CREATING A STRATEGY
Far too often, the incentive promotion strategy is an afterthought late in the incentive launch. Like any successful marketing effort, a sufficient incentive needs a comprehensive campaign strategy, creative theme, targeted messaging, and communications timeline to support your incentive deliverables and create top-of-mind awareness.
In today’s world, people are bombarded with information—emails stuff in boxes at the rate of 200+ per day. Users glance for a fraction of a nanosecond, with their index finger on the delete-key, rapidly clicking like a teenage video gamer. It’s vital that your promotional strategy not depend solely on a few emails; your message must break through the clutter.
#1 Mistake: Tiny communication or promotional budgets. Your incentive will become the best kept secret!
COMMUNICATIONS CAMPAIGN
THEME
A clever, attractive theme can go a long way. Tie it to your program goals. Use the natural attraction of the travel destination or awards for visual interest. Evaluate style preferences — conservative, hip, retro, fun, corporate, or informative. Ask yourself: what do you want the audience to feel or think when they look at the graphics?
TEASER
Before officially announcing the program, distribute a teaser — something that hints of events to come. It might be a small promotional item or a creative, visually-appealing email to pique interest.
KICKOFF ANNOUNCEMENT
Custom design a promotional flyer to generate excitement and share high-level details (incentive dates, eligible employees, program objectives, rules, and, most importantly, the awards). Promote the overall program and direct everyone to the incentive website for full details. Include a clear call-to-action.
GRAPHICAL EMAIL ANNOUNCEMENT
Convert the kickoff announcement to a PDF or graphical, HTML email, and blast it to participants. Consider breaking the graphics and messages into pieces for a multi-touch email campaign.
KICKOFF EVENT
If your participants are in a large office or just a few locations, try to add a launch event announcing the new incentive program, live and in person. Make it a party with decorations and themed snacks. Demonstrate a personal commitment to the incentive’s success, as well as challenging your audience.
POSTCARDS
Direct mail postcards are making a dramatic comeback. Email marketing is over-saturated, with open rates and click-thrus declining further and further. Mail a visually-engaging, custom-designed, full color, cardstock postcard to catch their attention and convey importance.
BANNER OR BUTTON ADS
Consider online ads (especially for external channels). Post ads on employee intranet sites and partner portals too.
POSTERS
Themed, 18×24, full-color posters are super billboards in large offices or break rooms of retail businesses.
REMINDERS
Consider mailing reminders to the participants’ homes to create additional family support. Something as simple as a program letterhead can be used to reinforce both theme and incentive.
MONTHLY STATEMENTS / NEWSLETTERS
Electronic statements give detailed feedback on points, current ranking, and status; communicate messages from the management; recognize winners, and announce new program information. For improved user experience, personalize your message with variable content based on the user profile.
GIVEAWAYS
Tangible, promotional items generate excitement and motivation for the incentive program. When an employee uses a practical object like a pen or mouse pad or is amused by a tactile toy like a stress ball, they are reminded of the incentive program. We recommend one giveaway at kickoff and another at program mid-point to serve as a useful reminder.
KICKOFF KITS
We love 3-dimensional kits with a “thud factor” — a custom box of collateral and giveaways that makes a thud sound when it lands on a desk. Kit ideas include giveaways, brochures, selling aids, tip sheets, notebooks, pens, posters, window clings, etc.
REMEMBER
• Create a catchy theme
