How to set up a successful incentive programme? Hands-on tips and tricks on: - improving performance - motivational models - incentive programme design models - successful steps and key challenges - incentive programme possibilities

1. SWINGGROUP
Boosting Results
How to set up a
successful incentive
programme?
#SGEvents16

2. SWINGGROUP
Boosting results
1. Your company’s challenges
2. Improving performance
3. The value of tangible Incentive Programmes
4. Case: Würth
5. Incentive Programme Design Models
6. Steps towards a successful Incentive Programme
7. Incentive Programme possibilities
8. Key Challenges
9. Motisha Incentive and Reward Software
10. Motisha Client- and Supplierzone
11. References
© SwingGroup 2016

3. YOUR COMPANY’S
CHALLENGES
BUILDING A PROFITABLE BUSINESS

4. Increase turnover
or margins?

5. A great end-of-year gift
for your staff?

6. Increase productivity
of your dealers?

7. Original welcome gift for
your new customers?

8. Better staff
performance?

9. Motivating dealers
at the launch of
your new product?

10. Stimulate
stock sale?

11. Increase customer loyalty?

12. SWINGGROUP
Boosting results
1. Your company’s challenges
2. Improving performance
3. The value of tangible Incentive Programmes
4. Case: Würth
5. Incentive Programme Design Models
6. Steps towards a successful Incentive Programme
7. Incentive Programme possibilities
8. Key Challenges
9. Motisha Incentive and Reward Software
10. Motisha Client- and Supplierzone
11. References
© SwingGroup 2016

13. IMPROVING
PERFORMANCE
ACHIEVING YOUR COMPANY GOALS FASTER

14. IMPROVE PERFORMANCE
© SwingGroup 2016

15. OUR VISION
“Loyalty is the solid basis to achieve your strategic goals
faster and improve your Customer Lifetime Value.”
Reward: to reward 
Incentive: to encourage 
“Engaged companies outperform their competition.”
© SwingGroup 2016

16. SELF-DETERMINATION THEORY
- DECI & RYAN
© SwingGroup 2016
Deci, E.L. & Ryan, R.M. [2000]. The “what” and “why” of goal pusruits: human needs and the self – determination of
behaviour. Psychological inquiry, 11, 227 - 268

17. TWO-FACTOR THEORY
– HERZBERG 1/3
© SwingGroup 2016http://en.wikipedia.org/wiki/Self-determination_theory

18. TWO-FACTOR THEORY
– HERZBERG 2/3
© SwingGroup 2016

19. TWO-FACTOR THEORY
– HERZBERG 3/3
© SwingGroup 2016

20. 4 INTRINSIC REWARDS THEORY
– KENNETH THOMAS
© SwingGroup 2016http://iveybusinessjournal.com/topics/the-workplace/the-four-intrinsic-rewards-that-drive-employee-engagement
“A sense of choice”
“A sense of
competence”
“A sense of
meaningfulness”
“A sense of progress”

21. THE CANE MODEL OF MOTIVATION
© SwingGroup 2016

22. LAW OF EFFECT - THORNDIKE
• Reward = enforces behaviour
• Punish = limits behaviour
• Cats in box were encouraged to escape to reach a scrap of fish
placed outside.
• Cats learnt that pressing the lever would have favorable
consequences and they would adopt this behavior, becoming
increasingly quick at pressing the lever.
© SwingGroup 2016

23. IMPACT OF UNFAIRNESS
© SwingGroup 2016

24. SWINGGROUP
Boosting results
1. Your company’s challenges
2. Improving performance
3. The value of tangible Incentive Programmes
4. Case: Würth
5. Incentive Programme Design Models
6. Steps towards a successful Incentive Programme
7. Incentive Programme possibilities
8. Key Challenges
9. Motisha Incentive and Reward Software
10. Motisha Client- and Supplierzone
11. References
© SwingGroup 2015

25. THE VALUE OF TANGIBLE
INCENTIVE PROGRAMMES
THE ABILITY TO MEET OBJECTIVES

26. © SwingGroup 2016Incentives, Motivation and Workplace performance: Research & Best Practices
IMPROVE PERFORMANCE

27. © SwingGroup 2016Incentives, Motivation and Workplace performance: Research & Best Practices
ENGAGE PARTICIPANTS

28. © SwingGroup 2016Incentives, Motivation and Workplace performance: Research & Best Practices
LT- outperform ST-PROGRAMMES

