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American Car Care Centers Case Study
Promotional Challenge
American Car Care Centers are in the business of keeping America moving. The 900 individually owned dealerships nationwide sell brand name tires and offer automotive services for steering and suspension, wheel alignment and balance, brakes, struts and shocks. In the past employees had participated in manufacturers' sales incentives, which produced short bursts of motivation, but did not sustain momentum. Director of Marketing Dale Crawford wanted to create an effective, ongoing company-wide employee incentive program that would also drive sales of specific products.
American Express Incentive Services Answer
For American Car Care Centers, American Express Incentive Services is where the rubber meets the road. At its annual dealership meeting in 1998, American Car Care Centers wheeled out its Americash Incentive Program featuring a reloadable, stored-value card from AEIS. What appealed to Crawford was that the Card offered the same flexibility and choice as cash incentives, but with additional rewards.
"Before I chose the reloadable, stored-value card from AEIS, I reviewed incentive products offered by two other major credit card companies. AEIS' Card was the most cost-effective and prestigious for our employees to carry," said Crawford. "I didn't want to give out checks because so many times the money is used to pay bills. The Card requires employees to use the money for rewards and that makes the gift more memorable."
Because the Card could be used at any establishment that accepts the American Express Card, incentive program participants had maximum freedom to choose their rewards.
To be eligible for the Americash program, employees must take a certification test on their basic knowledge of the American Car Care Center program. Those who "pass" receive a reloadable card embossed with the American Car Care Center logo.
The Cards are loaded with dollars based on monthly sales of specified tire brands, batteries or wheels or the number of new credit card accounts opened.
Program Support
To get the word out to employees about the program, American Car Care Centers distributed brochures. To keep employees motivated, it publishes a monthly newsletter and sends out monthly transaction summaries to more than 1,800 participants.
Program Dates
Ongoing
Program Results
"Sales have definitely increased since we began the program," said Crawford. "In fact, we're so happy with the results, we've renewed the program to run through the year 2000. I've even recommended AEIS reward solutions to business contacts outside the automotive service industry.
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Taco Bell Card Makes Employees Chipper
PROMOTIONAL CHALLENGE
Taco Bell Corp. is a "nacho" above the rest when it comes to fast food, but the company needed help finding a fast way to reward employees who excelled at crunch times. Tracking cash bonuses would require piling paperwork onto already stuffed schedules. The logistics of purchasing and storing made even small prizes impractical. The company needed a made-to-order answer that would satisfy a diversity of tastes.
THE AMERICAN EXPRESS INCENTIVE SERVICES, L.L.C. ANSWER
To reward and motivate employees, AEIS suggested a reloadable, stored-value card. The Card is reloadable, making it ideal for any long-term, ongoing incentive need and is accepted everywhere American Express® Cards are welcome, and the balance is fully refundable if the Card is lost or stolen.
The Card offers the flexibility and choice of cash, but with powerful benefits for the sponsor company. AEIS sends Taco Bell a monthly report to make tracking easy, and the Card features a co-branding option that allowed Taco Bell to put its logo right on the Card. Employees are reminded of the reward's origin each time they pull it from their pocket or purse.
"The Taco Bell Card is a tool that managers can use to instantly recognize outstanding performance," explains Laurie Cortes, director of compensation for the Irvine, Calif.-based division of Tricon Global Restaurants Inc., the parent company of Taco Bell. "Managers add funds to an employee's Card for outstanding performance, for working on an extra project, or some other action that's outside the basic elements of the job."
"The program encourages our employees to take ownership in Taco Bell," Cortes continued, "and really gain an understanding of our company goals. In addition, the program is simple to administer. I just send AEIS a list of employees and how much to load on each Card. There's no collecting of coupons, no need to send out point programs or catalogs, and no need to create brochures to explain how to obtain your reward. I can administer the program with just one staff member."
PROMOTIONAL SUPPORT
AEIS sends each employee a monthly statement detailing the number of points currently on his or her Card and provides further support with an always-open, toll-free call center and Web site.
PROGRAM DATES
Spring 1998 - ongoing
PROMOTIONAL RESULTS
"In the nearly three years we've used various incentive-type cards," Cortes said, "we've seen increased job enthusiasm among employees and evidence that they realize what they do is linked to our corporate business results, that their actions have an impact on the company's performance."
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Virgin Atlantic Case Study
Promotional Challenge
Virgin Atlantic Airlines wanted to land more Upper-Class London-bound passengers for its frequent flyer program, Virgin Freeway. To do that, the airline needed a promotional incentive as personalized and valued as the amenities it's known for.
