How to inspire peak performance
by Rob Stonehewer
June 8, 1998 - Strategy Magazine
Special Report: Premium and Incentive Challenge

The article below was a submission to a fictitious client brief. The brief asked five companies specialising in promotions and incentive programs to recommend how they’d motivate employees and the trade to get behind a brand of nutritional supplements.

An exciting product launch; strategies that stimulate communications; awards that motivate; tactics for future communications... Here’s a multi-faceted solution that clearly addresses the challenge.

Imagine the intrigue and excitement within the company as employees arrive at work as usual, only to be greeted by the SuperSupplements president dressed in a jogging suit!

Stars, streamers, ribbons and motivational quotes from famous sports personalities adorn the office walls, while Olympic theme music heightens the drama of the occasion.

As staff members enter the reception, they are presented with a water bottle containing a celebratory cocktail (non-alcoholic, of course). Attached to the bottle with a gold medal ribbon is an invitation for an event to be held later that day at a local sports facility, just a short jog away!


Pre-launch event focuses attention and generates participation

At the venue, each participant receives a promotional T-shirt and baseball cap emblazoned with the "Peak Performance" theme logo, along with a copy of the program communication materials, which explain what they have to do and what incentive awards they can win.

Then the lights dim, and excitement grows, as trumpets herald the start of an electrifying motivational A/V show - a show that captures the thrill of Olympic achievement.

With the assistance of a professional speaker, company’s management team unveils the new product line, and reveals details about the advertising, promotion and incentive programs.

Next, it’s time for a participatory team-building activity. A customised interactive computer game is used to test staff on their knowledge of sports trivia and key points from the new product presentation. Sports-related prizes and promotional merchandise will be presented by the SuperSupplements star athlete-spokespersons.


Retail launch helps secure store manager commitment

Over the next two weeks, the company’s 15 sales reps will use a presentation kit to help sell the program to their retail store managers.

When the manager commits to display the product prominently for a specific period (end of aisle for 30 days, for example), the store is automatically entered into the "Peak Performance Celebrity Sweepstakes draw." The top prize will be an exclusive, in-store appearance by one of the star athletes, with winners and runners-up receiving tickets to local sports events, which can be used as promotional give-aways.

A "Performance Points" bonus will be awarded to the company sales reps, to help them focus on the goal of signing-up the stores in their territory. Points will be redeemable in the company’s all-employee incentive program.


Retail staff recognised for team achievements

To ensure that stores compete equitably, the 160 retail locations will be divided into three groups based on past product sales volume.

After obtaining store manager commitment, the company rep will present the program to retail sales staff, and obtain enrolment information, which will be used to create a participant database.

Each retail staff member will receive a "Peak Performance" water bottle containing a full-colour, pocket-sized brochure highlighting:

• The features and benefits of the new product line
  
• Details of the advertising and celebrity endorsement
  
• The consumer and sales staff sweepstakes
  
• The retail staff incentive program structure and awards
  

Store performance reports will be generated on a bi-monthly basis, indicating the Top 30 in each of the three groups, and the relative position of each individual store. Based on the store’s ranking within its group, "Performance Points" will be awarded, redeemable for team awards such as:

• A pizza-and-pop celebration
• Tickets to local sports events
• Experiential group event awards such as kart racing, computer game competitions or sports bar activities
• "Peak Performance" promotional merchandise
  
  

"Push-pull" sweepstakes targets consumers and staff

To help drive sales of SuperSupplements SixPacks, a consumer sweepstakes will run for six months. This "push-pull" promotion will encourage the consumer to try the range of product, using a mail-in rebate and sweepstakes promotion that offers a chance to win:

• A trip for two to the Super Bowl or another major North American sporting event, including air fare, accommodation, meals and event tickets
• Six runners-up prizes of all-inclusive tickets to a Canadian indoor track and field event
• Six prizes of merchandise items, including autographed sports memorabilia, LCD camcorders, personal CD players and sports watches
  

All entry forms will be scanned and used to establish a consumer database for future direct marketing programs. In addition, when retail sales staff recommend the product to the customer, they can add their own name and enrolment number to the entry form. So if the customer wins, they win!

The number of entries received from each store sales person will also be tracked as part of the administration process. Those who achieve one of six predetermined performance levels will have the opportunity to choose from a plateau selection of merchandise and experiential awards. The awards will range from $50 to $500 in value, and will include performance-car driving, flying lessons, white-water rafting expeditions, quality, brand-name luggage, sports watches, sunglasses, cameras and personal stereo systems.

Sales staff will also be offered short-term bonuses to help jump-start the program and keep it top-of-mind.


All-employee program targets key objectives

Back at company headquarters, a series of short tactical programs will help employees internalise the brand philosophy, improve performance and enhance customer service.

There will be a peer-to-peer recognition program to identify those who "exceed the need", a team-based customer service suggestion program and a series of quiz evenings on company products, sports and general knowledge.

"Performance Statements" will be produced, indicating the number of points employees have earned for their achievements and participation. The points will be redeemable for tickets to Canadian indoor track and field events or for merchandise and experiential awards similar to those offered in the consumer promotion and retail incentive programs.

In July, when employees receive their annual evaluation, supervisors will also be expected to identify performance goals that relate directly to the program objectives. Employees will be rated against these goals at a half-yearly evaluation, and those results will be reflected in their annual bonus plan.


Snow sports spectacular recognises top achievers

To help address the company president’s passion for snowboarding, a "Peak Performance" snow sports spectacular will be held at a local ski resort. There will be a series of fun team-building activities, including downhill slalom races, snow tubing, snow golf – and, of course, snowboarding!

After the day’s activities there will be a celebratory dinner, at which recognition awards will be presented to top program achievers and event winners.


Breaking the barriers

This program will ensure you achieve your "Peak Performance" objectives by effectively securing prominent in-store displays, motivating retail staff, attracting consumer attention and generating excitement within the company. Let us help your organisation achieve "Peak Performance"!

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