29. SWINGGROUP
Boosting results
1. Your company’s challenges
2. Improving performance
3. The value of tangible Incentive Programmes
4. Case: Würth
5. Incentive Programme Design Models
6. Steps towards a successful Incentive Programme
7. Incentive Programme possibilities
8. Key Challenges
9. Motisha Incentive and Reward Software
10. Motisha Client- and Supplierzone
11. References
© SwingGroup 2016

30. CASE WÜRTH
TURNOVER INCREASE

31. WÜRTH
• Sales campaign for professional customers
• Target: increase turnover by 15%
• Points for each purchase
• Incentives: gift vouchers (amusement park,
weekends, helicopter ride…)
• Ranking: gold – silver – bronze customers
© SwingGroup 2016

32. WÜRTH
• Integrated communications
• Customised campaign website
• DM, e-mailings, online messages, events
• Temporary promotions
o Double points from X tot Y
o Extra gifts (barbecue, Senseo, travel cheques...)
o Proms VIP Night for 50 highest climbers
© SwingGroup 2016

33. SwingLoyalty - Login
© SwingGroup 2016

34. SwingLoyalty - Home
© SwingGroup 2016

35. SwingLoyalty - Points
© SwingGroup 2016

36. WÜRTH
• Result
• +12% turnover
• Vs. Market average : +5%
• Visit http://www.swinggroup.eu/ENG/Caseoverview.aspx
for other successful cases
© SwingGroup 2016

37. SWINGGROUP
Boosting results
1. Your company’s challenges
2. Improving performance
3. The value of tangible Incentive Programmes
4. Case: Würth
5. Incentive Programme Design Models
6. Steps towards a successful Incentive Programme
7. Incentive Programme possibilities
8. Key Challenges
9. Motisha Incentive and Reward Software
10. Motisha Client- and Supplierzone
11. References
© SwingGroup 2016

38. INCENTIVE PROGRAMME
DESIGN MODELS
BEST DESIGN TO INFLUENCE PERFORMANCE

39. THE PIBI MODEL
© SwingGroup 2015

40. THE INCENTIVE ENGAGEMENT
MODEL
© SwingGroup 2015

41. SWINGGROUP
Boosting results
1. Your company’s challenges
2. Improving performance
3. The value of tangible Incentive Programmes
4. Case: Würth
5. Incentive Programme Design Models
6. Steps towards a successful Incentive Programme
7. Incentive Programme possibilities
8. Key Challenges
9. Motisha Incentive and Reward Software
10. Motisha Client- and Supplierzone
11. References
© SwingGroup 2016

42. STEPS TOWARDS A
SUCCESSFUL INCENTIVE
PROGRAMME
EFFECTIVE ROI

43. KEY SUCCESS FACTORS
1. Results-oriented strategy
2. Programme types
3. 1-to-1 concept
4. Activation drives engagement
5. Integrated communications
6. Inspiring incentives
7. Smart technology
© SwingGroup 2016

44. 1. RESULTS-ORIENTED STRATEGY
• Thorough analysis of
o Strategic goal(s) & objectives
o Target group(s)
o Corporate culture
o Previous campaigns, etc.
• Translation into
o Targets based on the organisation’s strategic goals
o Inspiring incentive & reward offer
o Smart communication activation strategy
o Chrystal-clear Incentive Programme rules
© SwingGroup 2016

45. 2. PROGRAMME TYPES
• Points based VS non-points based
o Short term or long term
o One time only or multiple login
• Programme schemes:
o Quota-Based Programmes
= most effective
o Piece-Rate Incentive programmes
= significantly less effective than quota-based
= significantly more effective than tournament schemes or fixed-rate
o Tournament Programmes
= equal to fixed-rate
o Fixed-Rate Incentives
© SwingGroup 2016

46. 3. ONE-TO-ONE CONCEPT
• Unique login identifies participant
• Online loyalty platform adapts automatically to person
logging in
o texts
o images
o incentives
o programme rules
o …
• Customised recognition approach
© SwingGroup 2016

47. 4. ACTIVATION DRIVES
ENGAGEMENT
• Incentive platform accessible online 24/7
• Regular interaction with the participants
o Platform messages, DM, e-mailings, SMS...
• Activation through questionnaires, contests, etc.
o In line with programme concept (knowledge test,
sweepstakes…)
o Immediate rewards for participation
• Links to the real world through membership card,
events, mobile app…
© SwingGroup 2016

