 |
 |
 |
2006 July Special Edition |
|
|
|
|
|
Incentive News and Trends brought to
you by Hallmark Insights
800.765.4438
|
|
|
|
|
- Year-end and holiday gifts to thank loyal customers and reward dedicated employees
- Employee service awards
- Fourth quarter or year-end bonuses
It's already third quarter - how are your plans for year-end incentive programs progressing?
Remember, Hallmark Insights has the proven experience and in-depth expertise to create a program that works for you. Our services include: planning, management systems, marketing communications and support. Learn more about how Hallmark Insights can help with your incentive programs.
Click here or call 800.765.4438 to reach an account executive.
|
|
|
|
|
|
|
|
|
|
Gift cards provide the same flexibility and versatility as cash, but their greater trophy value means they won't be confused with compensation.
The utility of non-cash rewards is enhanced by the perceived value and visibility of the awards and the buzz created when people receive them. A high-end, high-performance outdoor gas grill will serve  as a positive reminder to the participant of his or her performance (and firm) every time it is fired up, as will the memories evoked by a motivational travel program. Cash, on the other hand, quickly gets mixed in recipients' minds as compensation and usually disappears into the family budget with no direct communication benefits to the giver.
While most gift cards are presented showing a dollar value, that's where the comparison with cash stops.
When properly used, gift cards provide powerful, ongoing target marketing power. That potential has to be unlocked, however, through careful marketing and ongoing communication of your program, the branding/and or customization of the packaging and through effective presentation of the awards and recognition of the award winners. By using stored value cards as part of an ongoing program, where points - or cash value - is added as successive goals are met, gift cards can, in fact, become a permanent fixture in an employee's wallet, acting as an effective reminder to program participants every time that wallet is pulled out and the card used. Friends and family often see award winners use the card and may see them use it often. That's trophy value.
Build Awareness By Ongoing Communication
The trophy value of a gift card program has as much to do with what the user company puts into it as the cash value that's stored on it. And one of the first things that companies should be communicating is the gift card's utility.
- Gift cards give the recipient a wide choice of options for redemption, so the reward possibilities abound and the recipient self-selects the most motivational award.
- Gift cards are easily incorporated into point-tracking programs where award levels are tracked and awards issued almost instantaneously.
- Recipients can store points or value on their card until they've found the reward that most suits them and their family.
- For many people, and for their families in particular, half the fun of receiving an award is shopping. Recipients can share the experience with their families by having them partake in the reward selection and ultimately the reward itself-whether it's a night on the town, a travel experience, or a new big-screen TV.
In addition to communicating the inherent value in the gift card, companies should be communicating the details of the gift card program, just as they would for any other incentive or recognition program. This might involve:
- Create a theme for the program - provide a theme or "brand" for the program so that people think of the program as a specific campaign. Think about customizing the packaging and accompanying materials with the program theme as well as with your company logo.
- Explain the program - lay out the goals, objectives, the way performance will be measured, and the way rewards will be awarded and delivered. And again, remind participants of the flexibility of the cards in terms of the benefit of choice.
 - Have a meeting - use this as a way to kick off your program at the national, regional, or local level. Kickoff meetings headed by top management are a powerful way to boost any performance improvement effort.
- Create a newsletter to provide information about the program, track its progress, and recognize winners. Think about using the newsletter to report on the variety of rewards redeemed via the incentive gift card to reinforce the perceived value in having that wide choice.
- Talk up participants' reward choices. Management shouldn't just hand out gift cards and forget about them. Ask participants what they rewarded themselves with for their performance efforts, and publicize the gifts they chose to reward themselves.
- Send letters to announce winners and also to communicate in a positive way to those who didn't meet objectives that you appreciate their efforts.
Presentation is Essential
In fact, because gift cards are so easy to deliver, some companies neglect to put enough effort into their presentation of these awards. That's a mistake. Presentation is an important component of any incentive program-gift cards included-and an effective presentation, in front of peers, and family if possible, is another way of increasing the perceived value and trophy value of the award.
