PPB November 2015

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The Role Of Communication
Another important step in the design of
an effective incentive program is communica-
tion. There are several opportunities to com-
municate with the participant audience, from
the planning phase all the way through the
post-program evaluation:
Planning: Involve representatives from the
participant audience (in this case—employ-
ees) to ensure that the goals are a stretch, but
achievable; that the rewards offered will be
motivational to the audience; and that the
participant audience will take ownership of
the program.
During the program: Schedule periodic
updates to keep participants interested in the
program and keep goals top of mind. If the
program includes game components or other
competitive elements, updates are essential.
Most online programs today offer real-time
analytics so participants can track their
progress.
Post-program: Even if a formal ROI assess-
ment is not conducted, a program review will
provide important information for future
campaigns. Request feedback from partici-
pants to garner the most meaningful infor-
mation for making the program more effec-
tive in the future. Once all the results are in,
don’t forget to celebrate the successes. There
are some exceptions, but typically the more
public you make the celebration, the better.
Many times the public recognition is as
important as the reward, so make sure com-
pany management is involved in recognizing
these achievements.
Providers of incentive programs will be
able to present company leaders with an
even more compelling case for investing in
incentive programs and other engagement
strategies in their quest to attract and retain
critical talent for their organizations.
NOVEMBER 2015 • PPB • 55
Barb Hendrickson is president of Visible Communication, a firm that
helps companies become more visible in their marketplace through
effective communication strategies such as content creation, inbound
marketing, social media strategy, reputation management and more.
She has spent more than 30 years as a manufacturer’s representative for
brand-name incentive merchandise and promotional products, and she
is past president of the Incentive Marketing Association. Hendrickson is
author of It’s NOT About the Money: 10 steps to designing effective
non-cash incentive programs that retain employees, engage customers
and improve business.
Check out these websites
for more information on
incentive reward and
recognition programs: