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IncentiveGiftCards

July/August 2012 Special Supplement

Complete Incentive Gift Card Council directory

The plastic

they can use

with pride

20 jul/aug 2012 salesandmarketing.com

gift cards

It’s every trainer’s worst fear: a roomful of disinterested, “tell me something I don’t know” participants staring blankly at you, or worse yet, not even feigning interest.

Jeff McRitchie, vice president of marketing at MyBinding.com, says he encountered this too often when his customer service and inside sales teams met for important monthly training sessions.

“It reached the point where some of them were nearly asleep,” he says.

Because the information being provided directly impacts future sales revenue, this was not a problem he could allow to linger. What’s more, embarrassment was added to insult in McRitchie’s case because some of MyBinding’s suppliers were occasionally invited to introduce new product lines at these monthly meetings and witnessed the disinterest firsthand.

McRitchie decided extra motivation was in order and introduced impromptu quizzes into the mix. Now, participants who provide the best answers are rewarded on the spot with gift cards. Correct answers to his questions are worth $10 or $20 Starbucks gift cards. He also uses the meetings to publicly recognize non-sales customer service reps that have used their training to improve client interaction. These recipients receive gift cards for as much as $50 to local restaurants.

McRitchie says he also arms the visiting suppliers with gift cards and allows them to come up with their own method of handing them out during new product training sessions.

Of course, McRitchie understands the most effective way to keep employees engaged during training is to provide pertinent information that directly

The plastic they canuse with pride

impacts their job performance. But even when that’s accomplished, it can be a challenge to hold people’s attention throughout regular training sessions.

The gift cards add extra excitement to the meetings and help reinforce key points. “It has really improved their focus,” McRitchie says. He also appreciates the opportunity to recognize non-sales team members in front of his internal sales team because it reinforces their importance to the overall effort.

Growth in gift card use

The effectiveness of gift cards as employee incentives is not surprising. As the popularity of prepaid cards has soared over the past decade as gifts for birthdays and holidays, they also have been used increasingly by companies as incentives and rewards for employees, channel partners and customers. According to a 2011 report by the Incentive Research Foundation (IRF), gift certificates and

debit cards are the most frequently used category of non-cash rewards for both sales and non-sales employees.

In the IRF’s “Incentive Industry Trends Report 2011,” 17 percent of respondents indicated a greater use of prepaid cards in their programs. Also last year, Scott Jeffrey of Monmouth University reported that gift cards were used significantly more than cash, travel or merchandise for employee and partner rewards among the 170 participants in the survey

“Many incentive program managers are selecting prepaid gift cards as awards, presumably due to ease of use and the believed preferences of employees,” Jeffrey states.

One benefit of gift cards is their higher perceived value, especially when the reward falls in that gift card sweet spot of $10 to $75. When you’re trying to motivate employees with incentives in that price range, gift cards have a lot more impact than cash, says McRitchie.

salesandmarketing.com jul/aug 2012 21

gift cards

But he also believes enough in the motivational muscle of gift cards to use them when larger incentives are appropriate. Besides its in-house telemarketing sales team, MyBinding.com, resellers of binding machines and related office supplies, has a team of field sales reps that call on businesses in person and typically make larger sales. These customers are government entities, architects, law firms and other businesses that frequently print (and need to bind) long reports. Some binding machines the company sells cost several thousand dollars.

Occasionally, MyBinding.com gets exclusive rights to sell a new, high-end binding machine before competitors have access to it in exchange for a guarantee to sell a minimum number of the machines. McRitchie says he often puts a “bounty” on that model in the form of a $50 or $100 gift card for each sale and he watches the sales team hustle after sales.

“It’s all about whether that incentive is going to drive the action you want,” he says. “We had a monthlong offer to get a gift card with every sale once and boy, did they sell that machine! One person got $900 in gift cards,” he says.

Remember to measure RoI

Ben Dolan, vice president of marketing at Partner Professional Staffing, says gift cards as recognition items have become a popular part of the corporate culture at the Cincinnati-based recruitment firm, which specializes in placing professionals in the health care, information technology and finance industries. The company has enjoyed tremendous growth, even during the skittish economy of the past few years. At a weekly meeting of the in-house

Why gift cards trump cash as a motivatorWhile it’s true that managers and hR professionals like recognizing stellar performance with gift cards because they are easy to administer, they would be shooting themselves in the foot if the gift cards weren’t desired by the employees they recognize.

Not to worry. A 2011 study by the Incentive Research foundation in which 170 participants responded showed that, given the choice between cash and prepaid gift cards, prepaid cards are preferred by a ratio of almost 7 to 1. In fact, almost half of the respondents consider prepaid gift cards to be the best incentive of all.

“We found that reward recipients are more likely to mentally classify prepaid cards as guilt-free spending versus cash,” explains IRf President Melissa van Dyke. “they’re more likely to add the value of that prepaid gift card to their monthly budget, rather than simply replace it, as they do with cash.”