48. 5. INTEGRATED
COMMUNICATIONS
• Define communication strategy and communication
plan to help achieve the incentive campaign goals
• Create recognisable incentive campaign concept
• In line with company corporate identity
• Deliverables reinforcing the incentive campaign
concept
• Online incentive platform as beacon
© SwingGroup 2016

49. 6. INSPIRING INCENTIVES
• Start with best practice incentive basket
• Constantly updated to meet the specific wishes of the
participants/company
• Incentive selections in line with campaign concept
• Be aware of new trends and/or products = this can
boost your campaign e.g. new Iphone6
• Fulfill the awards in a timely manner in order to
reinforce the motivational message
© SwingGroup 2016

50. 7. SMART TECHNOLOGY
• Easy to set up, manage, monitor and adjust
• Operates & measures ROI
• Immediate adjustment in function of results and/or
opportunities
o Adding or adjusting rules
o Adding or deleting incentives
o Adding or disabling modules
o Adding or deleting participants
• Customised to your required degree of personalisation
• Managed from your campaign cockpit
© SwingGroup 2016

51. SWINGGROUP
Boosting results
1. Your company’s challenges
2. Improving performance
3. The value of tangible Incentive Programmes
4. Case: Würth
5. Incentive Programme Design Models
6. Steps towards a successful Incentive Programme
7. Incentive Programme possibilities
8. Key Challenges
9. Motisha Incentive and Reward Software
10. Motisha Client- and Supplierzone
11. References
© SwingGroup 2016

52. INCENTIVE PROGRAMME
POSSIBILITIES
TURNKEY OR TAILOR-MADE

53. INCENTIVE PROGRAMME GRID
© SwingGroup 2016
INCENTIVES REWARDS
Points-based Earn & Burn
Long(er) term
/
Non Points-based /
Instant reward
Short term
Campaign Goal Incentive & Loyalty Recognition & Loyalty
Target Group(s) Customers, Employees, Sales
Incentives Experiences, Events, Gifts, Vouchers, ...
SwingGroup products SwingLoyalty
SwingShop
SwingGift

54. SWINGGIFT
THE SMART GIFT VOUCHER

55. BENELUX OFFER
+ 50 retail vouchers: AS Adventure, Dreamland,
Decathlon, FNAC, Galleria Inno, JBC, Planet Parfum...
+ 100 gift experiences: Antwerp Ballooning, Bongo,
Cadeaubox, Giftfor2, Plopsaland, SnowWorld…
+ 30 webshops: Bol.com, Fleurop interflora,
JewelCard, TheEmotionCompany...
+ 200 digivouchers: Base, Bart Smit, ICI Paris XL,
Kinepolis, Kinderen Koning, Magnus, MaasMechelen
Village, Mamzel, Zumba, Zalando...
© SwingGroup 2016

56. SwingGift Lite – B2B and B2B2C customers
© SwingGroup 2016

57. SwingGift Lite – B2B and B2B2C customers
© SwingGroup 2016

58. SwingGift Lite – B2B and B2B2C customers
© SwingGroup 2016

59. SwingGift Plus – B2B customers – Quick
© SwingGroup 2016

60. SwingGift Plus – B2B employees – Q8
© SwingGroup 2016

61. SwingGift Plus – B2B customers – Insites Consulting
© SwingGroup 2016

62. SWINGSHOP
REWARDING MILESTONES
THE EASY WAY

63. GLOBAL OFFER
SHORT-TERM INCENTIVE AND LOYALTY PROGRAMMES:
• Earn rewards by achieving targets and/or milestones
• One-time only secured access to order reward of
choice
CUSTOM-MADE:
• 360° communication concept
• One-on-one motivation
• Stats & reporting
© SwingGroup 2016

64. SwingShop - Luminus - Login
© SwingGroup 2016

65. SwingShop - Luminus - Home
© SwingGroup 2016

66. SwingShop - Luminus - Orderpage
© SwingGroup 2016

67. SWINGLOYALTY
INSPIRING PEOPLE, BOOSTING
RESULTS

68. GLOBAL OFFER
LONG-TERM INCENTIVE AND LOYALTY PROGRAMMES:
• Earn points by achieving targets
• Redeem points for incentives
CUSTOM-MADE:
• 360° communication concept
• One-on-one motivation
• Stats & reporting
© SwingGroup 2016