- Complimentary limousine service at both ends of the flight
- Huge sleeper seats with up to 15 inches of extra legroom
- Snooze suites for overnight flights
(sweat suits passengers can change into for sleeping so that clothes do not get crumpled)
- Optional "snooze zone" seating for passengers who want to sleep the entire flight without being disturbed by the meal service
- Inflight massages and manicures on select flights
- Full-service, stand up bars on select flights
- Complete entertainment system with personal televisions and Nintendo video games
As an airline that lifts business air travel to a new level, Virgin Atlantic needed an incentive to match.
American Express Incentives Services Answer
American Express Incentive Services recommended a first-class solution for Virgin Atlantic's Upper-Class promotion. Passengers who purchase a round trip Upper-Class ticket from any of Virgin's U.S. gateways to London and enroll in Virgin Freeway for the first time receive a Persona Select stored-value Card worth $500.
Persona Select is a selective-use, stored-value Card pre-loaded with points (equal to dollars) that are redeemable with a select group of retail and travel merchants. Virgin Atlantic's Card will be accepted at more than 250 U.S. merchants, including stores, hotels and mail order.
"Persona Select is a powerful, immediate easy-to-implement reward, ideal for a quick one-time incentive with a personal touch," says Sarah Buxton, director of marketing for Virgin Atlantic Airways. "This incentive program has significant appeal among our Upper Class passengers."
Promotional Support
To reach its audience, Virgin Atlantic publicized the promotion by advertising in major gateway market daily newspapers, USA Today and the Wall Street Journal. The promotion was also supported by a direct mail campaign to American Express databases and readers of various corporate magazines.
Anticipated Promotional Results
At midpoint, Virgin Atlantic had already met target incremental passengers for the promotion. "Although we have to wait until the end of the promotion to tally results, to date it has been extremely successful," said Buxton. "It has definitely met our objectives and we are thrilled with the response."
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Airgas Safety
Reward Cards Provide a Lift to Airgas Safety's Reward Programs
Motivation Challenge Airgas Safety is a leading distributor of industrial, medical and specialty gases and related equipment and the third largest distributor of safety supplies. The Airgas integrated distribution network consists of more than 700 locations in 44 states, Canada and Mexico. These locations are made up of full-service branch stores with state-of-the-art gas fill plants, specialty gas laboratories and regional distribution centers.
Airgas Safety has established a superior telesales team. The company keeps the focus on increasing sales by motivating and encouraging its sales team. With the salespeople working on 100% commission, Airgas Safety desired a solution that would motivate the sales team to increase sales, enhance morale and provide a sense of accomplishment. With a wide spectrum of incentive options before them, Airgas Safety had to choose a reward that employees would view as fruits of their labor.
American Express Incentive Services' Answer
Airgas Safety decided to partner with a leader in the incentive industry, American Express Incentive Services, L.L.C. (AEIS). The ability to provide an incentive vehicle that the Reward Earner would perceive as special played a major role in Airgas selecting an AEIS Reward Card loaded with a set number of points. "The best part of having the Reward Card is that each participant can choose what means the most to them," explained Joan Baranek, sales director. Baranek went on to say, "We have offered other rewards in the past such as movie tickets, televisions, dinners and trips, but with a Reward Card the reward options are virtually endless."
Program Support
Airgas Safety launched the new Reward Card by distributing an announcement brochure that explained many of the Card capabilities. The Cards were given out for different incentive programs throughout the year. "The telesales team members really like the program," Baranek said. "Each program builds excitement and makes the participants eager to perform. We have had some individuals use their Cards for family trips and others use them on large ticket items, such as a new home theatre system."
Program Feedback
Airgas Safety measures growth and market share and sets performance goals for the sales team. Management tracks sales results and has seen a spike in sales resulting from incentive programs. "It s a great way to keep people up when sales are a bit sluggish," Baranek said. "We encourage our salespeople to keep pressing on." Baranek explains, "The employees are excited to choose where they want to spend their reward. The Cards make recipients feel appreciated."
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The Motivating Power is On at Advance Transformer
American Express® Gift Cheques Recharge the Reward and Recognition Program
Promotional Challenge
The reward and recognition program at Advance Transformer Company needed serious recharging. A survey of its 6,000 employees showed that the company - the division of Philips Electronics that makes ballasts for the lighting industry - was in the dark when it came to saying "thank you" for a job well done. Company rewards were inconsistent, lacked a unifying theme and corporate support, and allowed no way to give cost-effective, on-the-spot rewards to individual achievers.
The human resources department sparked conversation, and ideas, by holding focus groups with a cross-section of employees and managers. With the groups' input, the company generated a three-tier reward and recognition program featuring non-monetary Peer Awards, Spot Awards and President Awards.
