PPB September 2021

and doesn’t feature the company’s branding, and/or doesn’t require the recipient to go to a company-hosted website to redeem it, they’re more likely to associate their gift with CVS, Walmart or wherever they redeem it, rather than with their employer. “Incentives are a non-economic impact, in that the emphasis is on the pleasure of receiving the gift rather than the monetization that always happens with a cash gift, where the recipient converts the value to compensation: $100 equates to five hours’ pay,” he says. “That personal connection possible [with tangible rewards] is the golden prize that can come to your client. It converts adversarial employees into allies, improves the workplace and creates the outcome of remarkable possibilities.” Non-cash rewards, which are a $77 billion-dollar industry, according to research from the Incentive Research Foundation, are known to have greater staying power. Gifting a luxury watch, a high-end tech backpack or a designer jacket to a standout employee for superior performance, not only provides them with a luxury item, but it also creates a positive association in their mind between that item and their experience of receiving that item, with their employer; something that’s likely to be recalled every time the employee goes to wear or use that item. “Consider how the promotional product is not what you are selling your client, rather, it is whatever positive emotions recipients feel about the promotional item, being transferred to the message or corporate brand of your client,” Roark says. “Whether it’s name- brand merchandise, travel or a logoed gift card, what you are actually providing your client is the personal connection to the recipient that makes them happy that they work for, buy from and/or deal with your client’s company.” If the gift is experiential, such as concert tickets, spa trips or incentive travel, companies can include a high-end product, branded or not, to complement the experience as well. Examples include a pair of high-end earbuds to listen to their favorite tunes well after the concert ends, or a luxury towel and beach bag to bring on their seaside getaway. Also, the impact of an incentive gift is elevated when the product is personalized, reports the IRF. So, when gifting a high-end robe to an employee who earned a spa trip, opt to have that employee’s name embroidered on the robe for added meaning, effect and recall. In a post-pandemic world, merchandise as an employee incentive gift is expected to increase 24 percent this year, according to 2021 IRF Trends Report. Most businesses are spending an average of $160 on incentive merchandise for individual employees, IRF reports, with 32 percent spending $200 or more per employee. IRF also reports that, during the pandemic, even lower-priced merchandise worked well to keep workers engaged throughout, so consider strategically gifting smaller incentive items throughout the year to keep motivation high. Pr emi ums and I ncen t i ves Looking to express a wholehearted thank-you message? Say it with diamonds. This Diamond Dream necklace is a classic—and the stuff dreams are made of. Set in a 14-karat white gold prong setting, it features an exquisite, single .30-karat diamond, which is hand-cut to perfection in Antwerp, Belgium, known as the Diamond Capital of the World. The pendant, which weighs one- third of carat, is set on a 16-inch white gold chain. Antwerp Diamonds Incentives / PPAI 270274, S1 www.antwerpdiamondsincentives.com The Anvil Beaded Bracelet is delicate and timeless, but also wearable enough for every day. The 7.5-inch triple-strand, beaded bracelet is made with rhodium and gold, and features two-tone accents and closes with a horseshoe clasp. It also comes with a lifetime guarantee. John Medeiros Jewelry / PPAI 752042, S1 / www.johnmedeiros.com 38 | SEPTEMBER 2021 | INNOVATE