69. SwingLoyalty Lite - Enfocus - Home
© SwingGroup 2016

70. SwingLoyalty Lite - GM - Home
© SwingGroup 2015

71. SwingLoyalty Plus - Thomas Cook - Points
© SwingGroup 2016

72. SwingLoyalty Plus - Thomas Cook - Gifts
© SwingGroup 2016

73. SwingLoyalty Plus - Thomas Cook - Gifts
© SwingGroup 2016

74. SwingLoyalty Pro - Pioneer Benelux - Home
© SwingGroup 2016

75. SwingLoyalty Pro - Pioneer Benelux - Gifts
© SwingGroup 2016

76. SwingLoyalty Pro - Pioneer Benelux - Points
© SwingGroup 2016

77. SwingLoyalty Pro - Pioneer Benelux - Incentive trip page
© SwingGroup 2016

78. SwingLoyalty Pro - Citroën Belux - Login
© SwingGroup 2016

79. SwingLoyalty Pro - Citroën Belux - Home
© SwingGroup 2016

80. SwingLoyalty Pro - Citroën Belux - Gifts
© SwingGroup 2016

81. SwingLoyalty Pro - Citroën Belux - Points
© SwingGroup 2016

82. SwingLoyalty Pro - Citroën Belux - Kickoff DM © SwingGroup 2016

83. SwingLoyalty Pro - Citroën Belux - E-mailing
© SwingGroup 2016

84. SWINGGROUP
Boosting results
1. Your company’s challenges
2. Improving performance
3. The value of tangible Incentive Programmes
4. Case: Würth
5. Incentive Programme Design Models
6. Steps towards a successful Incentive Programme
7. Incentive Programme possibilities
8. Key Challenges
9. Motisha Incentive and Reward Software
10. Motisha Client- and Supplierzone
11. References
© SwingGroup 2016

85. KEY CHALLENGES
CAMPAIGN CRITICAL MILESTONES

86. KEY CHALLENGES
1. Data management
2. Data security
3. Customised incentives
4. Buy in
5. Target-driven communication
6. Taxation
7. Budget properly
© SwingGroup 2016

87. 1. DATA MANAGEMENT
• Proper data management
o incentive campaign opportunities
o boosts competitive advantage
• Update marketing data & vice versa
• Adds value across the enterprise when incentive
programme practitioners and suppliers are adept at
capturing, screening and analyzing information
• Incorporate additional (external) data streams into
the incentive campaign decision trees
• Easy data exchange through API’s favorable
© SwingGroup 2016

88. 2. DATA SECURITY
• Protect your company’s incentive campaign
investments and reputation
• Multi-tier admin and management user logins
o maintaining lowest “need to know” security authentication
o full admin and management system login audit trail
• Auto-lockout of systems preventing brute force attacks
© SwingGroup 2016

89. 3. CUSTOMISED INCENTIVES
• Personalised incentives lead to
o more motivation
o greater performance gains
• Supplier independency leads to
o more buying power
o more choice for better impact
o better SLA’s for best stakeholder experience
• Strengthen your company brand and incentive
campaign success
© SwingGroup 2016

90. 4. BUY IN
• Get buy in first of your most important stakeholders
before rolling out your incentive programme
o Sales reps
o Channel partners
o Wholesalers
o …
• No buy in = loss of precious time and money
• Optimise your incentive campaign ideas
• These stakeholders automatically turn into your best
incentive campaign ambassadors
© SwingGroup 2016

91. 5. TARGET-DRIVEN
COMMUNICATION
• Communication is key for success = clear, creative,
continuous
o Main challenge: “How to keep the momentum going?”
o Start with: “How to board your participants asap?”
• Measure message impact to target new messages
even better
• Communicate results internally to campaign users for
maximum involvement
© SwingGroup 2016

92. 6. TAXATION
• Inform your participants upfront on taxation issues
• Use double opt in procedure to ensure crystal-clear
understanding of taxation effects
• Either have them pay for it or your company pays for it
• Use easy to extract taxation reports for administrative
formalities
o Period
o Participants
o Incentive value
o Delivery date
o …
© SwingGroup 2016

93. 7. BUDGET PROPERLY
• Define overall available incentive budget per target group
• Split up the cost drivers
• Support services are higher at the start of a new
incentive campaign
• ROI Incentive costs =
TOTAL NET RETURN - PROGRAMME COSTS
PROGRAMME COSTS
© SwingGroup 2016
Once-only Recurring
Incentive campaign set-up Incentive platform license
Support services
Communications
Incentives
=>result related =>no risk