American Express Incentives Services Answer
For the on-the-spot achievement award, Advance Transformer wanted a reward with monetary value, not another baseball cap, T-shirt or plaque. Although cash was an option, the reward committee wanted a memorable incentive that would serve as a lasting reminder of success - unlike cash, which is often forgotten as soon as it is spent.
American Express Incentive Services, L.L.C., offered a reward that was flexible, easy to administer, widely appealing and universally accepted. American Express Gift Cheques would be key to driving the program.
"We've got employees in remote locations; some of our Spot Award winners live in places like Boscobel, Wis.," says Dianne Schulte's, Advance Transformers' human resources manager. "We knew American Express Gift Cheques would be accepted anywhere - we didn't even look at other products. For us, it was a no-brainer."
The program was adopted company-wide; managers were given Gift Cheques in $50 and $100 increments to distribute as they saw fit, when they saw fit.
Program Support
Human resources presented the Gift Cheques program to managers, and the managers presented it to their departments. Employees had a chance to ask questions and suggest the kind of achievements that warranted on-the-spot recognition. Human resources positioned itself as "design engineer" in the process, helping departments to get their program up and running without dictating how it was built. All funding came from the human resources department, so managers could recognize the "live wires" in their departments whenever they wished without overloading their budgets.
Program Results
American Express Gift Cheques got the juices flowing again in the company's reward and recognition program. After two years, managers have given out about $15,000 in incentives. Employee response to the incentive program has been glowing: In the most recent employee motivation survey, the awards program received high marks as an area of great improvement. Reward earners have used Gift Cheques to purchase everything from special family dinners to weather vanes to ladders.
The future looks bright too: The company is considering expanding the Gift Cheque program to include the prestigious $1,000 President Awards, presented at an annual company banquet.
The program is credited with re-igniting the spirit of achievement and reward so vital to a company's success.
"It's been a great team-builder," Scholtes says. "Just watching this program work has been personally rewarding to me."
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America Online Points to American Express® Gift Cheques Flexibility of incentive clicks with Internet service provider
INCENTIVE CHALLENGE
When America Online's Interactive Services Group needed a flexible, memorable way to reward exceptional employees, the company didn't have to search the World Wide Web. The solution was as easy as "logging on" to American Express Incentive Services, L.L.C.
AMERICAN EXPRESS INCENTIVE SERVICES' ANSWER
An AOL employee had learned of American Express® Gift Cheques and suggested the Cheques as a way to recognize outstanding colleagues. The IS Group felt the Cheques would deliver the reward flexibility the group needed and began ordering them from AEIS. Gift Cheques offer the emotional appeal and excitement of a truly special reward, according to Edie Devlin, administrator of the recognition and reward program. "American Express Gift Cheques make for a memorable presentation," said Devlin. "You say, 'WOW' when you see it. If someone gets a $1,000 reward, they get ten $100 American Express Gift Cheques. The visual effect can be stunning."
AOL's IS Group uses Gift Cheques to recognize exceptional contributions made by individuals, managers and teams. Achievement Awards of up to $500 go to employees who work above and beyond expectations or demonstrate AOL's valued behaviors. Excellence Awards of $700 to $1,000 in American Express Gift Cheques go to those who have demonstrated outstanding achievement, such as designing a new product or program, bringing in a new partner or improving current partner relationships.
The IS Group presents American Express Gift Cheques in team meetings throughout the year and at the group's annual "All Hands" meeting. "Presenting the Gift Cheques allows us to publicly show our appreciation," Devlin said. "Award winners receive a certificate with the Gift Cheque attached. It's something special."
Because Gift Cheques are accepted wherever American Express® Traveler's Cheques are welcome, they can be used to purchase virtually anything, almost anywhere. "In addition to the memories they create, another great thing about Gift Cheques is flexibility," Devlin said. "People can say, 'Hey, let's go out to dinner tonight' or 'Hey, let's take that long weekend we've been wanting."
And since motivation should never expire, neither do American Express Gift Cheques, making them perfect for one-time, on-the-spot recognition.
Another reason Gift Cheques are the perfect solution for quick incentive programs is that they can be shipped directly to reward earners, saving coordination time. Gift Cheques are as simple to use and administer as cash, but offer more security and memorability.
Best of all, Gift Cheques are backed by the security, global acceptance and world-class customer service of American Express and can be replaced if lost or stolen.
PROMOTION SUPPORT
The frequency and prevalence of AOL's awards program speaks for itself. Devlin said plaques listing the names of Excellence, Achievement and Team award winners are prominently displayed.
PROGRAM DATES
Summer 1998 - ongoing
RESULTS
"Rewarding people with a special recognition allows us to show our appreciation for outstanding work," Devlin said. "We've been able to utilize the Gift Cheques in lots of ways."
