Wednesday, July 5, 2017

The #1 Rewards Mistake Made 85% of the time.


This blog post is based on an article of the same title published recently in Incentive magazine by the editor, Bruce Bolger.  We’ve been reading articles by Bruce for years and he is often right on and has always seemed to have a good pulse of the industry.  However this one is a bit misleading. 

While we have no doubt that many organizations “employ little or no personalization in their loyalty, sales, dealer and employee awards presentations” it is certainly not as high as 85%, probably not even close.  This number comes from an informal survey of the leading rewards and recognition wholesalers who “found that no more than 15% of the packages they fulfill leave the warehouse with any kind of personalization.”  That would seem to assume that those same recognition wholesalers provide 100% of all the awards issued in any of the loyalty, sales, dealer and employee awards programs.  Again that’s not even close.

In addition, based on figures consistently presented in Incentive magazine regarding the various types of rewards used in these programs, merchandise supplied does not even make up 50%.  Without empirical evidence at our disposal we would venture to guess that when you added gift cards and travel to the award mix, merchandise might not even equal 25%.

We should also not forget that most reward programs found in business have a communication component and there is a great deal of budget dollars spent on the presentation of awards.  Many of the ways to personalize the presentation have already been done within these communication components.  Maybe to add additional notes or letters within the packaging of the item might be a nice touch?  Certainly it should be considered when no communications of the kind comes from within the program.  But to say that 85% are not shown this courtesy in our opinion is as mentioned somewhat misleading.

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