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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

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Typical incentive/reward schemes deconstructed

Incentive programmes are increasingly incorporating state-of-the-art tools and techniques such as social media, community service, and gaming as a way of attracting and maintaining consumer interest, according to the Incentive Research Foundation's (IRF) '2012 Fall Pulse Survey', which found that gaming is gaining popularity over social media and community service strategies.

The survey found that merchandise, gift card and individual travel programmes are benefiting from current economic conditions as companies plan fewer group incentive travel programmes. Additionally, North American and Caribbean destinations remain the favoured selections compared to overseas destinations while, in terms of favoured merchandise, electronics, golf items, luggage and housewares remain the most popular rewards.

The bi-annual IRF Pulse Survey asks professionals their opinions about the latest trends affecting the incentive industry, covering budget changes, specific programme elements, incentive travel, merchandise and non-cash rewards, as well as other issues affecting programme planning and implementation.

When looking at the 'average incentive programme' in 2012, the study found that:

It is less likely to incorporate a social media and/or CSR component (compared to the year before);
It is more likely to incorporate a gaming component (up 6percentage points).

Meanwhile, the 'average incentive travel programme' was found to:

Most likely remains a domestic destination rather than overseas (45%);
Increasingly involves the company's procurement department (38%);
Have essentially the same budget (48%);
Include a destination in North America (53%) or the Caribbean (46%);
Involve more individual travel (32%).

The 'average merchandise/non-cash incentive programme' was found to:

Be positively affected by the economy (50%);
Have increased merchandise award values (36%);
Offer more gift cards (31%);
Include these types of rewards: Electronics (79%), Golf Items (68%), Luggage (66%) and Housewares (62%);
Be a points-based programme (82%);
Have a slightly higher budget (42%).

The full details of the study have been made available for free download from the IRF's web site - click here (PowerPoint presentation; no registration needed).

Sources: Incentive Research Foundation IRF / The Marketing Factbook.
Copyright © 2012 - 2026 The Marketing Factbook.

Categorised as:

Customer Loyalty
Knowing The Customer
Marketing Know-How
Marketing Technology

Have you seen The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)