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Alliance General Insurance Co. Claims Incentives Work Persona®Select Card Ensures Premium Recognition
PROMOTIONAL CHALLENGE
Alliance General Insurance Co., a Chicago-based insurance company, was looking for a low-risk way to attract high-risk wholesale insurance brokers. Alliance, which insures commercial businesses deemed "too risky" by other agencies, used incentives to increase policy sales. The incentive program rewarded wholesale brokers with points based on the amount of business they brought in. Those points could be redeemed at a prominent local retailer for big-ticket merchandise. The problem was that these expensive items took a long time to earn. Despite its good intentions, the program seemed to put rewards just out of reach. Sensing this, Alliance Senior Vice President John Pritchett began searching for a more realistic, responsive incentive program.
AMERICAN EXPRESS INCENTIVE SERVICES' ANSWER
American Express Incentive Services, L.L.C. provided the solution. Brokers choosing Alliance didn't have to wait a lifetime to receive their reward. Instead, it came swiftly in the form of points (equivalent to dollars) on a Persona Select Card.
Persona Select is a stored-value Card redeemable with a carefully chosen group of retail and travel establishments. It allows Alliance to reward business customers in increments of 25 to 100 points based on the value of the policy written. The system is easier to track than cash, Pritchett said, and the reward pays immediate dividends.
"Many of our customers are from two-income families and the majority are working mothers," Pritchett said. "Big-ticket luxury items weren't as important to them as rewards that let them spend time with their spouses and children. Many chose to use their Card for a special family outing or treat."
Plus, the Card was co-branded with the Alliance General Insurance name and logo, creating a lasting reminder each time a recipient uses it.
PROMOTIONAL SUPPORT
All Persona Select reward earners receive access to the Persona Select Web site at www.personaselect.com and two full-color directories of participating retail and travel establishments. Alliance introduced the program via newsletter and regularly promotes it during marketing trips. The company also sends a reminder with proposals. "Once you start sending out the Cards, the program promotes itself," Pritchett said.
PROGRAM DATES
Fall 1998-Spring 2000
PROMOTIONAL RESULTS
Competition is fierce in the insurance business, and the Persona Select Card helps Alliance to differentiate itself from other agencies. Pritchett expects the program to help him write business he otherwise wouldn't have gotten.
"Of all the agencies accepting high-risk accounts, we have the best incentive program," Pritchett said. "We've gotten rave reviews. I was walking through an airport when the wife of a client actually stopped me to tell me this was the greatest incentive program she'd seen. She was elated."
That's a reaction that ensures success.
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BellSouth® Business Connects with Persona® Select Card
MOTIVATION CHALLENGE
In the telecommunications industry, high-quality customer service rings true. Many times it's what puts one company ahead of the rest. As the voice of major businesses throughout Florida, Ft. Lauderdale-based BellSouth Business knew the importance of keeping it's more than 400 customer service-related employees motivated to peak performance. With the industry experiencing increased competition, Betty Friedman, assistant to the assistant vice president of BellSouth, set out to keep her employer a step ahead by upgrading the company's employee recognition program. The program rewarded outstanding performance with gift certificates to local restaurants, entertainment venues or department stores. The program needed a reward that provided more flexibility, more choice. That's when Friedman called American Express Incentives Services, L.L.C.
AMERICAN EXPRESS INCENTIVE SERVICES' ANSWER
AEIS answered Friedman's call with the Persona Select Card. The unique selective-use, stored value Card dialed into what employees want most: the freedom to create highly personalized rewards. With the Persona Select Card, BellSouth can choose the denomination that best fits the size and scope of each recognition - whether it's a pat on the pack for meeting a deadline or a grand prize for achieving a long-term goal. Persona Select is available in 25, 50, 100, 250 and 500 points (equivalent to dollars) and is accepted at more than 100 retail, catalog and travel establishments.
"The Persona Select Card gives our employees the variety they were looking for," Friedman said.
MOTIVATIONAL SUPPORT
BellSouth introduced the Persona Select Card in 1999. Throughout the year, branch managers reward deserving employees in front of their peers at group meetings held periodically throughout the state. Friedman said the group recognition helps to motivate employees and build excitement about the program.
PROGRAM DATES
April 1999 - ongoing
RESULTS
In less than one year, BellSouth has handed out more than 500 Persona Select Cards. "It's not just the product that appeals to me; it's also the wonderful working relationship I have with AEIS," Friedman said.
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Cherry Creek Mortgage Co. Sold On Persona® Select
INCENTIVE CHALLENGE
Cherry Creek Mortgage Co. recently moved its "company store" from a starter home - an office closet - into a convenient location with plenty of room to spare: the company's intranet site. The Denver-based lender allows its more than 300 employees to buy items including clothing, jars of candy, pens, drink glasses and other amenities featuring the Cherry Creek Mortgage Co. logo.
