Promo - April 2008 - (Page S8) BRAND PARTNERSHIPS Q&A “We’re definitely seeing a trend toward programs where the brand being used has strong synergy with the brand it’s working for,” Landry says. For example, Tumi is in talks with Hertz Rental Car about various types of programs, such as loyalty and gift-with-purchase, to generate more business during January, Hertz’s slowest month. “That’s an example of great synergy between two brands, where the demographics match perfectly,” Landry says. “One can only imagine how many Tumi bags are riding around in Hertz rental cars on any given day.” A similarly spot-on match: This year, Princess Cruises plans to offer a 21” Samsonite upright luggage piece as a premium with cruise purchases (the luggage will be delivered pre-cruise), reports Pete Mitchell, Samsonite’s director, B-to-B sales and an IMA board director. Travelers will also have the opportunity to buy the luggage at a discount online or in Samsonite retail outlets. Are employee incentive programs “expendable” in economic downturns? Jimmy Beyer, National Sales Manager, Sony Electronics Inc.: “The last thing that companies should do when times get tough is pare down or eliminate incentive programs. You need your salespeople and your whole team to be fighting even harder to get those sales.” One example of such consolidation: Online marketing professionals attending the Omniture Summit held in Salt Lake City in March walked away with a Tumi bag, “instead of maybe a baseball cap and a polo shirt,” Landry notes. Big-bang merchandise can also be used effectively in employee incentive programs. One Fortune 50 company used certified diamonds as an incentive for customer service reps to convert homeowners to broadband cable, with reps receiving points toward diamond rewards for each conversion. The contest, which was managed through a Web interface created by The Corporate Marketplace (which also secured the diamonds through its supplier chain), achieved the company’s goals in just two months, rather than the scheduled three. LIFESTYLE AND HOBBYIST ITEMS “There’s been a big surge in demand for lifestyle products, particularly for recognition or years-of-service awards,” says Norma Jean Knollenberg, owner and CEO of Top Brands, Inc. and executive vice president of the IMA. For instance, people enjoy being able to treat themselves to upgraded or more upscale versions of items that enhance their hobbies or homes, “things they would not normally go out and buy for themselves,” says Knollenberg. Examples include upscale cookware, golf and other sporting equipment, and household items like vacuums or floor cleaners. “Experiential rewards are increasingly popular for sales and employee recognition because people really appreciate getting not just the merchandise item, but a means of helping them use and enjoy it,” adds Godar. Cooking and golfing lessons, wine tastings, and all kinds of activities and adventures related to hobbies and interests are being offered as part of a choice of merchandise and other reward options. ©2008 Tumi, Inc. “BIG-BANG” GIFTS AND REWARDS Landry reports a growing trend for high-level, upscale conference and event organizers to consolidate their gift or premium budgets into one branded item that is both useful and luxurious. “In years past, conference organizers might give attendees several small, fun gifts—maybe flip-flops on the first day, sunglasses on the second, candy on the third,” he says. “But event organizers are more aware these days that those kinds of items often end up in hotel wastebaskets.” CREATIVE LUXURY ITEMS Toomey reports growth in interest among high income-earners in unique items like art and musical instruments. One large company gave high-quality www.tumispecialmarkets.com 800.669.3181 SPECIAL ADVERTISING SUPPLEMENT http://www.tumispecialmarkets.com http://www.tumispecialmarkets.com
For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.