Communications- the key to maximizing Incentive results

Frequent communications with participants is absolutely key to a programás success. Given the cost-effectiveness of Internet technology and software applications developed for developing and implementing incentive programs, budget constraints are no longer an excuse for underfunding communications.

Use all available media
Though opinions vary on what should be communicated to incentive participants, the best way to get the word out, and how often people should be contacted, the use of e-mail and Web sites as easy, inexpensive, and effective means of disseminating news and information is one of the most popular communications channels today. However, an off-line and on-line combination may be an optimal solution.

This allows the company to take advantage of all the media available since different people react differently to different medium. As the Internet is simply another medium, another tool that enriches the communication, but it should be integrated into an overall effective communications program.

Organise a kickoff
A kickoff provides a platform to present the incentive program and drive enthusiasm. The first piece of communication that goes out triggers not only the first reactions but also give information about what they stand to win and create a desire of the premium.

If the budget allows, organise a kickoff event; be it stand-alone or during another company event (e.g. during the company gala dinner, sales conference, etc). At the event, besides the usual presentation, make sure you provide materials where people can take away with them… be it an attractive brochure or a gift related to the theme of the incentive program. For example, if the premium is a trip to the Carribean Islands, the gift can be a customised sea shell with the logo and name of the program printed on it.

On the online program, you can make the pages dynamic with the use of music, animations and streaming videos. The objective is to capture attention and generate enthusiasm and that everyone sees the prize that they can win.

Set the rules and make them clear
As soon as the program is communicated, the next step is to present the rules of the program. Rules are an essential piece of the communications process. Spelling them out should reinforce the programás theme and further arouse participantsá expectations and interest.

They should also communicate the programás overall objectives, point structure, and other information to let everyone know exactly whatás going on.

On developing the rules of the program, do an impact analysis that solicits input from both participants and other departments or personnels that may be affected by increased sales, such as the manufacturing and accounting departments. Special communications should be sent to people to these departments to inform them what the program will do for the company, even though they are not candidates for the incentive program.

Keep the interest level on tow
After the launch, ongoing communication with the participants is essential to keep the interest going during the entire period of the program. Newsletters, activity reports, an incentive notice boards are some of the medium where you can use to update and highlight all topics related to the program. Be it a success story, some tips to sell more, a reminder of the program such as another enticing photo of the destination… The key is that regular communications keep the enthusiasm high and enthusiasm is what that drives people to give you the desired result or the behavior in the program.

Plan the communication. Be careful not to overload or not having enough communications. Be it a monthly or weekly email update, or a bimonthly teaser, be creative in your communication approach since each communication material needs to capture the attention of the participants.

Putting the program online
The Internet presents a host of possibilities for enlivening communications in incentive programs: you can customised your messages and have easy access to update and change the messages… However, make sure you refreshing the pages and add interesting messages to get people coming back on the site.
You can also set up a “forum” where participants can place messages, talk to other participants and you, the organisers.

When the program ends
The final step in the communications process occurs when an incentive program concludes. Notify participants that the program has ended and announce the winners. Analyze whether or not the objectives were met, and if they were not, suggest what could be done to meet them in the future.

This final communication process is extremely important because you want to congratulate those who won the awards and recognize their accomplishments, while at the same time, take this opportunity to measure individualsá performance and draw learnings for the next incentive program.