Incentive - December 2008 - (Page 47) LUXURY BRANDS in Los Angeles, Atlanta and London. “Whether it is the World Series, the NHL All-Star Game, Formula One, World Cup, the American Music Awards or the Sundance Film Festival, all of these experiences ar e considered to be once-in-a-lifetime. Stories are made from these events. No one will remember the cash they earned fiv e years ago or the refrigerator that they were rewarded.” For the Beijing 2008 Olympic Games, RPMC managed the employee and consumer incentive programs for Budweiser and McDonald’s. From start to finish, RPMC handled the transpor tation, the securing of tickets, hospitality and pre- and post-experience communications for both companies. On a smaller scale, headliner concer ts are also a hit as an incentiv e award for the right audience. “If you are into music and you are someone who is into Madonna, Bruce Springsteen or the Rolling Stones, and you see them walk on stage or hear that classic song, these ar e special moments that people will remember,” Schwartz says. The high-perceived value of incentive programs tied to a world-class event also does wonders for motiv ation, according to Debra Swersky, manager of marketing and events for the Inside Sports and Entertainment Group in New York City. “Remember these are sought-after tickets so there is a wow factor,” she says. “The Masters is always a really big one for our clients, so is US Open tennis, Fashion Week and the Emmy Awards. It is really about knowing your audience, and understanding their inter ests and offering something that they are passionate about. This will make them work that much harder toward a greater goal.” One Inside Sports and Entertainment client—Glaceau—experienced the excitement of two exceptional events over the course of one pr ogram—the NCAA Final Four in Atlanta and the Masters Tournament in Augusta, Georgia. Among the highlights of the whirlwind w eek were the opportunity to attend the collegiate basketball semi-finals and finals, and a cocktail reception with ESPN sports commentator Jay Billus. They also received tickets to the venerable golf event and Final Four merchandise to take home as souvenirs. On the other side of the spectrum, Ford dealers are not the most likely bunch to watch models strut the catwalks under the tents of New York’s Bryant Park, but Inside Sports and Entertainment Group arranged for one group to attend the Pamela Roland and Betsey Johnson shows, while another took in the latest designs of Vera Wang and Anna Sui. “It is about offering out-of-the box experiences,” says Swersky. Carol Ivcich of Maritz in St. Louis, Missouri, echoes sentiments similar to those of her incentiv e industry colleagues. “The benefit of including experiential awards in your assortment is—if merchandised correctly—that the awards can easily cut across socio-economic boundaries,” says Ivcich. “Everyone has a dream. If your PLANNER RESOURCES Inside Sports and Entertainment Group (212) 209-3952 www.insideseg.com Maritz (877) 4-MARITZ www.maritz.com On Point (713) 227-8888 www.onpointevents.com RPMC (818) 222-7762 www.rpmc.com USMotivation (866) 855-4702 www.usmotivation.com INCENTIVE LUXURY BRANDS 2008 | SPECIAL SECTION 47 http://www.insideseg.com http://www.maritz.com http://www.onpointevents.com http://www.rpmc.com http://www.usmotivation.com
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