Employees purchase the merchandise for friends and family; the 70 loan officers often buy housewarming gifts for clients. The loan officers pay for merchandise with their own money or by redeeming store credit earned for using Cherry Creek Mortgage Co.'s appraisal service. The store is popular, but loan officers found that there are as many styles of client as there are houses. Cherry Creek Mortgage Co. wanted to offer a memorable, easy-to-use gift that could be customized to each client's needs.
THE AMERICAN EXPRESS INCENTIVE SERVICES, L.L.C. ANSWER
AEIS suggested the Persona Select Card from the AEIS lineup of incentive and reward options. Persona Select is a selective-use, stored-value Card pre-loaded with points (equal to dollars) redeemable with a select group of more than 100 carefully chosen retail, catalog and travel establishments.
Cherry Creek Mortgage Co. furnished the company store with Persona Select because, "it's unique, easy to carry and easy to present," said Lisa Neugebauer, Cherry Creek Mortgage Co.'s marketing coordinator. "People appreciate the freedom of choice the Card offers. When you move into a new house, it's hard to tell what you'll want or need right away. For loan officers, (the Persona Select Card) takes the wonder and the worry out of gift selection."
The Persona Select Card features a co-branding option that allowed Cherry Creek Mortgage Co. to put its logo right on the Card. "Whenever a client or employee pulls the Card from their purse or pocket, they think of Cherry Creek Mortgage Co.," Neugebauer said. "It stands out. Cash is impersonal and doesn't say anything. The Card says, 'We're thinking of you.' It makes an impression on the recipient."
PROMOTIONAL SUPPORT
Cherry Creek Mortgage Co. e-mails company store updates to employees in its 13 Colorado offices. Neugebauer said the marketing department specifically mentions the Persona Select Card.
AEISprovides further support with a companion merchant directory, an always-open, toll-free call center and the Persona Select Web site, www.personaselect.com, which features special offers and promotions available to Persona Select reward earners.
PROGRAM DATES
September 1999 - ongoing
SOLD!
"The reception for Persona Select Cards has been great," Neugebauer said. "Everybody loves them. We offer 25-point Cards, and many people buy two or three at a time. We've already reordered twice the number of Cards we originally did. It (the Persona Select Card) is the most popular thing in the store. We're starting an employee incentive program soon, and we're going to use the Persona Select Card as a reward."
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Computer Integration Technologies
CIT Upgrades its Incentive and Recognition Programs
Motivation Challenge
CIT, a network solution provider in business since 1992, offers computer services, hardware, software, Web page design and cabling. With business doing well, Bill Lehner, chief financial officer/controller for CIT, decided it was time to expand the company s sales incentive and recognition programs with a better solution.
American Express Incentive Services' Answer
CIT was looking for a user-friendly reward that would provide employees and customers with more options for selecting rewards that would be both memorable and meaningful to them. With a wide range of employees and customers, it was important to Lehner to make sure that each and every Reward Earner would receive a reward that was exactly what they wanted most.
American Express Incentive Services, L.L.C. (AEIS) recommended its patented* Reward Card solutions. AEIS Reward Cards can be used like a charge card virtually anywhere the American Express® Card is welcomed. They are also pre-denominated for simplified administration. This translates into a simple incentive program delivering maximum flexibility, as well as offering the convenience of online and toll-free shopping, and the security of the American Express name.
Lehner said an AEIS Card program was an appealing solution for CIT. "It was open enough for all employees to use, it did not simply give extra cash as a reward buried in their paycheck, and the Card s appearance would help to establish pride in our organization. We wanted employees to use the reward on something special, not to pay utilities."
After finding other incentive possibilities - such as catalog merchandise, gift certificates and cash - to be lacking in flexibility and convenience, Lehner chose an AEIS Reward Card in preset denominations for on-the-spot recognition of excellence in employee performance. CIT also issues the Cards to its customers as a "thank you" for their business. The co-branding options provide a strong visual reminder of the company every time the Reward Earner opens their wallet or purse.
Promotion Feedback
CIT s new program was introduced to employees via an e-mail announcement. "We plan on expanding the program even further by offering employees a chance to earn points on a regular basis," said Lehner. The new incentive program has generated positive feedback from employees. "We even had one employee apply their earned points toward a cruise," says Lehner. "What makes this such a neat system is that everyone can use their points for whatever they want. It s so flexible! Our employees have definitely been positive about the program. They also appreciate the component of professionalism and prestige of the Card."
