Incentive Communication | Behavior Matters!

Tag: Incentive Communication

Once is Not Enough – Incentive Communications Need a Campaign

words an numbers over a group of people working at a table
Four Steps to Communicating Incentives

There is an old adage in advertising that says, “people need to see an ad seven times before they are influenced by it.” What does this mean for your incentive programs?

While advertisers may argue about the exact right number (I’ve seen some say that it takes 20 times – really, that seems overkill?), the concept that multiple views of information drives behavior has been shown to be true.  This is called “effective frequency” in the advertising world. 

In our internal communication world, we call it a communication campaign and organizations don’t use campaigns as often as they should. In the world of incentives, a full campaign can be a fantastic tool to add to your toolbelt.  

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A Home Run for IC Directors

Man sitting back in office chair with his hands behind his head looking satisfied
Create a Great IC Program AND Make Sure it is Understood

Incentive compensation professionals work hard at developing incentive plans that drive employee motivation while also meeting their company’s strategic objectives.

In the past, this has been achieved by using rules of thumb and stringent financial analysis. Yet, hard work is not enough in today’s turbulent times.  

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The Story vs. The Analyst: How good communication gets ruined!

The largest part of our business is developing communications for sales incentive plans.  We create presentations, develop plan books, and design flash and other forms of communication. We got into this work by accident (one client many years ago asked us to create a “meeting in a box” for his IC plan – the rest, as they say, is history), but now we embrace it and have carved out a niche.  That niche is taking highly analytical and dry plan data and making it more interesting, more engaging, and more motivating for the sales representative.  Over the past 10 years we have done just this for thousands of plans and hundreds of thousands of participants.

We strive to tell a visual and emotive story with our work.  We work hard at capturing the vital information that is important to a sales person and making that information understandable and engaging.  I like to think we do a good job – when our clients allow us to.  You see, telling a story about incentive compensation and creating captivating visuals to convey that information isn’t easy.  It requires that we make choices about what information we share.  It means that we may have to simplify the message.  It may mean changing how we present and what types of communication that we use.  This, for some clients, is easier said than done.

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