Nearly half of the reward and recognition program planners surveyed say that, dollar for dollar, prepaid cards are the most effective reward available, and more than 75 percent believe they are among the most effective of all rewards – especially in driving loyalty and engagement.

The plastic they canuse with pride

continued on page 22IRf/IgCC Survey of gift Card Recipients, 2012

do you like receiving gift cards?

They are the best of all gifts/rewards

44.07%

They are a good gift/reward

27.12%

Rather havethe cash

8.47%

They are a poor gift/reward

9.32%

I end up not using them

5.93%

Other

5.08%

“ It’s all about whether that incentive is going to drive the action you want.”

22 jul/aug 2012 salesandmarketing.com

gift cards

the proven motivational power of gift cards is a key reason managers use them in reward and recognition programs, but the advantages don’t end there. Customization and ease of administration is important, too.

Providing you utilize a business-to-business prepaid provider (versus grabbing a handful at your local retailer) you get client support, fulfillment, budget control, cardholder support and more. Many of those suppliers are members of the Incentive gift Card Council, a strategic industry group created to provide an awareness of gift cards as a viable option for use in incentive programs. (find out more about the IgCC at UsegiftCertificates.org.)

Card faces can be customized with your company’s logo or program theme. this in-wallet billboard fosters loyalty by reminding recipients of how they earned their reward. the fact that you can give cards with a set value or one that can be loaded as goals are achieved aligns with diverse program structures.

there’s another feature that makes prepaid cards from select IgCC members truly unique: the ability to decide where the card can be spent. It’s called restricted authorization network (RAN), and it has benefits for both you and your participants.

According to Matt harris, IRf chairman and vice president of marketing at InteliSpend Prepaid Solutions,

“the price is usually better for you because the participating merchants offset some of the cost. you also get to strategically build the list of merchants where your card can or can’t be spent so that the experience aligns with your objectives.”

the menu of spend options provides your participants that guilt-free experience since they aren’t faced with the dilemma of paying the cell phone bill or purchasing that new golf club.

“When you consider that over 65 percent of recipients say they remember what they purchased and that many attribute that positive memory to the person or company that gave them the card, it’s easy to see how the organization receives a significant benefit as well,” says Betty Weinkle, vice president of corporate wellness at Spafinder, Inc., and a past president of IgCC.

the next time you’re pondering the right incentive for your diverse participant group, you don’t have to look beyond these pages. keep this directory of IgCC members handy and ring them up. you’re sure to find just the right prepaid incentive to get the results you want because you’re giving them the incentive they’ve clearly said they want (and will do what they need to do to earn it).

For more on this important study, go to http://theirf.org/Prepaid-Gift-Cards-in-Incentive-Reward-and-Recognition.6087263.html

Smart incentive gift card shoppers steer clear of retail outlets

sales staff of 30 to 35 reps, anyone who has reached certain goals gets to draw from a grab bag of assorted gift cards. The cards for area restaurants and retailers range in value from $10 to $100.

“It’s something people get excited about and laugh about. It’s really built up camaraderie,” Dolan says. “If we ever stopped it would disappoint people.”

The privately held company spends upwards of $14,000 annually on gift cards, he says. “It’s a real commitment in terms of the partners putting money into these rewards.”

As with any good incentive program, Partner PS, as it is commonly called, makes sure the return on investment exceeds the cost of the rewards. Dolan records what gift cards are pulled and by what employees. He notes the division the employee works in and what goal was reached that qualified that employee to pull from the grab bag.

The company also uses gift cards in its promotions. At a recent trade show, anyone who visited the Partner PS booth could enter their name in a drawing for a $1,000 Best Buy gift card.  

The plastic they can use with pride continued from page 21

24 jul/aug 2012 salesandmarketing.com

directory

1 TO 1 CARDedward hearne630-754-4800 - or - 888-725-6617email: ehearne@1to1card.comwww.1to1card.com

AÉROPOSTALE®, INC.meagan giunta973-826-1441email: mgiunta@aeropostale.comwww.aeropostale.com

AFFINION LOYALTY GROUPandrew hodges804-217-6462email: ahodges@affiniongroup.comwww.affinionloyalty.com/loyalty

AIMIA PROPRIETARY LOYALTY US INC. (f/k/a Carlson Marketing)heidi laJoy763-445-3124email: heidi.lajoy@aimia.comwww.aimia.com

AMAZON.COM CORPORATE GIFT CARD SALEScraig mcglynn206-266-6387email: mcglynn@amazon.comwww.amazon.com/corporategiftcards

AMC THEATRESJennifer Berger816-480-5831 - or - 800-262-4849email: jberger@amctheatres.comwww.amcnationalsales.com

APPLEBEE’SBridget moen913-890-0732email: Bridget.moen@applebees.comwww.applebees.com

AUGEO AFFINITY MARKETING, LLCgreg poling651-917-9143 - or - 877-781-2586email: gpoling@augeomarketing.comwww.augeomarketing.com

