Incentive - December 2008 - (Page 72) GIFT CARDS combination of a $25 Restaurant.com card and two movie tickets through Fandango. “We’ve found that to be very successful,” says Allan Levy, CEO of SellUp, the company that coordinates the consumer promotions for Abe’s of Maine. “In direct marketing it’s very important to have a clear message, so when we can say ‘dine out at your favorite local restaurant on us,’ customers respond.” Both dining and entertainment on the same card. First Data’s Landsverk has seen not only seen dinner-and-a-movie cards being embraced, but also coffee-and-a-download cards more recently. According to Landsverk, the main concern is that the companies that are co-branding the card complement one another and are both likely to appeal to the winner. While a night out on the company is a “We try to get them something they wouldn’t buy for themselves.” —Jane McEntyre, McEntyre Public Relations Fandango and Restaurant.com cards can be redeemed nationwide, at theaters and restaurants, respectively, allowing the gift to apply to a wide audience. Prepaid solutions companies like First Data can even arrange to combine the popular reward, a night in can also make for a highly appreciated option. Jane McEntyre, founder and CEO of New York–based McEntyre Public Relations handles the gift buying for her clients, and this year, she not only sent out movie theater gift cards, but also included a DVD of Iron Man for one of her client’s recipient list—offering an evening at home and a night out, care of her client. “We try to get them something they wouldn’t buy for themselves,” says McEntyre. For those who aren’t sure what movie their winners might want to watch, a Blockbuster or Best Buy gift card could ensure even those with the most particular tastes will find something to enjoy. Gift cards and certificates from the suppliers that deliver meals to the winner’s door offer a winner the chance to enjoy an evening at home with his or her loved ones. The recipient can share such gourmet options as a spiral-sliced ham from Honeybaked, or a full three-course meal from Omaha Steaks, including sides and dessert, with his or her family—an appropriate reward for the hard worker who may have missed a family dinner recently because of a late night at the office. I Send comments to alex.palmer@incentivemag.com 72 | Incentive | December 2008 | incentivemag.com http://www.Restaurant.com http://www.Restaurant.com http://www.incentivemag.com
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