Incentive - December 2008 - (Page 46) LUXURY BRANDS all-access awards WHEN THE NEW ENGLAND PATRIOTS took on the New York Giants during Super Bowl XLII last February, little did spectators know that it would be one of the most gripping games in all of football. N ot only was the surprising upset a glorious moment in spor ts history, but it was an unforgettable milestone for a group of ambitious Porsche dealers, who scored coveted spots in the audience as par t of their own highly charged sales competition. Seeing the action unfold at a high-pr ofile event, such as the Super Bowl, offers a rare opportunity reserved only for an elite fe w. In the case of Porsche, the chance to attend the gridir on showdown gave dealers the drive and determination to move more Boxsters and Caymans in the traditionally slow fourth quarter. “The Super Bowl really grabbed everyone’s attention. The theme and timing were perfect, and the incentive program helped the dealers really focus on selling the vehicles,” says Eugene Litinov, manager of business operations for Porsche Cars North America. “These are very competitive people, and these guys were checking their standings every week. When we looked at the sales results in the end, we came seven percent above the original forecast, so the Super Bowl did have a positive impact on performance.” Launched in October 2007, the “Porsche Mid-Engine Playoffs,” organized and operated by USMotivation in Atlanta, revved up participating dealers in the United States and Canada by awarding them with points for every car sold, and instilled ev en more interest with the chance to win S uper Bowl tickets. Creative communications weaved the theme throughout the program with miniature footballs, sporty notebooks, water bottles and other fun merchandise items. In addition to game day, Porsche dealers relaxed with rounds of golf and spa tr eatments, and enjoyed additional networking at the Touchdown Club and the NFL E xperience over the course of the three-day trip. BY JEANIE CASISON Awe-inspiring sports and entertainment events set the stage for exceptional incentive experiences The Super Bowl proved to be a win-win pr oposition for the Porsche dealer participants. “It is very important to understand the demographics of an incentive program. Who is the audience and what behavior ar e you trying to change? You then have to look at the demographics and assess aspirational awards that can drive the desired behavior,” says Mark Prine, divisional director of major accounts at USM otivation, who worked with Premiere Global Sports in New York City to secure the Super Bowl package for Porsche. “These luxury high-end car dealers are well-paid guys, so the award had to be something aspirational to get their attention. ” Whether it is the Super Bowl, Olympics, Masters Tournament, All-Star Game, US Open, Fashion Week, the NCAA Final Four, or even the historic 2009 presidential inauguration, these affairs to r emember can aid in achieving business goals, and help to build long-lasting memories among incentiv e participants. Here is a look at ho w to score some of the hottest tickets around for your group of VIPs. trophy value Being a part of the crowd at a big-ticket event such as the Beijing 2008 Olympic Games certainly warrants a little boasting fr om time to time. Who wouldn’t want to hear a first-hand account of witnessing M ichael Phelps or Kobe Bryant competing their way to gold? The exclusivity of sports and entertainment events alone makes them a thrilling option for incentiv e programs. “People dream of going to these types of ev ents. It is a great place to entertain, and the whole world is watching. When you say ‘I was there, and this is the company that took me, it is usually a bit unbeliev able for the average person to imagine,” says Murray Schwartz, a partner of RPMC, a travel entertainment, sports and marketing promotion company with offices 46 INCENTIVE LUXURY BRANDS 2008 | SPECIAL SECTION
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