BASS PRO SHOPS / OUTDOOR WORLD INCENTIVESBill wagner417-873-5075 - or - 800-951-1000email: bhwagner@basspro.comwww.owincentives.com

BATH & BODY WORKSFrank Neumann614-856-6117email: fneumann@bbw.comwww.bathandbodyworks.com

BEDANDBREAKFAST.COMDanilo Sierra512-322-2710, ext. 2731email: dsierra@bedandbreakfast.comwww.bedandbreakfast.com

BEST BUY® COMPANY, INC.

reward your best people and customers with Best Buy gift cards. let them choose what motivates and inspires them: home entertainment and electronics from Best Buy. No fees. No expiration dates. Just happiness.™

Best Buy gift card incentivestoll free: 877 370-1234 email: corporategiftcards@bestbuy.comcorporategiftcards.bestbuy.com

BEST WESTERN INTERNATIONALgabrielle moxley602-957-5755 - or - 866-574-6475email: gabrielle.moxley @bestwestern.comwww.bestwestern.com

Effective reward programs are a phone call awayGift cards are an effective workplace motivator, as well as a way to thank loyal customers. Smart managers don’t purchase gift cards at retail, however. By using certified incentive gift card suppliers, you can receive quantity discounts and learn more about how to get the most return on your investment.

The Incentive Gift Card Council (IGCC) is a strategic industry group within the Incentive Marketing Association (IMA). Member companies are the elite among retail, catalog and performance improvement agencies, offering cards/certificates, that can be redeemed for merchandise, travel, food, accommodations and services. This directory is a service to Sales and Marketing Management readers who use — or are interested in using — gift cards as employee or customer incentives.

For more information about the IGCC, visit www.usegiftcertificates.org.

salesandmarketing.com jul/aug 2012 25

directory

One attribute of gift cards that Jeff McRitchie of MyBinding.com appreciates is also a potential pitfall, he warns. they are impactful rewards at such an affordable price point that the temptation, at least for McRitchie, is to sprinkle them a little too generously among his sales team.

“If you’re not careful, you can end up paying people for doing things they should be doing anyway,” he says.

McRitchie explains that he was so impressed by the results of gift cards used as motivators in team meetings and as “bounties” to sell targeted office equipment that he jumped at other opportunities to motivate actions. he introduced a program that rewarded reps who made a certain number of customer demonstrations per month with gift cards, but halted the program soon after it was launched.

“they already had a quota of demos and this didn’t provide the change in behavior we had hoped for,” he says. there’s something to be said for setting an expectation and demanding it.

Like anything in business (and in life), you’re going to have more success with some endeavors than others. there’s no shame in not getting the results you expected every time, McRitchie says. In that respect, some incentive programs become self-policing.

“you have to step back and assess whether it really changed behavior. you try to figure out what really motivates people, but if they aren’t motivated, they won’t change their behavior.”

Right tool, wrong timeone manager’s lesson in overusing an effective incentive

“ If you’re not careful, you can end up paying people for doing things they should be doing anyway.”

When applause isn’t enough, give them an Ovation

When seeking to acknowledge an outstanding performance or achievement, why not give them an Ovation? With a collection of over 100 luxurious Fairmont, Raffles and Swissôtel hotels and resorts, in some of the most extraordinary locations around the world, Ovation Rewards are the ultimate in personalized global travel incentives.

For more information, call 1 888 742 7088 or visit www.frhi.com/ovationrewards

9351 FHR Ovations Ad 6-14-12 SMM_FA.indd 1 15/06/12 9:53 AM

26 jul/aug 2012 salesandmarketing.com

directory

BOOST REWARDSanita emoff937-531-4989 - or - 800-324-9756email: anita.emoff@boostrewards.comwww.boostrewards.com

BOSCOV’S, LLCJ. Kim Kolakowski610-929-7355email: kkolakowski@boscovs.comwww.boscovs.com

BOSTON MARKET CORPORATIONrachel Flesner303-216-5346email: rflesner@bost.comwww.bostonmarket.com

BRINKER INTERNATIONALtracie elmore972-770-9017 - or - 877-724-4438email: tracie.elmore@brinker.comwww.brinkergiftcards.com

BROOKSTONErob ludwig603-577-8134email: rludwig@brookstone.comwww.brookstone.com

BUCA DI BEPPOKerry montgomery407-903-5444email: kmontgomery@bucainc.comwww.bucadibeppo.com

BUFFALO WILD WINGSKim Sobasky952-516-8070email: ksobasky@buffalowildwings.comwww.buffalowildwings.com

C2 CONSULTING SERVICES, LLCalex calicchio786-206-8326email: acalicchio@c2-cs.comwww.c2.cs.com

CABELA’S INC.

cabela’s, world’s Foremost outfitter of hunting, fishing and outdoor gear for over 50 years, has everything you need to outfit and incent employees and customers!

