Feature Article - November/December 2017

Still Going Strong

Education, Certification Among Top Distinctions of IMA

By Deborah L. Vence

Circle of Excellence

The 2017 Circle of Excellence winners were honored on July 25 during the annual IMA Summit in Orlando, Fla., with five IMA member companies and their incentive partners receiving awards for outstanding successful customer and employee incentive programs designed to help drive business.

The winners are: Power2Motivate with PFU (EMEA); HMI Performance Incentives with Eaton; Incentive Solutions with Ferguson, a Wolseley Company; Solterbeck with Optus; Solterbeck with Westpac; and Lyoness Management Americas.

The 2017 winners each received new one-of-a-kind awards, created by award ceremony sponsor, Pelucida Glass, a glass manufacturing studio and factory based in the Finger Lakes region of Upstate New York.

"This year's winners clearly showcase the importance of having all of the right elements," said Mike Landry, CPIM, Circle of Excellence chair and vice president of special markets for Tumi, a high-end luggage manufacturer.

"It's about having clear goals, knowing your audience and having the right types of rewards and incentives," he said. "This can be everything from gift cards and merchandise to travel experiences that create an emotional connection for employees. It's also about using the right technology to make it easier to manage multiple reward programs nationally and globally."

The incentive industry is already at $90 billion [according to an Incentive Federation Marketplace Estimate Research Study in 2016].

HMI Performance Incentives was a winner in the Dealer/Distributor Incentive Award category with a program they managed with Eaton.

"One of the testimonials they provided clearly demonstrates that the program created an important connection: 'This is the first vendor promotion that was fueled by sales that I have not only participated in, but felt was worth my time trying to sell to the customer and upload onto the site. This was a great experience, and I would love to participate again in any of the Eaton promotions.'

"Businesses today," Landry said, "are looking for every advantage, whether it's creating a highly engaged workforce, improving customer loyalty or increasing sales. These Circle of Excellence winners have shown a panel of industry leaders that they have the expertise to help businesses meet and exceed their business goals."

He added, "The winners are recognized for use of best practices, creativity, development of strategies, execution and measurable results, in some cases not just for the program, but how it contributed to the overall success of the organization. When businesses are looking for new ideas for successful strategies, these winners provide the real world success stories we can all learn from."

Power2Motivate with PFU (EMEA) — Consumer Offer/ Branding Program/Customer Loyalty Award and Sales Incentive Award

PFU, a Fujitsu company, wanted to redefine its approach to rewarding channel partners across the EMEA region, particularly resellers. Previous programs had used reactive rewards, were not country- or reseller-specific, relied primarily on cash and rebates, and were difficult to communicate. With the help of Power2Motivate, PFU set out to foster reseller loyalty, build mindshare, increase sales and engage 60 percent of resellers in its new Imaging Rewards Program. As a result, PFU met its engagement goals and saw a 39 percent increase in sales. The new Imaging Rewards Program offers locally sourced, culturally relevant rewards. Resellers are rewarded Imaging Points for registering sales through an automated sales logging tool. The points can be spent on rewards offered in a localized Rewards Gallery with access to a Global Concierge for additional options.

HMI Performance Incentives with Eaton — Dealer/Distributor Incentive Award (tie)

Eaton wanted to grow sales of its core products, which are sold through a network of manufacturer representative companies and electrical distribution partners. Eaton partnered with HMI Performance Incentives to develop a short term promotion: "Get In. Get Away."

Participants in the promotion were rewarded on their performance over the program earning period. An electronic promotional kit was provided to manufacturers' reps to help them connect with distributors and encourage their counter sales staff to enroll. Inside sales/counter people were awarded an electronic spin-to-win code to claim their rewards on the website portal every two weeks. Representatives benefitted by receiving the same prizes won by each person they enrolled throughout the campaign. The program exceeded expectations with 97 percent of participants saying that they found Eaton products very valuable and 87 percent indicating that they found the program rewarding.

Incentive Solutions with Ferguson, A Wolseley Company — Dealer Distributor Incentive Award (tie)

"For 2016, Ferguson worked with Incentive Solutions to refresh its Ferguson PRO Plus long-term loyalty program for their professional trade contractors. The program encourages online ordering for smaller customers, which reduces service costs and increases self-sufficiency, while freeing up the sales team to focus on larger customers."

In addition to the core program point offerings, customers could earn extra points by participating in anniversary campaigns and completing surveys. A sports-themed campaign using a former pro football player coincided with the kickoff of the NFL preseason and featured daily football trivia. All products on Ferguson Online qualify for points, which are awarded monthly and never expire. Points are redeemable for a wide array of merchandise, event tickets, trip rewards and more. Points also can be donated to select charitable organizations. As a result, Ferguson met its goals with 77 percent participating and increases across all metrics.