promotional Products Association International (PPAI), all share common goals of providing their members with guidance and new opportunities for growth. From competitive certification programs to continuing education, academic scholarships and more, Incentive explores the hallmarks of higher learning. Setting Standards S ince introducing the Certified Professional of Incentive Management (CPIM) program, which is based on the content of the “Principles of Resultsbased Incentive Design,” the IMA has not only helped practitioners gain greater credibility among their peers and clients, but it has also expanded the body of knowledge related to the field of incentives among the public at large. “IMA’s core mission is to advance the use of incentive programs through education, seminar presentation on an approved industry-related topic. Individuals who receive the CPIM designation are publicly recognized at the IMA Annual Membership Meeting that takes place in conjunction with The Motivation Show each September. After three years, CPIM recipients must complete a renewal assessment for the designation to remain valid. Competitive advantage is one benefit of the CPIM credential, according to Barbara Hendrickson, president of Design Incentives in Livonia, Mich., who received her CPIM designation in 2006 after acing the assessment and exam, and contributing an executive white paper that focused on how automotive companies perceive incentive programs. “Our customers depend on us to be trained and experienced in program design and execution. The CPIM program helps to reinforce that for the customer. I did it because credibility is important,” says Hendrickson, who uses the CPIM designation (SIGs), including the Incentive Gift Card Council and the Incentive Manufacturers and Representatives Alliance, among others. Professional Journey n the world of incentive travel, SITE offers the CITE certification program. Short for Certified Incentive Travel Executive, CITE represents the pinnacle of professionalism, as the qualification criteria are quite competitive. Fewer than 100 SITE members have the CITE designation, which requires the completion of a point-based assessment of industry experience and activities in SITE; working one-on-one with a mentor; passing a three-hour written CITE examination and the preparation of a 3,000-word original research paper, which often explores emerging travel trends. “If you have CITE certification, you have the golden touch, the Midas touch, because you have a thorough understanding of all the moving parts to putting on a successful incentive trip,” says Brenda Anderson, CEO of SITE. In addition, “you have the ROI knowledge. It’s clearly the Ph.D. of the incentive travel industry.” Upon passing the exam and submitting a research paper, CITE designees receive a gold lapel pin and a plaque at an official SITE event such as the annual International Conference, and are also eligible to add CITE to their business cards, marketing materials and proposals. One person who has achieved CITE certification is Joost de Meyer, president of the Kissimmee, Fla.–based First Incentive Travel. He took the opportunity to explore his passion for cruises and ships by developing his research thesis on “How to Increase Share of Incentive Travel in the Cruise Market.” After months of disciplined selfstudy, de Meyer finally took the CITE exam and passed it with flying colors. According to de Meyer, CITE attracts a certain level of respect. “In the American market, people know the designation of CITE, and they perceive you as an expert in the field of meetings and incentives. CITE definitely helps your business.” As part of an ongoing effort to enhance education for members, SITE is currently in the process of reviewing the CITE certification program to make it accessible to more I “The CPIM program helps to reinforce [our experience] for the customer. I did it because credibility is important.” –Barbara Hendrickson, Design Incentives research and resources. The CPIM program and Principles of Results-based Incentive Design provide critical information and best practices to both incentive suppliers and corporate buyers of incentives,” says Karen Renk, executive director of the Naperville, Ill.–based IMA. “This information is invaluable in raising the level of professionalism surrounding the use of incentive programs as a business tool.” Achieving the CPIM designation is no easy feat. Within 12 months of submitting an application, candidates must complete a point-based assessment tool demonstrating experience, leadership contributions and training; pass an exam covering a wide range of topics such as motivation theory, appropriate award choices and measurement methods; and submit a white paper or on her company Web site, business cards, letterhead and every client presentation. “If someone has the CPIM, they have a strong base of knowledge. In competitive business situations, when none of my competitors have the designation in my territory, I make sure to use it as a reference point.” Research by CPIM candidates such as Hendrickson has expanded IMA’s educational resource library, which is accessible, online, for free. Contributions over the years include white papers such as “The Importance of Communication in Performance Improvement Programs,” “Putting Trophy Value into Your Gift Card Program” and much more. In addition to CPIM, IMA also offers seminars and workshops during the various events put on by its strategic industry groups 36 | Incentive | June 2008 | incentivemag.com http://incentivemag.com

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

Incentive - June 2008 Contents Editor’s Note In The News Cover Story: Seventh Annual Industry Roundtable Incentive Interview Case Study Soft Incentives Empowerment and Engagement The Incentive Career Incentive Primer Travel News: Where To Go and What To Do The Cook Islands Field Report: Bermuda Potentials: Here and Now 50 Top Motivators: The Best of the Best Electronics: High-end Audio Equipment Gift Cards: Should One Be Enough? Advertiser Index Off The Cuff

Incentive - June 2008

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