mindy Knight308-255-1108 - or - 800-753-3219email: mindy.knight@cabelas.comwww.corporateoutfitter.cabelas.com

CALIFORNIA PIZZA KITCHENDana rae Kelsch310-342-4715email: dkelsch@cpk.comwww.cpk.com

CASHSTAR, INC.phil moranemail: philmoran@cashstar.comwww.cashstar.com

CBSI – CONSUMER BENEFIT SERVICES, INC.Juli gilbert630-420-6200email: jgilbert@consumerbenefit.comwww.consumerbenefit.com

CELEBRITY CRUISESron gulaskey305-539-5960 - or - 800-644-6312email: rgulaskey@celebrity.comwww.celebritycorporatekit.com

IRf/IgCC Incentive Planners Survey, 2012

Why use gift cards?The growth in prepaid card use, from obscurity to prominence in little more than a decade, begs the question: why? According to 2011 consumer research conducted by First Data Corp., “When asked why they choose to purchase gift cards rather than a gift, 83 percent of respondents said that gift cards make gift-giving easy, and more than half said they save shopping time. Almost three-fourths of consumers liked the ease of mailing gift cards to recipients who live far away.”

Although this information pertains to prepaid cards purchased by consumers for friends and relatives, it is also relevant to the corporate use of prepaid cards in incentive plans. For organizations that aim to leave lasting impressions on employees, customers, partners and others, prepaid cards offer the opportunity for branding and, depending on how they are used, personalization. In these respects at least, they offer better potential return on investment than cash as rewards. In the IRF survey directed at incentive program planners, the largest reason given for using prepaid cards was that they are easier to administer than most other rewards (37 percent). Many respondents also believe that people like receiving prepaid cards more than most other types of rewards (32 percent) and that prepaid cards are more flexible than most other types of rewards (20 percent). 11 percent felt they were more customizable and personal than most other reward types.

They are easier to administer than most other rewards

37.3%

People like receiving them more thanmost other types of rewards – 32.5%

They are more flexible than most other types of rewards

19.3%

They are more customizableand personal than mostother types of rewards

10.8%

Why do you use gift cards in your incentive, rewards & recognition program?

28 jul/aug 2012 salesandmarketing.com

directory

CERIDIAN STORED VALUE SOLUTIONS (SVS)michael cordy502-420-6587email: mcordy@storedvalue.comwww.storedvalue.com

CHEESECAKE FACTORY, THEKathleen henderson818-871-5867email: khenderson @thecheesecakefactory.comwww.thecheesecakefactory.com

COINSTAR, INC.elizabeth larrick630-756-8564email: elizabeth.larrick@coinstar.comwww.coinstar.com

CORPORATEREWARDS.COMedward Brookshire212-689-1200 - or - 877-922-giVeemail: ebrookshire@ucgroupllc.comwww.corporaterewards.com

COUPONTRADE, INC.ronny Sage312-929-3423 - or - 888-838-5847email: rdsage@coupontrade.comwww.coupontrade.com

CPS CARDS, CO.mike Nawn630-543-2630email: mnawn@cpscards.comwww.cpscards.com

CRACKER BARREL OLD COUNTRY STORE, INC.wendy Becker615-444-5533email: wendy.becker@crackerbarrel.comwww.crackerbarrel.com

CRUTCHFIELDed handel800-388-2911, ext. 3250email: ehandel@crutchfield.comwww.crutchfield.com

DIMPLE DOUGH, INC.lee poskanzer401-301-5337email: lposkanzer@dimpledough.comwww.dimpledough.com

DOMINO’S PIZZA, LLCJennifer whiteaker734-930-3658email: jennifer.whiteaker@dominos.comwww.dominos.com

ELIZABETH ARDEN RED DOOR SPASForest miner203-905-1721 - or - 866-reD-Dooremail: fminer@rdspas.comwww.reddoorspas.com

FAIRMONT-RAFFLES-SWISSOTEL HOTELS & RESORTS

ovation rewards are the ultimate in personalized global travel incentives! accepted at all Fairmont, raffles and Swissôtel destinations. Valid for one night stays with breakfast, room taxes, and gratuities, they have no expiration dates. may be combined for multiple night reservations. Show your clients or employees your appreciation, by giving the gift of luxurious stays — in extraordinary places!

robert ward773-275-8027email: robert.ward@frhi.comwww.fairmont.com/ovationrewards

savings and efficiency increaseuse of electronic deliveryThe plastic gift card is more popular than ever, but e-gift cards are establishing a large footprint as well. There is good reason for businesses to embrace electronic delivery for incentive gift cards or customer loyalty programs, beginning with significant

cost savings and the ease with which they can be personalized. And talk about instant gratification! A recipient can turn right around and cash in online.

In a survey of 1,012 customers, CashStar, an e-gift card provider that partners with more than 250 well-known brands, discovered these key points about customer preference:

• Apopularchoice: More than 98 million Americans (42 percent) have given or received an e-gift card.

