Gift card programs typically are eas- ier to run than those for merchan- dise or travel incentives, but that doesn’t mean implementing one is as simple as just buying cards in bulk from resellers. In fact, these suppliers provide much added value with their expert program design and marketing services. “Clients find out what we really help with is the poor person in the HR department who’s told to manage the program,” says Paul Hubert, GiftCertificates.com’s vice president of customer and merchant servic- es. “We help them implement the program and create collateral marketing materials.” figures? That program will be structured differently and with different cards than for a factory worker,” she says. Resellers also help businesses run their programs better. To help its clients standardize the way managers hand out awards, Hallmark Business Solutions devel- oped an analysis “wizard.” Based on client input, the tool indicates whether an intend- ed award is enough or if a different card works better. “That helps provide structure in companies where one manager might be giving $50 for a reward and another is giv- ing $300 for the same effort,” says Heather
Teskey, Hallmark Business Connections’
vice president of strategy and marketing.
One Fortune 50 financial services client
saw its program numbers soar after it hired
Hallmark Business Connections for a pro-
gram that aimed to acquire new customers
and strengthen relationships with current
ones. “Before working with us, they tried
using gift cards for a coffee retailer,” says
Teskey. “It’s a great place, but if you don’t
like coffee or if there isn’t a location close to
you, it isn’t very exciting as an incentive.”
Hallmark Business Connections designed
a program that incorporated a new theme
and quarterly rewards. Employees who met
their goals each received a Premiere Choice
Award, tri-folded in a black “tuxedo jacket”
envelope. The inside of the program-branded
award showed the recipient’s name and a
thank-you message for a great effort during the program. Each award was “signed”
with the company’s logo, and each employ-
Working
With Resellers
Here’s how incentive gift card providers
can enhance your rewards program with
their design and marketing services
PROGRAM DESIGN
AND MANAGEMENT
Resellers can help clients determine the best
type of program and reward mix for meeting business goals, whether it is points-based
or spot-based and whether it uses plastic or
digital cards or both, respectively.
“We’ll look at budget, the type of company they are, what their needs and goals
are, and who they’re rewarding, and we’ll
delve into demographics and recommend a
program and what gift cards would be good
for them,” says Joan Travelstead, senior
vice president of program development
at National Gift Card, in Crystal Lake,
IL, which suppliers 195 retail cards, from
luxury retailers to Walmart.
Knowing who you’re rewarding is key,
too. “Often, people know what they want
but not what would be the best solution
for their target audience, says Travelstead.
“Are you rewarding someone earning six
Resellers can help
clients determine the best
type of program and
reward mix for meeting
business goals.
