| Present and Correct
The most desirable gifts to give key customers
are those that money can’t buy. But Martin Croft
discovers there are certain rules that must be followed
when it comes to the incentives game.
A free mouse mat just doesn’t cut the mustard
any more, at least not with today’s jaded, have-it-all
customers. If a premium or an incentive is going to
deliver the business then is has to be something out
of the ordinary, according to the experts. But out
of the ordinary doesn’t necessarily have to
mean ultra-expensive, some argue.
Justine Clement, Managing Director at prize and incentive
specialist agency Unmissable, says:
“Schmoozing your key customers is a very competitive
market. Their desks may be groaning under the weight
of desk ornaments, personalised pens and so on. You
need to achieve ‘stand out’ with your
gift or incentive – something that will stimulate
and excite even the most savvy customer who has everything.
It is vital to understand your key audience, tap
into their motivations to find an innovative product
or experience that can’t be found ordinarily
on the high street and which, more importantly, doesn’t
necessarily have to cost the earth. It is perceived
value that is important.”
Bespoke Approach
Clement argues: “ You can gain far more return
by offering incentives and rewards that are tailored
around the customer and are imaginative and unique.
It’s this bespoke approach combined with creating
‘stand out’ gifts within budget that is
paramount to creating a successful customer reward
or incentive. Remember, never underestimate the power
of dreams when motivating customers and never limit
your imagination on what can be achieved.”
Clement cites as examples of tailored packages the
opportunity to fly a jet fighter plane; being coached
at Lord’s by former England cricket captain
Mike Gatting; or lunch in Champagne, rather than Champagne
at lunch.
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