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DATACORE Logs on to User-Friendly Gift Idea
Persona® Select Card Gives Employees Choice
PROMOTIONAL CHALLENGE
DATACORE, a database marketing firm based in Kansas City, Mo., entered the 1998 holiday season feeling chipper about a successful year. To celebrate, management wanted to attach a little something extra to the annual employee bonuses. However, the company needed a reward that was universally appealing, as well as easy to use and track.
AMERICAN EXPRESS INCENTIVE SERVICES' ANSWER
American Express Incentive Services, L.L.C. suggested the Persona Select Card, and the idea clicked. Persona Select is a selective-use, stored-value Card, which allowed DATACORE to determine the number of pre-loaded points (equivalent to dollars) on the Card. The employees were provided with a menu of retail and service establishments to choose from, giving each Card reward earner the freedom to create a highly personalized reward.
"That's what I like about Persona Select," said Mindy Yowell, DATACORE senior account manager. "The Card allows you to spend the gift on something fun for yourself or someone you know. It doesn't disappear into your checking account."
As an added incentive for the company, the Card carried the DATACORE logo, downloading a positive memory with every use.
PROGRAM DATE
December 1998
PROMOTIONAL RESULTS
It seems the Persona Select Card is booting up to become a memorable holiday tradition. Last year, DATACORE's 30 employees were presented Persona Select Cards at the company holiday party and were thrilled to the core because they were given the flexibility to choose their own rewards. Many of the female employees spent their points at Banana Republic, and company president Jeff Yowell went on a shopping safari for hunting clothes at a specialty store. Others used the Card for smaller items over time.
"This proves how diverse our employees' tastes are. We couldn't have done a better job of creating personalized rewards if we'd gone out and shopped for each employee ourselves. Everyone thought it was really, really great," Mindy Yowell said.
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Earthgrains
Reward Cards: The Bread and Butter of Earthgrains' Incentive Program
Motivation Challenge
The Earthgrains Company of St. Louis, Missouri is America s second-largest packaged bread baker and one of the most profitable and fastest-growing wholesale baking companies in the industry.
To be profitable in this competitive industry, Earthgrains must remain efficient. Earthgrains realized that employees are an essential ingredient in the company's recipe for success. Route drivers, in particular, play an instrumental role in the sales success and overall operational efficiency of the various bakeries. Management is committed to keeping these route drivers motivated - many of whom work long hours.
American Express Incentive Services' Answer
Steve Mura, manager of event marketing and consumer promotions, turned to American Express Incentive Services, L.L.C. (AEIS), a leader in the incentive industry, for a reward solution that would be memorable and special to a diverse group of route drivers.
"I wanted to offer a reward that fit the different lifestyles of all the route drivers," said Mura. "We used to give away trips, but I was not convinced that trips were the best way to reward employees. They were difficult to set up and the administration and logistics were a nightmare. I did not think that rewarding one person in a drawing for a cruise motivated the masses."
AEIS worked with Mura to identify all the important factors for the Earthgrains incentive program. Mura decided to use a patented* reward card that would allow Reward Earners to choose from more than 190 retail, travel and entertainment establishments. This translates into thousands of store locations throughout the U.S. and Canada and offers the choice of shopping in-store, online or in catalogs.
"We had been using American Expressâ Gift Cheques, but we thought the reward cards would generate more excitement and provide more impact for our drivers," explained Mura. "Knowing each of them could be rewarded for working hard excited and motivated the field."
Mura developed an incentive program with clear objectives, guidelines and goals. "When you are trying to motivate 5,000 individuals, it is difficult to find a prize that will appeal to all participants. The Card, with all of its advantages, affords me that flexibility," said Mura.
Program Support and Feedback
Earthgrains designed a fun and competitive incentive program called "Display-Dough." The program was set up to reward route drivers for building the best in-store displays. Each driver would sign his/her name and store location on the back of a picture of the bread display they built. "With this reward structure, we are able to reward many more drivers. It is nice to give 90% - 95% of the program budget right back to the drivers," said Mura.
Many of the other reward options that Earthgrains considered had high administrative costs and other unpredictable fees. AEIS provided a simple cost structure that enabled Mura to confidently plan out his entire program budget. "My goal is to move product, energize the field and increase job satisfaction. The AEIS reward card accomplished all of these things and made my job easier."
The Home Depot® Works to Build Employee Loyalty
American Express® Gift Cheques Hit Motivational Rewards on the Head
MOTIVATION CHALLENGE
The Home Depot supplies tools and materials the do-it-yourselfer needs for fixing, building, growing, decorating or installing in and around the house. The home improvement stores feature competitive prices and a range of goods and services, but distinguishing the stores from the competition requires a knowledgeable, friendly and motivated staff. Finding an easy-to-install motivation and recognition program for the 261 employees of The Home Depot in Fairfax, Va., sent employee Patrice Williams searching for the right tool for the job.