• Personalizationisamust: Consumers expect personalization with their e-gifts. More than 98 million indicated they would leave a retailer’s website and shop somewhere else if they could not personalize the e-gift cards. This serves B2B gift card users well. Personalization reinforces to the recipient who is delivering the card and why they are getting it.

• Makeitconvenient: Consumers want the e-gift card purchasing process to be easy. A full 55 percent said they were likely to abandon the order if there were too many screens or forms to complete. The same convenience translates to the B2B world.

• Mobiletrumpssocial: Despite recent buzz around social gifting more Americans (32 percent) find it important to have an optimized mobile experience than to be able to send an e-gift via social (20 percent).

30 jul/aug 2012 salesandmarketing.com

FIRETHORN MOBILE, INCmike Smith972-542-9247email: mgsmith@qualcomm.comwww.firethornmobile.com

GAP, INC.Stacey mcallister415-427-8299email: stacey_mcallister@gap.comwww.gapincbusinessdirect.com

GIFT CARD OCCASIONSrick Burtch905-841-1992email: rick@giftcardoccasions.comwww.giftcardoccasions.com

GIFTANGO CORPORATIONmike Fletcher503-443-8264 - or - 877-443-8264email: mike.fletcher@giftango.comwww.giftango.com

GIFTCARD PARTNERS, INC.edward Shulkin781-237-1742 - or - 508-425-3224email: eshulkin@giftcardpartners.comwww.giftcardpartners.com

GIFTCERTIFICATES.COM

motivate. inspire. reward.leverage our sales incentive solutions and transform your sales people into dynamos with measurable results!

• Incent upselling and cross-selling

• Motivate new-to-market product sales

• Reward customer retention improvements

• Encourage workforce efficiencies

• Recognize service above and beyond expectations

anne Jetter402-951-4136email: ajetter@giftcertificates.comwww.gcincentives.com

GREAT LAKES SCRIP CENTER, INC.Jack Smith616-827-8180 - or - 800-727-4715email: jsmith@glscrip.comwww.glscrip.com

GROUPONNicole willis312-662-7980email: nwillis@groupon.comwww.groupon.com

HALLMARK BUSINESS CONNECTIONSSusan gray612-672-8607 - or - 800-765-4438email: susan.gray@hallmarkbusiness

connections.comwww.hallmarkBusinessconnections.com

HARD ROCK INTERNATIONALKevin Kirby407-455-7625email: kevin_kirby@hardrock.com wendy_karshner@hardrock.comwww.hardrock.com/giftcards

HOME DEPOT INCENTIVES, INC.robert hatfield770-384-3348 - or - 866-232-9038email: robert_b_hatfield @homedepot.com

HYATT HOTEL CORPORATIONJason wolf312-780-5766email: chicago.incentiverewards @hyatt.comwww.certificates.hyatt.com

iCARD SYSTEMS AND iCARD GIFT CARDandrew Barrett-weiss954-376-3180 2008email: abw@icardsystems.comwww.icardsystems.comwww.icardgiftcard.com

iCARDMALL.COMtally oliveau818-264-9474email: tally@icardmall.comwww.icardmall.com

IMPACT CONSULTING & MANAGEMENTpaul prato949-646-3100email: paul_prato@teamicm.comwww.teamicm.com

IMPACT INNOVATIONS, INC.lee williams320-847-1210email: lee.williams @impactinnovationsinc.comwww.impactinnovationsinc.com

IMPACT INTERNATIONAL MARKETINGBecky goldberg866-389-9798email: bgoldberg@iimgroup.comwww.iimgroup.com

INCENTIVE / NORTHSTARVince alonzo646-654-7361email: valonzo@ntmllc.com valonzo@incentivemag.comwww.incentivemag.com

INCOMMScott Silver763-898-3728email: ssilver@incomm.comwww.incomm.com

INNOVATIVE PREPAID SOLUTIONS, LLCrebekka rea405-475-2902email: rebekkar @innovativeprepaidsolutions.com

INTELISPEND PREPAID SOLUTIONSmartin J. hood636-226-2040email: martin.hood@inteliSpend.com brenda.simler@inteliSpend.comwww.intelispend.com

JCPENNEY INCENTIVE SALEScindy mielke800-832-4438email: cmielke@jcpgiftcard.comwww.jcpgiftcard.com

JET/FUZEBUYrandy Fox360-932-9000email: randy@fuzebuy.comwww.imaginejet.net

JOS. A. BANK CLOTHIERS, INC.Nicholas rizzi410-239-2700 - or - 800-656-2286email: nrizzi@jos-a-bank.comwww.josbank.com

KOHL’S DEPARTMENT STORESgina Fachet262-703-7000 - or - 800-653-1774email: gina.fachet@kohls.comwww.kohls.com/corpgiftcard

L.L. BEAN DIRECT TO BUSINESSBetsy perry-Smith207-552-6202email: bperrysmith@llbean.comwww.llbean.com/business

