Beads and jewels


Increase Sales With Travel Incentives

Today's business environment has changedtrip.Customer Loyalty Incentives - To build
dramatically over the past 10 years, it cancustomer loyalty and trustThe Frequent
be a tough task to make a sale. Just beingBuilders Program at Garco Building Systems
aggressive doesn't cut it any longer. Salesoffered travel awards to individuals. Since
skills alone aren't enough to compete when solaunching the program five years ago, Garco
many new products and services becomehas experienced a 15 to 25% growth rate,
everyday commodities. Consumers nowadays arecompared to an industry standard of 2-3%. In
being smart. You've got to distinctively2000, the company grew a robust 37%. While
separate your business from the competitionit's impossible to measure precisely the role
and lead each of your prospects and customersthat the Frequent Builders Program played,
to think, 'I would have to be a complete"there is no doubt in mind that it helps to
idiot to do business with anyone else...build customer loyalty," says Loomis.Referral
regardless of the price.' They are shoppingIncentives - To develop contacts or promote
for the best bargains and they all seem toreferrals.'Refer three new customers to our
want more than what they paid for. EveryTanning Salon and we will give you a free
industry both online or offline needs acruise to the Bahamas or Mexico.' is one
cutting-edge cost-effective powerfulexample of so many ways to use incentives to
marketing tool that appeals to every kind ofget those referrals every company
consumer.Vacation and travel incentives areneeds.Purchase Incentives - Increase cash
one of the most powerful methods offlow and obtain money upfront.'Pre-pay a one
attracting business, retaining profitableyear service agreement, you will get a free 7
clientele, increasing profits, enhancingdays and 6 nights resort condo accommodation
product awareness, improving employeein the destination of your choice.' is an
productivity. Businesses that have usedexample how incentives can be used to up
vacation travel incentives in their marketingsell.Member Perks - Sell new accounts or
and promotions have seen at least 30%member ships.'Join our golf club now and we
increase in their sales on both sides of thewill send you and a companion to Las Vegas
buy and sell cycle. Companies of all sizeswith  airfare  and  hotel  for  free!'
and virtually any type of retail, wholesale,
manufacturing, internet, service, distributor'We will send you and a companion to a free
or direct sales business will benefit fromvacation for 3 days/2 nights in over 30
incentive travel programs.Why usedestinations when you open a checking or
incentives?Here are some compelling reasonssavings account with us.'Encourage
why you should consider usingresponsiveness or trial of product or
incentives:·Knowledgeable and attentiveservice.'Send back our questionnaire, we will
employees account for 80% of the reasonssend you and a companion to Orlando near
consumers feel satisfied, according to a PNCDisney with free hotel and airfare!''We will
Bank Corp. survey.·Fewer than one in fourgive you a free 3 day/2 night vacation to
American workers is working at fullOrlando when you test drive our all new 2002
potential; half of all workers do no moreHonda  Hybrid.'Improve  attendance
than directly asked, and 75% of employees say
they could be more effective in their jobs,Create  new  markets
according to the Public Agenda forum.·70%
of unhappy customers abandon vendors becauseFoster  teamwork
of poor service, according to the Forum
Corp.·A 5% increase in customer retentionBuild  traffic
can increase lifetime profits from a customer
by 75%, according to the Loyalty Effect bySet  appointments
Frederick Reichheld.·'Reward and retention
efforts can produce big dollar returns.'Business  gifts
That's what the Incentive Federation found in
a 2003 survey asking hundreds of businessesConsumer/User promotionsCash vs. Travel
using incentive travel promotions 'DoesIncentive?Cash as a motivator is considered
Incentive Travel Improve Sales Productivityan unemotional award and widely over used. It
and By How Much?'What then can we concludeseems that all human behavior stems from one
from these survey results?The bottom line isof the brain's two hemispheres: the left,
loyal customers and productive employees arewhich thinks in rational, linear terms; or
the foundation of a successful business. Butthe right, which operates in terms of images,
to continuously retain and motivate peopleemotions, and feelings. When companies offer
can be a difficult challenge. Vacation andmoney as a motivator, they are addressing
travel incentives, a proven motivator, willperformance issues from a rational,
achieve this purpose.Do your incentivesleft-brain point of view. Tangible rewards,
measure up?Today's business environmenthowever, are often more motivating because
demands a new breed of incentive programs.they appeal to the right brain eliciting
Many companies have already discovered thatimages. (Copyright IMA)On a survey conducted
standard incentives of just a few years agoby the Wirthlin Worldwide Research, a
just don't cut it with the customers as wellquestion "How did you spend your last cash
as the workers in our continuously changingreward?"  was  asked.
economy. Your choice of incentives have to
widely appeal to your clients' and employees'The following results were gathered:29% -
wants or desires in order to measure up andBills
get results you are looking for.Hundreds of
promotional companies offer incentive18%  -  Don't  remember
programs that are designed to evoke an
