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Feature - Corporate Incentives
Article - Research carried out by Euro RSCG
Skybridge for a blue chip client revealed that of
the 75 or so emails staff get each day, at least a
third aren't read; high on the delete list are mails
from internal communications, indicating that staff
are missing out on corporate incentives messages.
P&I reports on why motivation and incentives specialists
are about to face the challenge of finding new ways
to engage and communicate with staff, and delivering
incentives to match.
Andrew Cook, director of sales at leading prize promotion
specialist, Unmissable, replies…
As a brand strives to develop loyalty and subsequently
increased revenue with its customers, companies need
to consider their employees in the same vain. The
old adage a happy workforce is a productive workforce
is key, companies face a continual uphill battle to
motivate and keep good staff, which is why incentives
play such a crucial role. Similar to creating consumer
promotions, cash isn’t necessarily the biggest
incentive. If you understand what drives people’s
aspirations a corporate incentive combining ‘experiences’
can be a real winner, as the memory will always last
longer than the cash.
For example, dinner for two in Paris on Valentine’s
night at a top hotel will probably cost around £1,000,
yet have far more perceived value than the cash equivalent,
especially if the incentive fulfils the prizewinners
aspirations. Similarly a night for 2 at a movie premier
mingling with the stars of the screen would be more
motivating than £400 extra in the pay packet.
The key to delivering a successful corporate incentive
is to clearly communicate the objectives and mechanics
of the scheme to everyone, ensuring all staff buy
into it.
The prizes need to be imaginative, inspirational,
motivating and appealing to all those taking part,
it is also likely the company will be viewed as a
cool place to work. Target levels set for the scheme
need to be challenging but also realistic to keep
interest levels going
With all incentive schemes there needs to be an immediacy
with the reward as the appeal factor diminishes in
time if it cannot be experienced, so don’t offer
a 2 week trip to a festival in October if the reward
is won in March, and similarly if the winner needs
to pay for anything - offering a trip for one person
is less appealing as more than likely they will have
to pay for a partner.
Gauging staff reaction and feedback is essential
to getting it right. The simplest way is to note the
level of conversation about the scheme around the
office or by holding an open forum a few weeks into
the scheme to get initial feedback and establish any
concerns and if necessary make any changes.
To tips for delivering successful staff incentives
are:
- Always reflect the likes/dislikes or interests
of the target audience within the prize
- The mechanic of how to win must be clear and
unambiguous leaving no potential for misinterpretation
- Consider whether the incentive is purely fun
or needs to have an educational element.
- All winners must be treated like VIP’s
- Where annual sales target need to be achieved,
consider minimum monthly target to maintain constant
sales over the duration of the incentive
Unmissable
With a specific focus on travel, lifestyle experiences
and consumer goods, Unmissable specialises in creating
and delivering bespoke solutions for consumer promotions
and staff / trade incentives.
They work in partnership with some of the UK's leading
Sales Promotion, Public Relations & Direct Marketing
agencies as well as some of the most recognised consumer
brands and leading commercial radio stations. Unmissable
has successfully delivered promotions utilising a
number of mechanics including, commercial radio, and
on-pack, in store, print, online, SMS and television.
- ENDS -
For further information,
please contact:
Jane Lowen, The Press Office, 01580 764721
jtlowen@aol.com
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