Mass merchandisers will make their needs known quickly. They probably won't want non-cash awards unless offered as part of a joint promotion for consumers or as assistance in boosting the mass merchandiser's own business objectives, such as improving overall customer service. Smaller business owners and managers, however, often enjoy the benefits of receiving merchandise and travel awards, including the chance to meet with colleagues from other parts of the country. In evaluating your choices, look at what competitors have done and try to ascertain what options will get the most attention. Whatever you do, change it for the following program.
Variety is the spice of any ongoing incentive program.
Experiment continually and track results. The great advantage of incentive programs, versus other types of marketing efforts, is the ability to track results precisely. All of the structures outlined in Step 4 can be measured clearly, if you track basic sales data. Full-service incentive companies offer tracking programs that not only follow sales activity by dealer or salesperson, but also provide regular updates to the target audience as well as monthly reports to you. Small companies can track a program with a simple spreadsheet program, into which is entered each salesperson's invoices or reports.