Incentive - April 2010 - (Page 26)

HOW TO Market an Incentive Program A 5-point strategy plan for boosting participation By Vincent Alonzo P eople have short memories. When a performance improvement or recognition program is out of sight, it’s usually out of mind. Constant promotion, therefore, is essential to the success of any program. There are three basic types of information incentive program participants need to know before they can submit programs: • What you want them to do • How they can do it • What reward they will get. The Strategy It takes a unified promotional strategy to communicate these elements effectively. First, develop a catchy name, or theme, and a logo that reflects the goals of the program. A phrase like “Bright Ideas” or “Everyone Counts” is bound to seem more exciting and stick longer in participants’ minds than “Our Motivation Program.” When applied consistently to program-related communications, it will provide instant recognition— the way retail brand names do. Emblazon the program name and logo on every bit of information you send out. Make them especially prominent for: 1 Pre-Event Promotion. Mail teasers to generate excitement. These can be messages sent through e-mail and other electronic media as well as small promotional items delivered through traditional mail. Teasers drop hints about the coming program and are often accompanied by small gifts related to the program’s theme or grand prize. 2 Kickoff event. 5 Periodic reports. These keep management and employees informed of participation rates, rule changes, cost savings, sales closed, and other relevant issues. Embrace All Media Traditionally, snail mail was used to send out promotional teasers and update participants on their progress in an incentive program. Today there is a plethora of tools for marketing a program. E-mail works especially well for this purpose. Or you can set up an intranet site where participants check their progress and learn about changes to the program. A short, three-month program, for example, might require updates every two weeks, while a yearlong incentive calls for sixweek postings. Don’t be lax about distributing updates to get in front of participants regularly. Don’t shy away from new media; everything from e-blasts and social networking to cellphone-generated mobile communications can be effective brandand program-awareness builders. Facebook, LinkedIn, Twitter, and MySpace have evolved into business vehicles. It’s relatively easy and inexpensive to get a group started on these sites as a means to build better, more targeted relationships with program participants and drive interest in the program as it’s unfolding. This, the program’s official launch, should explain the specifics: what you want to accomplish, how employees can participate, and what they’ll get if they do. Kickoff materials need to drum up enthusiasm for the program. If time and budget allow, plan activities around the program launch. For instance, a construction company catered lunch for the workers at each of its sites to announce a new suggestion program. Instead of the usual speeches, managers kicked things off by asking for ideas during the luncheons. In addition, all attendees received whistles for their key rings imprinted with the program logo and slogan. 3 Announcement brochure. the participants may have about fairness and other issues. Describe awards in detail and clarify any legal or tax considerations. 4 Promotional items. These 26 | Incentive | April 2010 | incentivemag.com Illustration: Mark Armstrong This should reinforce what you announced during the kickoff. Think of it as a formal invitation. Make sure the piece clearly states the rules, objectives, structure, length, awards, etc. Include contact information for questions or comments. Try to address fears items aren’t just for pre-event promotion. Use these pieces during the program’s entire qualification period. Remember, a message has to be delivered several times before it is completely absorbed. The more you reach out, the more success. Send these regularly to remind people that the program is alive and kicking. Send letters from the company president encouraging participation and lauding participants who are doing well, run an article in the company newsletter, put up posters, set up award ceremonies, pass out specialty items—do whatever you can to keep that name or logo in front. http://www.incentivemag.com

Table of Contents for the Digital Edition of Incentive - April 2010

Incentive - April 2010
Contents
Editor’s Note: Lovely, Precious Mutant Coconut Balls
Headlines
Cover Story: Making Dream Come True
2010 Merchandise Roundtable
Strategies: Use Gaming to Build Consumer Loyalty
How to Market Your Program
Travel News: Where to Go
Mexico: On the Go In Lovely Los Cabos
Travel, Awards, and Gift Cards
Potentials: Here & Now
Camera Accessories

Incentive - April 2010