|
STEP 2: DEFINE TARGET AUDIENCE
Once your objective has been set, determine who can impact your goals.
Because market conditions and participant profiles vary, the more you know about your target audience, the better you can design a structure and select awards to motivate them and, ultimately meet your specific business objectives.
1) Decide Who Impacts What.
- Sales Objectives
- Salespeople (push)
- Sales Support (push/support)
- Sales Management (push/support)
- Telemarketers/Order processors (push)
- Distributors (push/pull) Dealers/Retailers (push/pull)
- Customers (pull)
- Attendance/Turnover/Safety Objectives
- Office, factory and warehouse employees
- Drivers
- Managers and supervisors
- Suggestions/Referral/Recruitment Objectives
- Employees (or family members)
- Customers
2) Study Audience Demographics and Diversity.
- What is the age range and median age?
- Is the group primarily male or female?
- Are they urban dwellers or suburbanites?
- Are they highly educated?
- What are their special interests or hobbies?
- What is their income range?
- Who are their customers?
- Do they have any expectations of the promotion/awards based on previous experience?
3) Tie Objectives To Your Audience.
- Decide if you need more than one program to accommodate various audiences, include everyone in a single program or run separate programs.
- Link behaviors and/or performance measures of your various audiences to specific business objectives.
Next step - STEP 3: Build Your Budget
Previous step - STEP 1: Identify Objectives
Back to 10-Step Incentive Process
|
