Promo - April 2008 - (Page S12) Q&A Travel Card Trends Dorothy Dowling, Senior Vice President, Marketing and Sales, Best Western International: “The denomination of cards is increasing. Two years ago, the most common denominations of Best Western Travel Cards sold were $25 and $50. Today, we’re seeing mostly $50 and $100 cards, both for individual customers and corporate sales. We’re also seeing employers packaging our cards with airline cards or miles and other gift cards to help recipients create an entire vacation experience.” And from the marketer’s standpoint? Gift cards are excellent tools for driving specific transactional behavior, points out Doug Press, president, The Incentive Group. “Gift cards have an important place within the loyalty program incentive mix, as calls to action,” he says. “Because they’re cash-like, they can be used to create a clear relationship: Do this and get that. Enroll in our program by X date and get a $50 gift card, fill out this survey and get a $50 gift card, and so forth.” What kinds of firms are turning to bulk gift card programs? Those marketing electronics, sporting goods, housewares, jewelry, apparel, specialty foods and beverages, travel destinations and services, spas and health clubs. Here’s a look at some of the new formats and innovative strategies being used in the consumer marketplace: CO-BRANDED CARDS AND PARTNERSHIP PROGRAMS It’s now commonplace to customize gift cards with everything from names and personal messages to photos. Shulkin says he has done this for fundraisers, banks, realtors and others. And consumers can personalize their own cards on many online merchant sites and at retail kiosks. Meanwhile, evolving technology has facilitated co-branded plastic cards, leading to more partnerships. “Co-branding allows for leveraging the equity of two brands—a huge opportunity for both brands to win,” points out Rick Blabolil, president of Marketing Innovators International and president of the IMA. As Mark Herrington, president, First Data Prepaid Services recently pointed out, “From large discount stores to fast Hungry for an incentive program that works? Whether you’re looking to promote your brand, increase sales, improve customer relationships or motivate employees, Omaha Steaks® has a variety of incentive programs to meet your needs. And because of our turnkey operation, you’ll have no minimum orders and no inventory to manage. We’ll take care of everything! ©2008 Omaha Creative Group, Inc. 280132-H S 12 SPECIAL ADVERTISING SUPPLEMENT http://www.osincentives.com http://www.osincentives.com
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