Product category:
Premiums and incentives, merchandise
News Release from: Fresh Rewards | Subject: Incentive programmes
Edited by the Marketingservicestalk Editorial
Team on 29 June 2007
How to run a successful incentive
programme
Keith Herman, Managing Director of travel, lifestyle and leisure incentives and rewards specialist Fresh Rewards, describes the key elements to consider before embarking on a campaign.
Get under the skin of the brand and the target audience: the most successful campaigns are ones where there is a synergy with the brand and/or target audience and the incentives chosen A good incentive provider will get as much information as possible about the brand and their consumer before presenting ideas
This article was originally published on Marketingservicestalk on 28 Jun 2007 at 8.00am (UK)
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Incentives need desirability for them to work.
Choice/adaptability: in some instances one incentive can appeal to the whole of the target audience - for example, a two for the price of one organic hotel break incentive would have universal appeal to consumers of an organic product.
However in other cases the best solution is to offer a variety of incentives as a booklet of offers - as in the case of the promotions that Fresh Rewards has worked on for the Early Learning Centre.
Acknowledging that not all mums are the same - and that children have varying hobbies and interests - the booklets of leisure vouchers produced for the sales promotion campaigns all offered choice.
Timing: once you have chosen vouchers that are desirable, the next thing is to promote these vouchers at the optimum time.
Again, the Early Learning Centre promotions show excellent use of timing: 'Free Range Kids' promoted in store in May/June 2006 - in time for parents to plan their kids' summer holiday activities and maximise on the savings on offer; 'Mummy Off' vouchers in store from the end of August 2006 - the perfect timing for Mums to give themselves a treat when the kids went back to school; The current campaign 'Mum's Summer Survival Guide' which went live in June 2007 and combined inspiring play ideas to keep children amused during the holidays - and pampering offers to give mums a well-deserved treat.
Accessibility/ease of use: any good incentive programme needs to ensure that the incentives are easily accessible - and are easy to use.
Again using the Early Learning Centre promotions as an example: Mums of young children are often balancing home and work so it was considered vital to ensure the success of the promotions that the vouchers were easily obtainable.
The booklet of vouchers was therefore given out at point of sale in store for instant gratification and ease.
The promotions featured in all 220 of Early Learning Centres nationwide - throughout the UK and Ireland - therefore wide geographical coverage of participating venues was also paramount to ensure vouchers could be redeemed with ease and limited travel time (essential to parents with small children).
Fresh Rewards therefore actively recruited venues based around the geographic location of the Early Learning Centres.
All the vouchers had very clear and easy to follow instructions on how to redeem them.
Participating venues were either listed on the individual vouchers or accessible via the Early Learning Centre website.
Fresh Rewards also provided a helpline to answer any queries the customers may have had - ensuring a smooth running promotion from start to finish.
Fresh Rewards is a Manchester-based innovative travel, lifestyle and leisure incentives and rewards specialist that offers an end-to-end service for marketing, sales promotions, loyalty programmes and travel and leisure incentives.
It is a sister company of Fresh, the award-winning creative event management and video specialist.
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