AMERICAN EXPRESS INCENTIVE SERVICES' ANSWER
American Express Incentive Services, L.L.C. provided American Express Gift Cheques, the perfect fit for The Home Depot's application. Gift Cheques deliver the flexibility and choice of cash, combined with emotional appeal and excitement of a truly special acknowledgment. And, because Gift Cheques are accepted anywhere American Express® Traveler's Cheques are welcomed, they can be used to purchase virtually anything, almost anywhere.
"We had a holiday party and wanted to award prizes," said Williams, expediter of special orders and a member of the store's Employee Committee. "When employees see their co-workers getting prizes, it makes them feel good about the company; it motivates them." And the Gift Cheques arrived in elegant gold envelopes with packaging featuring the Home Depot logo, reinforcing the gift's origin and casting a positive reflection on the sponsoring company. "We've had very positive feedback from reward earners," Williams said. "One person used hers toward a DVD player. Another person went out for a special dinner. If you asked all of the reward earners, you'd get as many different answers. That's one nice thing about the Gift Cheques - people can use them as they please."
The Home Depot uses $100 denominations, but Gift Cheques are available in $10, $25 and $50 denominations, as well. And since motivation has no expiration date, neither do Gift Cheques, making them perfect for one-time, on-the-spot recognition. Gift Cheques can be replaced if lost or stolen. Best of all, they're backed by the security, global acceptance and world-class customer service of American Express.
American Express Gift Cheques are the perfect solution for incentive programs that call for quick, one-time issuance because they're easy to deliver (they can even be shipped directly to reward earners) and are as simple to use and administer as cash, but with more security and long-term memorability.
PROMOTION SUPPORT
Williams is one of 12 members of the store's Employee Committee, which verbally painted a positive picture for the staff. Once workers heard of the security and freedom the Cheques would provide, word spread easier than a second coat of gloss enamel.
PROGRAM DATES
Fall 1999 - ongoing
RESULTS
"I was very happy with our AEIS representative and the whole program," Williams said. "The rep was on top of things. The paperwork AEIS provided was excellent for tracking the Cheques and who received them. We plan soon to start an employee of the month program using American Express Gift Cheques as a reward."
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How Olive Garden Restaurants Souped Up Sales
PROMOTIONAL CHALLENGE
Olive Garden Italian Restaurants wanted to spice up sales of beverages, add-on menu items and gift certificates in its 464 restaurants. The grassroots motivation to accomplish those corporate sales goals had to come from its restaurant managers - whose plates were already full.
To encourage participation, the restaurant needed to identify an incentive that would inspire managers and their staffs to achieve more. Instead of guessing what might motivate managers, the nationwide franchise conducted a survey, which served up some interesting results: Nine out of 10 managers wanted rewards that gave them personalized purchasing power.
"We wanted to give our managers what they asked for, but we did not want to give them cash," said Vickie Schmidt, marketing coordinator for the Olive Garden Italian Restaurants. "So often cash gets slipped into the billfold or checking account and used to pay bills or other usual expenditures."
This was a tall order. The restaurant had to find a personalized reward that would work with its existing incentive programs, as well as be flexible enough to equally reward and incent managers from New York to New Mexico.
AMERICAN EXPRESS INCENTIVE SERVICES' ANSWER
American Express Incentive Services dished up the perfect reward - American Express® Gift Cheques - easily adapted to a multi-goal program. Plus, Gift Cheques are accepted anywhere American Express® Traveler's Cheques are welcome. That meant managers could use them almost anywhere to purchase whatever motivated them the most.
"With Gift Cheques, our managers were likely to spend the rewards on something they really wanted," said Schmidt. "American Express Gift Cheques, in their gold-tone envelope, look very impressive, are easy to redeem and the program is easy to administer."
PROGRAM SUPPORT
Olive Garden Italian Restaurants promoted the Gift Cheques by using employee bulletin boards to display posters and distributing flyers that explained program details. They also got the word out with weekly e-mailed updates.
PROGRAM RESULTS
After its first taste of Gift Cheques in 1997, the Olive Garden came back to AEIS for seconds and thirds. In fact, the restaurant chain recently completed its third Gift Cheque campaign.
"We definitely moved the needle," said Schmidt. "In some markets, the program created a healthy competition between managers, pushing sales even higher. We're very pleased with the results."
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There's Nothing Fishy About This Incentive
American Express® Gift Cheques help Red Lobster reel in sales.
MOTIVATION CHALLENGE
Managers at the more than 600 Red Lobster restaurants nationwide frequently compete in national and regional sales contests and reward programs. The managers of "top-selling" and "most improved" restaurants can earn a variety of awards. When the restaurant chain wanted an incentive that was easy to administer, track and customize, Red Lobster set out to net a reward that matched those needs.
