Promo - April 2008 - (Page S15) ical card) are increasingly popular for employee and business customer incentive programs. Sodexo is launching the Esteem Pass, a prepaid card on the Discover platform, designed for corporate and dealer incentive programs. The card can be used at Banana Republic, Gap, Home Depot, KB Toys, Legal Sea Foods, Pottery Barn, Sunglass Hut, Williams Sonoma and others, according to Jim Roosa, account group director, Stoner Bunting Advertising, an agency that helps upscale retailers and other clients with their incentive programs. card purchased. Fuji Film, which manufacturers mammogram machines, cosponsored one card, Roosa reports. CharityGiftCertificates.org provides a platform for individuals and corporations to buy plastic gift cards, personalized certificates or e-cards that recipients then use to designate which of more than 100 charities they would like to give to. Co-branded cards are available for large corporate orders. How to Select Incentives (continued ) <Communicate MULTI-PURPOSE STRATEGIES Many brands deploy cards that function well in both gift and loyalty programs, often incorporating personalized formats and rewards and Web transactiondriving components. Subway rolled out a program in 2006. Customers can purchase the brand’s reusable/reloadable spending/gift card in any amount between $5 and $100 at participating North American outlets. They can also join the Subway Rewards Card program (which replaced the old Sub Club Card), earning one point for frequently, from start to finish. “Communication is critical,” stresses Mike Landry, national sales manager, special markets for Tumi. “You’ve got to be very clear about what people have to do to earn points and use them, and make it very easy for them to redeem them. Pages of fine print just frustrate people and make them lose interest.” Jeff Beegle, executive vice president of sales and CMO for MotivAction and an IMA board director, adds: “You need to create a very targeted communications campaign for the consumer first and then reinforce the messages with rewards. The messages have to be highly meaningful and relevant to the recipient.” Continued S17 CAUSE-RELATED PROGRAMS Cause-related marketing is hardly new, but it’s getting more popular. Brands and retailers in nearly every category are “doing well by doing good.” For example, Linens ‘n Things supports the National Breast Cancer Foundation with a gift-card program. It offers a special Pink card with co-branded versions—$1 is donated to NBCF for each TODAY’S THE DAY TO leverage the brand power of JCPenney The JCPenney e-Gift Card is the perfect vehicle for marketing and promotions. Effective – Customizable for co-branding Convenient – Redeemable both online and at over 1,500 store locations Flexible – Available in any denomination: $10 to $500 SPECIAL ADVERTISING SUPPLEMENT 800.832.GIFT (4438) www.jcpgiftcard.com S 15 http://CharityGiftCerticates.org http://www.jcpgiftcard.com http://www.jcpgiftcard.com
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