LANDRY’S INC. / CLAIM JUMPER RESTAURANTSDebbi aishman713-386-7220email: daishman@ldry.comwww.landryrestaurants.com

LANDS’ ENDNancy Bieber608-935-4332 - or - 877-312-2209email: nancy.bieber@landsend.comwww.giftcard.landsend.com

directory

Tap into the power of gift cards for awards and incentives.At NGC, we make the process of using gift cards to achieve your award and incentive goals simple and hassle-free. We’ll partner with you to create a seamless program that fits your budget and objectives:

• More than 170 gift cards to choose from• Generous volume discounts• No hidden fees nor minimum orders• Turnkey fulfillment; Rapid turnaround• Custom packaging and technology solutions

888.472.8747 sales@ngc-group.comOr visit www.ngc-group.com

All marks are the property of their respective owners and are used with permission. Card terms and conditions apply.

E-gift cards connect with gamification trendBecause of their electronic delivery capability — instantaneous — e-gift cards are ideal for incentive programs or customer loyalty endeavors that involve gamification.

In January 2011, the first conference on gamification (the use of gaming techniques to solve problems and engage audiences) was held in San Francisco. Although the general theories and applications surrounding gaming approaches are not new, it is a relatively new concept to the world of incentive design. But not for long.

Gartner group predicts that by 2015, half of all managed innovation processes will include game mechanics, and that by 2014, 70 percent of all Global 2000 organizations will have at least one “gamified application” in place.

Game mechanics are the proverbial “three-legged stool” of technology trends (supported by mobile and social). The essence of gamification includes many constructs already used in incentive programs such as achievement levels, leaders’ boards, progress bars, rewards, etc. Additional techniques include everything from installing virtual currencies, to direct challenges between users, to embedded casual games.

A recent IRF poll found that one in five incentive planners is either currently taking advantage of game mechanics on their incentive sites, or plan to do so within the next year. Planners involved in incentive travel and meetings should also know these principles apply to events as well.

directory

32 jul/aug 2012 salesandmarketing.com

LOWE’S COMPANIES, INC.cameron Krost704-758-3437email: cameron.krost@lowes.comwww.lowes.com/giftcards

LOYALTY INNOVATIONSmichelle holmes402-255-7874email: mholmes@tandt.comwww.loyaltyinnovations.com

MACY’S CORPORATE SALES & SERVICESSharon Blume212-494-4181 - or - 877-622-9722email: sharon.blume@macys.comwww.macys.com/corporategifts

MANNA GROUP SCRIP COMPANY, THEKim Damato847-202-8442email: kimd@mannagroup.netwww.mannagroup.net

MARKETING INNOVATORS INTERNATIONAL, INC.richard Blabolil847-696-1111 - or - 800-401-3698email: rblabolil @marketinginnovators.comwww.marketinginnovators.com

MARRIOTT INDIVIDUAL INCENTIVESSteve maselko301-380-4905email: steve.maselko@marriott.comwww.marriott.com/incentives

MAUI JIM SUNGLASSESBrett hatch309-683-2039 - or - 800-614-6790email: bhatch@mauijim.comwww.mauijim.com

MOVIETICKETS.COMmitch Brody310-943-9052email: mbrody@movietickets.com tgargano@movietickets.comwww.movietickets.com

NATIONAL GIFT CARD

National gift card is a leading supplier of gift cards for use as incentives, promotions and reward programs. it offers more than 175 major retail, restaurant and prepaid cards and ecodes along with secure online ordering, fulfillment services and program customization.

888-472-8747email: info@ngc-group.comwww.ngc-group.com

NIKE, INC.charlie hillis503-671-4096email: charlie.hillis@nike.comwww.nike.com

O.C. TANNERrex remigi801-483-8326email: rex.remigi@octanner.comwww.octanner.com

OMAHA STEAKS – SPECIAL MARKETSmatt Burdette800-228-2480email: mattb@omahasteaks.comwww.osincentives.com

OPTIMUM CARD SOLUTIONSrich olson630-458-0077email: rich@optimumcard.comwww.optimumcard.com

PANERA BREADruss Bunner210-490-4000email: rbunner @virtualincentivesgroup.comwww.panerabread.com

Incentive planners encourage the use of prepaid cards for memorable merchandise and experiences, which is impossible with cash. Thus, the closer a prepaid card is to being completely “open” (that is, it can be used virtually anywhere in lieu of cash), the more it becomes a cash substitute. Many argue that giving an open prepaid card is really not much different than giving its equivalent value in cash.

Indeed, as far as the IRS is concerned, open prepaid cards amount to cash wages and are subject to tracking, reporting, and tax withholding when issued to employees.

The response to the IRF survey suggests that many organizations use cards as substitutes for cash (43 percent). However, a much larger number, 57 percent, either believe that cards are more thoughtful and personal (33 percent) or are “a carefully selected reward matched to the recipient’s interests and tastes” (24 percent).

