…
The global ‘Know Your IBM’ channel incentive program created by Asia-Pacific based event management specialist, CiEvents, has just won a global SITE (Society of Incentive & Travel Executives based in Chicago) Crystal award – its second SITE award in three years.
Thought to be one of the most geographically extensive and complex loyalty incentive programs of its kind in the world, KYI was awarded on 6 December for ‘Most Effective Use of an Incentive Program for a Strategic Business Solution’ following its outstanding success.
CiEvents, a multinational event management consultancy with operations in China, developed and implemented KYI in 2004. The group was commissioned by IBM Corporation to boost the product knowledge and sales performance of IBM resellers and distributors across Australia and New Zealand.
In 2005, the program received its first SITE Crystal Award for the ‘Most Creative Use of an Incentive Program to Solve a Marketing Problem’. The early success of the program saw it expand to 88 countries across 10 languages, by 2007, during which it exceeded key targets including:
- a 33.9% increase (compared with a 10% target) in the number of participants who sold IBM products
- a 48.01% increase (compared with a 15% target) in the number of education modules completed
- an 18.15% increased (compared with a 15% target) in the number of active participants in the program
- a 62% increase (compared with a 25% target) in KYI revenue
- a 184.7% increase (compared with a 100% target) in the number of IBM products and services sold by program participants to end users.
KYI comprises an online ‘learn and earn’ component to boost the market’s product knowledge, and a ‘sell and earn’ component providing a sales revenue incentive. Participants can combine points earned for selling and learning to receive incentive rewards contained in the program’s rewards catalogue.
The program is strategically managed by CiEvents, while its sister corporate travel management brand, FCm Travel Solutions, provides a global network of customer service and reward fulfilment centres worldwide. Incentive rewards vary from country to country and have included group incentive trips to destinations such Ayers Rock, Phuket and Morocco.
CiEvents’ general manager relationship marketing and recipient of the award, Dr David Cox, said the company tackled a number of challenges that were rarely given to incentive marketing specialists.
“The key challenge was to design and manage a truly global incentive program providing cost efficiencies, common processes and brand consistency. This required extensive customisation of the program at the country level to manage different language, cultural, operational and legislative needs,” Dr Cox said.
“CiEvents also needed to formally assess the true impact of product learning on sales efficacy, on a global basis. The results of this study have become highly valuable to IBM and are now expected to make a wider contribution to marketing theory and practice worldwide. KYI has helped differentiate IBM’s products and services from their competitor’s offerings, and increased their market share through innovative education, rewards that appeal to different cultures, and providing ‘cut through’ communication within each market. No other global incentive marketing or loyalty marketing company currently offers such a wide geographical coverage and has created such a strong competitive advantage in the global incentive marketing arena.”
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