Learn more about how our full suite of services will create a meaningful, memorable and measurable gift card program to keep your employees engaged. Click here to contact a Hallmark Insights Account Executive via email or call 800.765.4438 today.
Source: Excerpted from "Putting Trophy Value into Your Gift Card Program", Executive White Paper commissioned by the Incentive Gift Certificate Council (IGCC) of the Incentive Marketing Association.
|
|
|
|
Gift certificates and gift cards are increasingly becoming a preferred motivator in both the consumer and business-to-business arena.
 They build on the strengths of non-cash incentives by offering rewards that are more memorable and can be redeemed for merchandise or travel that recipients wouldn't otherwise buy for themselves. And they offer the power of choice - recipients can select the reward that's most meaningful to them. The use of gift cards in incentive programs is growing and will continue to grow as more companies take advantage of their flexibility, their ease of use, and the low administrative costs and hassles.
Corporate managers appreciate the turnkey aspects of such programs; they're great for award programs with multiple award levels; recipients appreciate the wide range of award levels available and their freedom to choose their own reward; and with effective communication, customization and presentation, the trophy value of gift cards can produce meaningful, measurable, and memorable results for your incentive programs.
Source: Excerpt from "Putting Trophy Value into Your Gift Card Program", Executive White Paper commissioned by the Incentive Gift Certificate Council (IGCC) of the Incentive Marketing Association.
|
|
|
|
 The Motivation Show
Visit us at the Hallmark Insights Booth 3587, September 26-28, in Chicago. The Motivation Show is the world's largest exhibition of motivational products and services.
IHPM Sixth Annual Conference:
"Transforming Employee Health Into Business Performance"
Visit the Hallmark Insights Booth September 27-28 in Lake Las Vegas.
 About IHPM
The Institute for Health and Productivity Management (IHPM) is a global enterprise created in 1997 to establish the full value of employee health and maximize its impact on business performance. It does this by helping employers to identify the total cost impact of employee illness on business performance; choose the best opportunities to reduce this cost impact and improve performance; and measure the success of their efforts.
|
|
|
|
Web Site Navigation Redesigned With Client In Mind
 We've redesigned our corporate web site with our clients in mind. Recently updated to reflect our new name and brand, we've taken a step further to organize the site navigation based on our current client segments: employee recognition, sales incentives, health and wellness, and consumer incentives.
Below are a few of the benefits for our clients and merchant partners:
- Quickly find information that is pertinent to you - news and information by segment is within
one or two clicks!
- Dynamic creative elements are now closely aligned to printed brochures and materials
- Page organization is simple and easy to read
- Corporate contact information is easily accessible
- View one of the incentive industry's largest merchant offering - sample lists available
Redesigned Gift Cards and Certificates
To Showcase Client and Merchant Brands
We seized the opportunity to redesign gift certificates, gift cards and carriers when our name change to Hallmark Insights required re-branding the pieces. We set out to create designs that showcases the brands of our clients and merchant partners and are meaningful and memorable to recipients.
 Meaningful. Make a powerful connection between you and your employees or customers.
Design elements of each piece were significantly scaled back to showcase the client and merchant brands and award message.
Memorable. Reinforce desired behaviors and create a lasting, positive impression for your business.
The gift certificate and gift card carrier provide additional marketing exposure for the original award message and client brand.
The merchant brand is prominently displayed on the gift card or certificate that the recipient selected as their unique reward.
Measurable. Get tangible results: increased sales, higher productivity, improved ROI. Let us use our experience, technology and flawless execution to design a gift card, gift certificate or online gift certificate incentive program that meets your objectives.
Click here to learn more about how Hallmark Insights can help with your incentive programs, and click here for information about joining our merchant network.
|
|
© 2006 Hallmark Insights. All rights reserved.
|
|
|
|
|
|