In many ways, however, it doesn’t matter whether one receives an open, closed or restricted card. Recipients who are unsatisfied with a closed card that limits them to a particular retailer, for example, can visit websites like plasticjungle.com, cardhub.com, giftcardrescue.com, cardcash.com, eBay and many others to exchange or sell their cards, often at 90 percent or more of their face value.

So what are the implications for incentive planners? Perhaps open cards should be used in any circumstance where there is doubt concerning the interests of the recipient. Planners might track usage of prepaid card exchange sites and understand which of their gifted cards are being exchanged and for what.

It might also be possible to collect useful data from the larger exchange sites. Future research might work with exchange sites to determine which cards and card types are most frequently sold or exchanged, which are most requested and which sell at the greatest discounts, for example.

Tackling the card-as-cash dilemma

directory

salesandmarketing.com jul/aug 2012 33

PAPPAS RESTAURANTSDebbie rodriguez713-803-5141email: dlrodriguez@pappas.comwww.pappas.com

POWERHOUSE BRANDS CONSULTING

powerhouse Brands consulting is a gift card focused consulting team, steeped in retail gift card experience, that helps members of the gift card industry identify and realize their potential. we handle in-store, online, third party, B2B, and overall program and project management and help companies get gift card done.

matthew Davies503-317-4925email: mattdavies @powerhousebrands.compowerhousebrands.com

PREMIUM INCENTIVE PRODUCTS MAGAZINEpaul e. hennessy847-705-6867email: paul@pipmag.comwww.pipmag.com

QUINTLOYALTYDonna chrobak704-926-2710email: dchrobak@quintloyalty.comwww.quintloyalty.com

REAF MARKETINGDiane walker513-300-7902email: diane@reafmarketing.comwww.reafmarketing.com

RED ROBIN CORP.Kelly wahl303-846-6050email: kwahl@redrobin.comwww.redrobin.com

REGAL ENTERTAINMENT GROUPtimm walsh303-300-9292 - or - 800-291-8173email: timm.walsh@regalcinemas.comwww.corporateboxoffice.com

REGIS CORPORATIONKatie Dougherty952-947-7493email: katie.dougherty@regiscorp.comwww.regiscorpgiftcards.com

RESTAURANT.COM

BEST DEA L . EVERY MEAL.

restaurant.com incentive & loyalty Solutions offers gift cards for over 18,000 restaurants that help businesses of all sizes achieve positive results for sales, loyalty and other marketing programs.

howie Schnuer866-951-1475email: incentivesinfo@restaurant.comwww.incentives.restaurant.com

RK INCENTIVESrich Killian407-851-0690email: rich@rkincentives.comwww.rkincentives.com

ROYAL PERFORMANCE GROUPJulie Feece630-353-7900email: j.feece@rpgglobal.comwww.rpgglobal.com

RYMAX MARKETING SERVICES, INC.paul gordon973-808-4066 - or - 800-379-8073email: pgordon@rymaxinc.comwww.rymaxinc.com

SALES & MARKETING MANAGEMENTmike murrell952-401-1283email: mike@salesandmarketing.comwww.salesandmarketing.com

IRf/IgCC Incentive Planners Survey, 2012

directory

When you use gift cards as rewards, what are you intending to give?

Selected to matchrecipients’ interests

23.68%

More thoughtful and personal

32.89%

Same as cash

43.42%

Perhaps open cards

should be used in any

circumstance where there

is doubt concerning the

interests of the recipient.

34 jul/aug 2012 salesandmarketing.com

certain of the recipient, Jennings points out.

She also uses gift cards as an effective thank-you for a client. For example, if Wildly Different worked closely over several weeks with an executive assistant

at a client company to prepare a scavenger hunt or other activity, Jennings will fish for some details on that person’s interests and send him or her a gift card as an expression of gratitude for helping out.

Jennings says she also incorporates gift cards into trade show promotions that she puts together for clients. In terms of a reward or recognition item that’s both valued and versatile, gift cards are almost unmatched, she says.

directory

SCRIP PROmichael Brammer574-968-0827email: mbrammer@scrippro.comwww.scrippro.com

SEARS HOLDINGS GIFT CARDSmichael Strohl847-286-1348 - or - 800-549-8151email: mike.strohl@searshc.comwww.searscorporategiftcards.com

SHELL GIFT CARDrory Smith888-Shell-04email: r.smith@rpgglobal.comwww.shellgiftcard.us/giftcard

SODEXO MOTIVATION SOLUTIONSheidi hastings-Brien301-987-4632 - or - 888-663-4437email: heidi.hastings@sodexo.comwww.sodexomotivation.com

SOURCE ONE DIRECTpatrick Kapustka630-584-7002email: patrick.kapustka@sbcglobal.netwww.sourceonedirect.com

SPA WEEK MEDIA GROUP, LTD.heather abbott212-352-8098email: heather@spaweekmedia.comwww.spaweek.com

