The Promotional Idea Showcase - Winter 2003 - Updated Quarterly

 

Inside Incentives
Countdown Strategies Make Promotions Blast Off
By Rayna Skolnik

 

Ten, nine, eight, seven ... the shuttle prepares for liftoff … six, five, four, three … the ball descends in Times Square … two, one, blast off! (or Happy New Year!) 

Counting down is a time-honored way to build anticipation and excitement. In the business arena, it’s always been important to track the time remaining before a program ends or an event occurs. You want to keep people focused on the date and ensure their interest remains high. There are several applications for counting down, many benefits to doing so and scores of effective techniques – including imprinted merchandise. 

Critical Issues

In applying a countdown, it’s important to remember the objective is to spur people on. You don’t want to come across like a nagging spouse, but instead keep reminding people of how much they have to gain by meeting their goal or attending an important event. To help ensure your strategy is effective, remember these three points:
  • Be upbeat. Remind people how much has been accomplished and what rewards await them. 
  • Be imaginative. Use reminders and tactics that are fun, memorable and creative. A logoed item with each reminder is often an excellent way to maintain interest. 
  • Don’t overdo it. Sending too many reminders starts to feel like nagging. Space them appropriately for the length of the program.

When To Use Countdowns

Whenever there’s a specified period in which people must complete a project or reach a goal, it’s important to keep them aware of the deadline and time remaining. Remind them that if they lose time or get off track, they’re less likely to reach the goal. Examples of classic date-specific programs where countdowns can help include:

Incentive programs/Sales contests. To qualify for an award, salespeople or reps typically need to reach their goals by a specified date. Or, they might need to be among the top 10 salespeople in terms of total sales, percentage, increased sales, etc. Customer-service reps often have complaint-reduction goals. Telemarketing reps have goals for calls placed or contacts converted to sales. Keeping participants focused on the target helps sustain effort and motivation towards achieving the goal.

Product launches. Perhaps salespeople need to master new-product info by a specific launch date. Or, you need to prepare a phase of your new campaign. Or, retailers must sign up for a co-op ad program. Participants require encouragement to keep their deadlines in mind.

Dealer/Distributor/Retailer programs. You might want your customers to stock up on your products. Or, you might want them to increase sales of a particular product to qualify for an award or set up special displays to coincide with your ad campaign or promotion.

Key meetings. For annual sales meetings, presenters usually need to submit copies of their handouts or their audiovisual requirements by a specific date. Salespeople are expected to complete reports on new accounts or prepare analyses of sales, returns, and customer complaints. All this information must be submitted on time. In addition, you want attendees to stay focused and enthusiastic.

Celebrations. For an occasion such as a company anniversary, organizers need to ensure all arrangements are completed on time. In the process, however, don’t overlook the people who don’t have to do anything except be there. Build the excitement and keep them thinking about the event as it approaches.

Premieres/Grand openings. A new plant, store, expansion, etc. are all are important for a company. Everyone involved must focus on their responsibilities and carry them out on time.

Corporate changes. There’s always a date when the change will take effect, and a list of what must be done to make everything go well. Clients need to be notified, department reorganizations worked out and new stationery ordered.

The Benefits

Most motivation programs take place over extended periods. A sales contest, for example, takes at least three months – sometimes as long as a year. Participants need enough time to bring in additional business to cover the cost of awards. No matter how desirable the award, however, the program won’t automatically sustain itself; it needs booster shots. With a date-dependent program, countdown techniques can:

  • Grab people’s attention. You need something unusual enough to cut through the clutter. This is true for sales reps, dealers, distributors and retailers. 
  • Be a constant reminder. Everyone today is multitasking and bound to be diverted. You need to pull them back and keep them focused.
  • Generate buzz. Innovative reminders get people talking about a program. Enthusiasm is contagious. 
  • Build excitement. Continual reminders have a cumulative effect while exerting gentle pressure to get ready. 
  • Create a final burst. In the last days of a program, people are likely to slack off if they feel they’ve done enough. But you want them to keep going. A well-chosen countdown can provide that extra push. 

What Works

Again, the most effective countdowns keep people focused. There are several ways to do this. Here are just a few examples:

  • Set interim goals. This divides a big project into manageable chunks and creates a sensible schedule for those running the program.
  • Newsletters/Bulletin boards. Issue newsletters and post reports on bulletin boards 
    and your Intranet after each interim deadline. Report on people’s achievements or provide updates. Include a suggestion to help people reach their goals. 
  • Mini-meetings. Hold them occasionally. They don’t need to be lengthy, just long enough to let people know what’s happening and whether the program is on track. 
  • Mailings to participants’ homes. These are especially effective in programs where the award is something that will also appeal to the participant’s spouse or significant other. 
  • E-mail. Send reminders and status reports. 
  • Give small, theme-related gifts. This is where your counselor is invaluable. Virtually every point on this list can be augmented by an appropriate promotional product. Working with the theme “Drive to Win,” one counselor designed a series of teasers, including a logoed miniature race car, checkered racing flag and windshield sunscreen. 
  • Make it visible. People have a natural inclination to count down to significant dates. It’s always more motivating to know the number of days remaining. A calendar to cross days off or a countdown clock can work well here.

Set a deadline to ask your counselor about countdowns. 

And make sure you meet it.

Rayna Skolnik is a freelance writer based in New York