AMERICAN EXPRESS INCENTIVE SERVICES, L.L.C.'s ANSWER
American Express Incentive Services helped Red Lobster net bigger sales with American Express® Gift Cheques. To top off a recent beverage sales contest, winning managers hooked one or more $100 Gift Cheques each. Deanna Mosher, executive secretary to the vice president of operations analysis for Red Lobster, said she processed $100,000 in Gift Cheque orders for the managers of Red Lobster restaurants with the thirstiest clientele.
American Express Gift Cheques deliver the flexibility of cash, combined with the emotional appeal and excitement of a truly special acknowledgment. "It's like a gift certificate, only better," Mosher said. "Because Gift Cheques are accepted wherever American Express® Traveler's Cheques are welcome, they can be used almost anywhere."
Red Lobster distributes Gift Cheques in various amounts, depending on the scope of the contest or recognition. (Gift Cheques are available in $10, $25, $50 and $100 denominations.) Plus, they take up little space, so they're great to keep on hand as instant rewards, according to Mosher.
Another reason Gift Cheques are the perfect solution for quick, one-time incentive programs is that they can be shipped directly to reward earners, saving coordination time. Gift Cheques are as simple to use and administer as cash, but offer more security and memorability.
Best of all, Gift Cheques are backed by the security, global acceptance and world-class customer service of American Express and can be replaced if lost or stolen.
PROMOTION SUPPORT
Seasoned managers are familiar with the frequent contests, and reminders are included in the marketing department's Ops Update, a weekly two-page operations newsletter.
PROGRAM DATES
1998 - ongoing
RESULTS
American Express Gift Cheques have been popular at the restaurant for more than two years, and Red Lobster doesn't plan to change midstream. Mosher said another Red Lobster division plans to use Gift Cheques.
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Textron Financial Corporation
Textron Finds that Showing Appreciation with Incentive Reward Cards is a Capital Idea
Motivation Challenge
Textron Financial Corporation is an industry leader specializing in areas such as aircraft, golf course and media financing. Textron prides itself on the ability to deliver responsive customer service, emphasizing quick turnaround times. Management recognized that to consistently exceed customer expectations they needed to maintain a highly-energized, motivated work force. So, when Manager Steve Ostiguy developed Textron s employee reward program, he wanted results he could bank on.
American Express Incentive Services' Answer
Textron Financial wanted its employees to choose a reward that was truly meaningful and memorable, instead of using their rewards for household staples like groceries or cleaning supplies. American Express Incentive Services, L.L.C. (AEIS) recommended its patented* Incentive Reward Cards. These Cards allow Reward Earners to choose from more than 190 retail, travel and entertainment establishments. This translates into thousands of store locations throughout the U.S. and Canada, as well as offering the convenience of online and toll-free shopping, and the security of the American Express name.
With Reward Cards, Textron is able to give credit where it s due. "We encourage peer-to-peer recognition," said Ostiguy. "Any employee can nominate their co-workers as an Employee of the Quarter for providing excellence in customer service or delivering extraordinary results."
Textron s Employee of the Quarter winners, one for each division or department, receive a 250-point AEIS Reward Card. Employees can also redeem "C3 coins" (based on the company motto: Charting our Company s Course) for Reward Cards of various denominations. "The Cards have been a very popular addition to the C3 program, especially near the holidays," said Ostiguy.
Textron also recognizes a Team of the Year by awarding each team member a 500-point Reward Card. "AEIS reward solutions have been the answer for us," reported Ostiguy. "We even incorporate American Express® Gift Cheques as part of our group travel reward." Textron chose to use 250- and 500-point cards, but AEIS Reward Cards are available in a number of denominations. AEIS also offers Cards that can be reloaded with points as employees continue to reach established benchmarks.
Ostiguy investigated a merchandise catalog program before selecting AEIS Reward Cards. "The merchandise was terribly overpriced," said Ostiguy. "Some had a 30% mark-up and most charged premium pricing for shipping and handling on top of that."
AEIS Cards allowed employees to shop directly from many of their favorite retailers and introduced them to dozens of niche establishments who provide exciting and memorable reward options. "Even the largest award catalogs can t offer the variety that our employees access with their AEIS Cards," said Ostiguy. "That made it an easy choice for me."
Promotion Support and Feedback
Ostiguy announced the Reward Card program to Textron s employees via e-mail. He included an image of the Card so employees could see what they were working toward. "The brand recognition of American Express helps make the card a very attractive reward," said Ostiguy.
Response to Textron s Reward Card program has been very positive. "The employee reaction has been just incredible," said Ostiguy. "AEIS hit the nail on the head in terms of assembling the perfect outlets for our employees to get the rewards they want most."
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