SPAFINDER, INC.Steven Kane212-924-6800 - or - 888-all-SpaSemail: steven.kane@spafinder.comwww.spafinder.com

STAPLES CORPORATE GIFT CARDSrobin Vancura508-253-4271email: robin.vancura@staples.comwww.staples.com/giftcards

STONER BUNTING GIFT CARD GROUPJim roosa717-291-1491email: jroosa@stonerbunting.comwww.sbgiftcardgroup.com

STOREFINANCIALlarry Bush913-648-2214email: lbush@storefinancial.comwww.storefinancial.com

SUBWAY Card Program, Value Pay Services, LLCerin wood612-804-3532email: ewood@ipcoop.comwww.ipcoop.com

SVM – GIFT CARDSandrew Dodge207-712-5824email: andrew.dodge@svmcards.comwww.svmcards.com

T.J. MAXX / MARSHALLS / HOMEGOODS

giVe the moSt Value to the oNeS you Value moSt!

thank employees for their achievements and customers for their loyalty with the tJx gift card. with over 2200 t.J. maxx, marshalls, and homegoods locations to shop, recipients will appreciate the incredible values they’ll find on the brand names they love. corporate discount and free shipping available.

mary manor800-333-1387 - or - 508-390-3714email: mary_manor@tjx.comwww1.tjmaxx.com/tjx/corp_rewards.asp

Companies count on Lisa Jennings to add pizzazz to their corporate events, and Jennings says she relies on gift cards to help her deliver.

Jennings is the Chief Experience Officer of Wildly Different (wildlydifferent.com), an Orlando-based provider of unique team building exercises. Jennings and her staff travel around the country — and sometimes out of the country — to create, well, wildly different endeavors for clients.

One Wildly Different specialty is the corporate-size, team-building scavenger hunt staged at off-site events. Jennings sends

In terms of a reward or recognition item that’s both valued and versatile, gift cards are almost unmatched.

teams around a venue or even around a city in search of clues and prizes, including gift cards. In this situation, gift cards work great because you’re not

Gift cards work whether you know a lot or a little about the recipient

directory

TARGET

the store everyone loves! want to drive sales, recognize and celebrate success? use target giftcards®. order as many as you like, from $1 to $2,000. to learn about using target gift cards in incentive programs and for other business needs, call 800-5giFtS5 (544-3875) or e-mail B2B.giftcards@target.com.

Jennifer Funderburk612-307-5913email: jennifer.funderburk@target.comwww.target.com/corporategiftcards

TRANSACTION WIRELESSthomas Niedbalski888-522-8520email: tniedbalski @transactionwireless.comwww.transactionwireless.com

TRAVEL TAGS, INC. (formerly known as IGH Solutions)martha weaver651-288-8470 or 800-950-8247email: meweaver@ighsolutions.comwww.ighSolutions.com

TRAVELOCITY INCENTIVESpeter Friend720-838-0707email: peter@travelocitygiftcard.com pfriend35@gmail.comwww.travelocityincentives.com

UNITEDSCRIP, INC.carol m. rampey864-886-9701email: cmrampey@unitedscrip.comwww.unitedscrip.com

UNIVERSAL ORLANDO RESORTmichael Borton407-224-3799email: michael.borton @universalorlando.comwww.universalorlando.com

VANTIVholly Schmackers513-900-3433email: holly.Schmackers@vantiv.comwww.ftpsllc.com

VERA BRADLEY SALES LLCDoug atkinson260-207-5109email: datkinson@verabradley.comwww.verabradley.com

WALGREENS CO.lauren Vondrasek877-492-4222email: lauren.vondrasek@walgreens.comwww.walgreens.com

WILLIAMS-SONOMA, INC.peter thornton415-616-8520 - or - 800-838-2589email: pthornton@wsgc.comwww. wsiforyourbusiness.com/content/

business/gift_cards.html

YARD HOUSE RESTAURANTSSydney myers800-336-5336email: smyers@yardhouse.comwww.yardhouse.com

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They don’t cost a lot and you can reward on the spotIt comes as no surprise that prepaid cards are most commonly issued as spot rewards. The value of prepaid cards is typically low — between $25 and $100 in most cases and slightly lower for customers and higher for sales employees. They are also used most frequently for employees, making them ideal for spot rewards.

IRf/IgCC Incentive Planners Survey, 2012

directory

0

25

50

75

100

57.3%

As spotrewards

34.7%

Formally, forachieving

performancegoals

28%

As recognitionat birthdays,employee

anniversarydates, etc.

28%

For customerloyalty (i.e.points, etc.)

28%

To supportwellnessprograms

13.3%

To supportsafety

programs

12%

For quarterlyor end-of-year

bonuses

42.7%

For Christmasor otherholidaygifts/

bonuses

12%

Other

Howdoyoutypicallyusegiftcardsinyourorganization? (choose all that apply)