When it comes to performance improvement, we all know that a first impression can be a very powerful thing. Whether you’re trying to impress a new client, or attempting to engage a new segment of your audience, you often get one chance—and one chance only—to demonstrate the value that you and your organization can bring to the table. Of course, some incentive programs are designed for customer retention, meaning that targeted marketing campaigns that focus on long-term engagement may be the way to go. However, as a performance improvement company we’re also frequently asked to develop strategies that draw potential employees or customers into a program from the very beginning, and for these types of programs the key is to generate excitement right away with clear and concise communications.
Consider for example any customer loyalty program that you’ve signed up for; chances are the form to fill out was simple and straightforward, or even non-existent. The rewards that could be earned were explained in a clear way that showed you exactly what you were going to get with your participation. You probably even received a sign-up bonus – anything from a free cup of coffee to $5 off of your first purchase as a loyalty rewards member.
For performance incentives on a corporate level, reward programs obviously present different challenges, but the same basic principles should apply. In order to create an initial burst of excitement about the program, your communications need to be well thought out and feature a sign-up process that’s as user-friendly as possible. One suggestion might be to showcase the rewards being offered up front and center, whether it’s merchandise like iPads, exclusive event tickets, concierge services, or exciting group trips. Not only will your program participants be motivated to perform better than they ever have before, but your company will see profits rise and engagement soar.
Looking to reach a new segment of your audience? Don’t let a bad first impression lead to a lost opportunity.