For more information, contact Karen Renk
Incentive Marketing Association (IMA)
1801 N. Mill St., Suite R
Naperville, IL 60563
FOR IMMEDIATE RELEASE
CIRCLE OF EXCELLENCE AWARD SHOWCASES INCENTIVE PROGRAMS USED TO ACHIEVE DESIRED BUSINESS RESULTS
October 11, 2005, Naperville, IL… The Incentive Marketing Association (IMA) recently announced the recipients of 2005 Circle of Excellence Award. Launched in 2000, the Circle of Excellence Award identifies and recognizes outstanding examples of incentive programs that are successfully used to motivate customers and employees. This year, Anderson Performance Improvement Company; Diebold; Massey Energy; Price-Pfister; T-Mobile; and The Traverse City Eagle received the prestigious Circle of Excellence Award for developing and implementing incentive campaigns designed to help drive their businesses. In each case, these organizations used incentive programs to achieve their desired business results.
Customer Service Program
The top award in the Customer Service Category went to T-Mobile USA. With the goal of becoming America’s number one wireless service provider, T-Mobile USA turned to Marketing Innovators, Rosemont, IL, to develop a program to reinforce customer service behaviors critical to quality service delivery. The “Do More Get More” program was also designed to reduce employee attrition.
Selecting the right incentives to appeal to the diverse target audience of 11,000 customer-facing employees in fifteen call centers nationwide was the driving force behind the success of this program.
Within two years following the launch of “Do More Get More”, a J.D. Power and Associates study named T-Mobile USA the domestic wireless industry’s top provider of customer satisfaction. The program also resulted in a 50% decrease in employee attrition in fewer than two years.
The Traverse City Record Eagle earned a Circle of Excellence Award for the best Consumer Promotion. Nouveautes USA, Fairfield, NJ, worked with the publication to create the “Whole Latte News” program to encourage potential customers “to wake up and smell the coffee”. The campaign offered new subscribers who signed up for 12 months of Record-Eagle home delivery a $12.00 per month-discounted rate and a twelve-pack box of gourmet Gevalia coffee. The message was simple and the coffee appealed to the diverse target audience.
During the three weeks of the campaign, 426 new Record-Eagle subscribers signed up for home delivery, far surpassing their goal of 200 new customers.
Top honors in the Dealer Distributor category went to kitchen and bath plumbing manufacturer Price Pfister. To increase sales of their high end Bach collection, Price Pfister worked with Performance Plus Marketing in Roswell, GA, to capture the attention of their distributor network. It is not unusual for a Bach distributor, who is selling competitive products from multiple manufacturers, to be exposed to 5-7 competing promotions at the same time. “Sounds of Success” was designed to break-through the promotion clutter. Featured awards included surround sound systems and other high-end audio equipment, as well as high profile awards including jewelry and spa trips. Winners were chosen weekly and monthly to keep program interest high.
Price Pfister reported that “Sounds of Success” was their most successful dealer promotion to date, helping them achieve 173% of their stretch sale goal for Bach products.
Hastings, MN based Anderson Performance Improvement Company practices what it preaches.
The firm develops employee incentive and reward programs to increase their clients’ sales and profitability. They put their expertise to the test when they created their own internal motivation program. The “Leveraging Excellence” initiative was created to increase work knowledge and performance. Employees earned points in rule-based programs and they were also rewarded when managers observed desirable behaviors. Points were redeemed for a variety of incentives chosen to match the employees’ interests and lifestyles.
The program achieved its desired results and earned Anderson the Circle of Excellence Award in the Employee Recognition Category. Every employee participated in at least one aspect of the program. More than 80% of the employees achieved at least one pre-determined goal; 59% achieved two goals. Profitability in two targeted categories increased 1.38 % and 6.91% respectively.
Massey Energy worked with Artistic Promotions, LLC, Dunbar, West VA, to develop an incentive program designed to improve company safety performance and to reduce workforce absenteeism. Program results exceeded expectations and earned Massey the Circle of Excellence Award. The Raymond Safety Bowl adopted a football theme to appeal to the predominately male target audience of coal miners, supervisors, and safety directors. Each participant was assigned to one of two teams. Teams competed within their locations and safety points were awarded quarterly based on individual, team, and location performance. Points were redeemed for items featured in a specially designed catalog available in print and online.
The average cost of a Loss Time Accident (LTA) in the coal mining industry is $50,000. As a result of the Raymond Safety Bowl, Massey realized a 47% reduction in loss time accidents for 2004 from the previous year – based on industry averages, an estimated $5,000,000 cost reduction.
Diebold, a security and software services provider, has conducted an annual sales incentive campaign for twenty-six consecutive years. Their 2004 campaign, designed by USMotivation, Atlanta, GA, featured a world-class experience in Maui. Participants were advised of the program rules and the Hawaii O-Five itinerary via email communications that directed all of Diebold’s eligible sales force to the Hawaii O-Five web site. The appealing program motivated 460 participants to meet or surpass their sales objectives for 2004, a 50% increase over 2003.
As a result of Diebold’s Master’s Circle & Circle of Excellence Program – Hawaii O-Five, sales climbed 12.9% over the past year.
In-depth case studies of the 2005 Circle of Excellence Award case studies are attached. Images from each of the programs are available from the IMA office.
Diverse organizations that include Adelphia Communications, Astoria Federal, Caterpillar, Equant Network Services, GE Financial Services, Glaxo Smith Kline, Kohler, Kraft, Purina, Microsoft, Mohawk Industries, NBC, Saab, Radio Shack, and Sprint have been honored as Circle of Excellence Award recipients. The growing archive of Circle of Excellence Award case studies illustrate the power of incentives and set high standards for the incentive marketplace.
The Circle of Excellence entries are evaluated by a panel of incentive marketing and promotion experts on the following criteria: 1) overall success in accomplishing program objectives; 2) program originality/creativity; 3) appropriate selection of incentive; 4) perceived value of the incentive; 5) effectiveness of communication strategy; and 6) the effectiveness of the promotional materials.
The Incentive Marketing Association (IMA) is the industry voice of the incentive and recognition marketplace. IMA provides education and information services, publications, conferences and seminars, and research to businesses to help them effectively use incentive programs to motivate employees and customers. Information about the IMA and the incentive marketplace and the online directory of IMA member suppliers is available at www.incentivemarketing.org.
Incentive Marketing Association
1801 North Mill Street, Suite R
Naperville, IL 60563
Click Here to see the Case Studies of these above Winners