Departments - September/October 2019

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IMA Recognizes Outstanding Programs, Professionals


The Incentive Marketing Association (IMA) recently presented its 2019 Circle of Excellence Awards, recognizing development and delivery of outstanding non-cash incentive programs that motivate employees, win customers and improve sales.

"The IMA Circle of Excellence Awards are where you can see theory and practice come together with compelling stories of business improvement resulting from more engaged employees, increased product sales and expanded dealer sales," said Mike Landry, CPIM, vice president of special markets, Tumi, and Circle of Excellence chair. "IMA members are leaders in applying best practices, innovative ideas and the latest technology to help companies implement efficient, effective reward and recognition programs that make people feel valued and appreciated."

The 2019 IMA Circle of Excellence Award Winners include:

  • Incentive Solutions With Michelin North America (Sales Incentive): Incentive Solutions identified opportunity tied to Michelin's small fleet/small dealer segment and created a program that aimed to modernize the current rewards, increase engagement for sales support, gain support from independent owners, establish a communication platform and add the ability to customize promotions. Through a mix of digital communications, in-house dealer training and promotion at sales meetings, the program has seen goals met for every objective, from tires sold to participation and redemption.
  • Hawk Incentives & GoPivot With Kehe Distributors LLC (Employee Incentive): Kehe was looking for a better way to incentivize safe behaviors. Hawk Incentives and GoPivot developed a safe driving program for company truck drivers that aimed to decrease accidents, violations and unsafe driving behaviors while making safety incentives more meaningful. The program used Drive Cam technology to monitor behavior, coupled with GoPivot's real-time on-the-spot recognition program. The safe driving program saw a 100% participation rate with a 13% decrease in accidents and a 15% decrease in unsafe driving behaviors.
  • Agencia Digi With Coca Cola Brazil (Dealer Distributor Incentive): Agencia Digi was tasked with creating a centralized incentive program across nine Coca Cola sales regions. "Safra de Compeoes" ("Champion's Catch") was launched to motivate and engage the sales force toward higher volume within the portfolio of non-carbonated products, typically deemed less important by sales agents. More than 5,000 agents—more than 60% of the target audience—registered. Some 50% of participants engaged in online training, and more than 4,000 prizes were claimed via an online catalog. This participation led to amazing sales results, driving the number of non-carbonated products per point-of-purchase from two to six and exceeding sales targets by 20%.
  • HMI Performance Incentives With Polyglass USA (Innovation Award): Polyglass USA's target audience was licensed roofing contractors who purchased the Polyglass line of roofing products sold through local distributors. Polyglass challenged HMI to: create a unique way to recruit, profile and engage participants; enhance the user experience to increase participation; and acquire data to better understand participant purchase behavior. Taking advantage of "Snap2Claim" technology, the program allowed participants to take a photo of their Polyglass product receipt, increasing convenience and leading to great results, doubling the number of targeted and enrolled participants and increasing claimant activity by 44% with 15 times the amount of collected participant data.

IMA also inducted five industry leaders who have championed the incentive industry through association leadership, education, leading-edge research and publishing into the IMA Hall of Fame. The 2019 inductees include:

  • Diane Freeland, IP (posthumously): Freeland was at the forefront of delivering digital gift card options, enabling customization of rewards and using social media.
  • Cindy Mielke, CPIM, director brand relationships, Tango Card Inc.: Mielke is an incentive industry trailblazer, thought leader and ambassador.
  • Mike Murrell, president, Lakewood Media Group and publisher of Training and Sales & Marketing Management: Murrell has been involved in the incentive industry for more than 20 years as a publisher.
  • Donna Oldenburg: Oldenburg's many contributions to the incentive industry over the past 25 years have contributed to growth for the industry and the IMA.
  • Melissa Van Dyke, president, the Incentive Research Foundation (IRF): Van Dyke has been a driving force in advancing the business case for incentives and recognition.