emotional response and motivate people to15%  -  Never  received  cash
take a positive action. It's obvious from
industry surveys of companies using11%  -  Gifts  for  family
incentives that travel is the most widely
appealing incentive where everyone wins. Your11%  -  Household  items
sales people will close more sales, your
clients will enjoy an exciting vacation11% - SavingsThough its value is concrete
experience and your business will increaseand while it could be used to purchase a
its profits.Why use travel incentives?-Travellifestyle award, most likely cash will be
is considered to be the most effectivecharged against a pile of bills or deposited
reward.According to the result of an emailinto a leaky checking account where it soon
survey conducted by CMI, 58% say travel isceases to exist. And with the demise of the
more effective than cash or merchandise.cash award goes the memory of its origin
Survey respondents consider travel to be theleaving no trace of psychological
most effective reward. (Incentive Travel Factbranding.Joe Devlin of Mitsubishi Fusco Truck
Book)"Cash bonuses are necessary but travelof America Inc. quoted, "Cash goes straight
is a higher perceived reward," says Verizon'sinto people's pockets, and they need it to
Porterfield.Additionally, in a recent surveysupplement their salary, but our trips give
of American workers, 85% said they wereus the competitive edge. They're a big part
motivated by vacation travelof how we motivate the salesperson at the
incentives.-Nothing beats travel fordealership that has the opportunity to sell
long-term results.In a 2003 Incentive Surveymore than one product." (Incentive Travel
of Buying Practices conducted by theFact Book)In 1994, Goodyear Tire & Rubber
Incentive Federation, survey respondentsCompany sponsored an incentive campaign to
believe that travel and merchandise awardsimprove sales of tires. Two groups were
are remembered longer than cash payments.formed; one was offered monetary rewards, and
Specifically, 69% strongly agree with thisthe other an equivalently priced selection of
statement. (Copyright IPC)Porterfield added,merchandise and travel - related rewards. The
"When people spend their money, it's gone.group receiving lifestyle and travel rewards
But the recognition that comes from ouroutperformed the monetary rewards group by
travel incentives lives on."-Travel has anearly 50%. This was the first documented
universal appeal and high-perceived value.USAevidence that cash, as a motivator, is not as
Today, on their recent survey, stated thateffective as travel or merchandise.
"93% preferred travel over other incentives."(Copyright IMA)Using non-cash incentives such
This is because vacation travel is somethingas travel will distinguish a company's
that some or most people would not be able tocampaign from cash compensation packages. The
get for themselves.-Travel isprograms do not become an expected part of an
desirable.Another question asked on theemployee's income. Surveys by Incentive
Wirthlin Worldwide Research 2003 survey wasFederation show that organizations use
"Suppose your employer wanted to reward yourincentive travel because it creates lasting
work performance. What would you find mostmemories for the participants and generates
rewarding?"88% - indicated a trip they planpositive buzz throughout the organization.
and take with a companion to the destinationBecause they do not have an impact on
of their choice5% - indicated a trip plannedcompensation, it's easier to use incentives
for them and a companion of choice with theiras needed without creating the impression
co-workers5% - indicated a trip planned justthat people are getting pay cuts when no
for them and their co-workers-Travel has aprogram is in gear. (Copyright IPC)Join
promotion value.A more exciting and memorablehundreds  of  other  companies  like:
program can be built with travel than you can
with cash.Do travel incentives work?AccordingCar  Dealers
to the 2003 Incentive Travel Facts survey,
travel incentives increase sales by anBanks
average of 15%. In addition, half of the
respondents reported that travel incentivesManufacturers
meet 75% - 99% of their objectives.
(Incentive Magazine)Where can I use travelReal  Estate  Brokers
incentives for?Sales Incentives - To increase
salesIn a May 1998 Promo Magazine specialService  Providers
report, it was noted that LifeUSA attracted
new agents and sent sales soaring byCredit  Card  Companies
abandoning its annual cash incentive program
for a more inclusive campaign that gave outPublic  Speakers
merchandise and travel. By the program's
conclusion, policy enrollments exceededFurniture  Retailers
LifeUSA's initial goal by 700%. There were
10,000 certificates issued and were more thanMortgage  Lenders
twice what the company planned for.
(Copyright IMA)Employee Incentives - ToSports  Organization
motivate, retain and reward loyal and
efficient employeesA small retail store inInsurance  Companies
Maryland, Target Appliance, used travel
incentives. "We introduced our first travelJewelry  Stores
incentive for sales employees five years
ago," says President Daryl Gamerman, "andNon-profit organizations (fundraising,
since then we've only lost staff due toetc.)And more...that have discovered the
retirement. I don't ever have a problem withpositive impact of incentive travel in their
our sales people not working hard orbusiness.Lynne Gabriel is the owner of and
volunteering for extra work, because theyhas been in business since 2001. Visit for
know it will help qualify them for a greatmore.



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