94. SWINGGROUP
Boosting results
1. Your company’s challenges
2. Improving performance
3. The value of tangible Incentive Programmes
4. Case: Würth
5. Steps towards a successful Incentive Programme
6. Incentive Programme Design Models
7. Incentive Programme possibilities
8. Key Challenges
9. Motisha Incentive and Reward Software
10. Motisha Client- and Supplierzone
11. References
© SwingGroup 2016

95. MOTISHA
INCENTIVE
SOFTWARE
SCALABLE AND FLEXIBLE

96. Fully integrated incentive & reward management platform
MOTISHA™ STATE-OF-THE-ART
TECHNOLOGY PLATFORM
© SwingGroup 2016
Solid IT framework Strong features
 Scalable and flexible platform
 Turnkey or tailor-made
products
 Cross-channel marketing
possibilities
 Campaign management
Analysis & Reporting
 Database management
Data integration – Data Quality
 Reliable & Secure
OWASP compliant
 Multi-tiered
Multilingual
 Software as a Service (SaaS)
24/7

97. © SwingGroup 2016
MOTISHA™ CONCEPTUAL MODEL

98. MOTISHA™ CONCEPTUAL MODEL
• Customers:
• B2C
• B2B
• Employees:
• Sales
• Other
• Sales:
• Professional/Agent
• Dealer/Channels
• Vendor
• Campaign owner
• Campaign user
• Temporarily campaign user
• Experiences
• Events
• Gifts
• Vouchers
• …
© SwingGroup 2016

99. SWINGGROUP
Boosting results
1. Your company’s challenges
2. Improving performance
3. The value of tangible Incentive Programmes
4. Case: Würth
5. Incentive Programme Design Models
6. Steps towards a successful Incentive Programme
7. Incentive Programme possibilities
8. Key Challenges
9. Motisha Incentive and Reward Software
10. Motisha Client- and Supplierzone
11. References
© SwingGroup 2016

100. MOTISHA
CLIENT- AND
SUPPLIERZONE
MASTERING RETURN ON
INVESTMENT

101. CLIENT- AND SUPPLIERZONE
EASY-TO-USE:
• KPI Dashboard
• 24/7
• High database connectivity with external platforms
© SwingGroup 2016
CAMPAIGN
COCKPIT
MANAGE CAMPAIGN
MANAGE
COMMUNICATIONS
MANAGE RESULTS
MANAGE ORDERS

102. SWINGGROUP
Boosting results
1. Your company’s challenges
2. Improving performance
3. The value of tangible Incentive Programmes
4. Case: Würth
5. Steps towards a successful Incentive Programme
6. Incentive Programme possibilities
7. Key Challenges
8. Motisha Incentive and Reward Software
9. Motisha Client- and Supplierzone
10. References
© SwingGroup 2016

103. REFERENCES
SATISFIED CUSTOMERS

104. MORE INSPIRING
• Proof of concept in Benelux since 2004
• Programmes sold in 6 countries:
• BeNeLux – France - Germany – USA
• Solutions rolled out worldwide
• State-of-the-art Motisha™ incentive and reward
management platform
© SwingGroup 2016

105. AWARD-WINNING SOFTWARE
© SwingGroup 2016
Best use of
technology
in a motivation
solution
KBC - Vipping
Most improved
business
performance
programme
TechData –
td.Boomerang
Most innovative
channel incentive
campaign
TechData –
td.Boomerang

106. REFERENCES
• SECTORS: automotive, food, government,
services, industry...
• REGIONS: Benelux, Europe, worldwide
• TYPE OF PROGRAMMES: channel development,
customer loyalty, employee rewarding, employee referral,
product marketing, sales incentive...
• CUSTOMERS: Alcredis, Atlas Copco, Beckers, BMW, Brunel,
BührmannUbbens, Citroën, DeLonghi, Deceuninck, Enfinity,
GE, Hansen Transmissions, Insites, Jaguar, KBC, Land Rover,
Manpower, Philips, Pioneer, Q8, Quick, Roda, Simac, Solucious,
TechData, Thomas Cook, Truvo, Unilever, Unilin, USG People,
Vaillant, Vandemoortele, Vitelma, VMW, Würth…
© SwingGroup 2016

107. SWINGGROUP’S
References

108. Thank you for your
attention
SwingGroup Benelux
Dampoortstraat 265 b3
8310 Brugge
Belgium
Tel. +32 (0)50 50 24 61
sales@swinggroup.be
Linkedin.com/company/swinggroup
be.linkedin.com/in/everaertgunther
@swinggroup - @gunar2 - @swinggift
#SGEvents16
WWW.SWINGGROUP.EU
WWW.MOTISHA.COM