Hard work is its own reward, as the old proverb goes, but when the hard work of companies and employees delivers success and longevity, a little incentive for them can mean more rewards down the line for their clients.
Studies by the Incentive Federation and the Forum for People Performance Management have consistently shown that employee incentives foster better performance and stronger loyalty. The flip side of this coin comes up when companies and their employees reach milestone anniversaries. For such occasions, promotional products can serve as rewards for hard work, reminders of employee achievements and proof of the company's ongoing ability to serve clients and reward employees.
These moments are best commemorated with products that uniquely reflect the anniversary and the person or group celebrating it, says Dan Livengood, senior sales manager-western region for distributor Newton Manufacturing Co. (UPIC: NEWTON) in Newton, Iowa.
"Promotional products reinforce and stimulate the spirit of emotion for both the sender, the organization celebrating the milestone, and the recipient," says Livengood. "Even 25 years of being in business creates enthusiasm and excitement for organizations to celebrate and promote longevity, stability and vision. When a recipient is awarded or buys a promotional product, it becomes an intrinsic reminder of such a great accomplishment."
Help Your Clients Remember To Celebrate
While one company may plan its anniversary celebration months and even years ahead, others need a little encouragement, especially to celebrate employee milestones, says Jacque Martin, CAS, with distributor Adcentive Group (UPIC: ADCENTGP) in San Diego, California. "It is not usually something our clients ask for. We need to ask them, 'How do you celebrate your employee anniversaries?'"
Martin says the distributor's challenge is to inform and encourage clients to celebrate and appreciate their employees. Today's economic uncertainty can make employees uneasy about their future, and Martin says recognizing and celebrating long-time achievements can bolster feelings about a worker's value to the employer.
"Anytime we are celebrated, it boosts morale and gives one that feel-good attitude that we all need. With employees working harder and longer, and often for less money right now, recognition programs are important," she adds.
"People enjoy receiving gifts. That is what keeps us all in business. Make sure and celebrate your clients, too. Give gifts to them often so they remember how it feels."
Bill Schulte, vice president/owner of Cincinnati, Ohio-based supplier Late For The Sky Productions (UPIC: OPOLY), agrees that distributors need to be proactive about helping clients mark anniversaries with products.
"I'm afraid distributors miss the anniversary opportunity pretty often," he says. "[As a supplier] we don't get a great deal of inquiries specifically about anniversary ideas, but when we do, those presentations tend to be the most well-received options. Many companies don't budget a great deal of money to celebrate their anniversary, often they are 'late to the party,' and whatever can be done quickly is usually what happens."
Tips For Choosing Commemorative Products
Whether clients are facing time or budget restraints, a well-researched product can still become a perfect anniversary gift. Schulte says personal items with pictures make the best company anniversary-related items, and many distributors agree that including personalization is always the best first step in creating an appropriate gift.
Schulte says his company's board games allow for the ultimate customization. "The layout of the game allows for a significant opportunity for using groups' language, images and actual photos of the people and things that employees and members interact with every day. Lots of these subjects and icons are funny to fellow workers, they share an inside joke or a sense of pride and accomplishment," he says.
"For example, it may not mean anything to the outside world to draw a card that says 'Go directly to Jim's office,' but it might be a really big deal to someone [within the company]," he explains. "Maybe Jim's office is where something bad happens, you wouldn't know that unless you worked there every day."
Schulte says the closer a gift relates to someone' personal interest, the better. "Our feeling is that anniversary celebrations using promotional products have great value to employees and organization members because they are connected to a large part of someone's life."
The right product can also encourage new and repeat business by cementing customer loyalty. Livengood and Jay Donlin, senior vice president of sales and marketing for Newton, agree that company anniversaries are a great resource for cultivating reoccurring business.
Once the importance of the anniversary is acknowledged, the next step is finding the right product. So what makes a great anniversary gift or commemorative piece? Livengood and Donlin say gift-related items with a custom or value-added twist are a good start. "Including a romance card or certificate of authenticity adds a nice touch," says Livengood.
Past keepsakes developed by Newton include die-cast replicas, custom medallions and ornaments. "Functional, desktop, symbolic and coveted collectibles that can be displayed tend to work best," he says. "It is important to remember that you are celebrating a milestone, so the perceived quality of the product should match the value and honor of the accomplishment."
Livengood says no matter the product or the recipient, "the important thing is to make certain to do your due diligence to research the organization's history, industry, culture, etc. The proposed target recipient's demographic should be thoughtfully considered as well."
Schulte believes company anniversaries are an ideal time to use promotional products because they allow recipients to remember the good times and recall accomplishments together. "Shared personal experiences connect people like nothing else," he says.
For employee anniversaries, Livengood believes offering choices can bring gift-giving to another level as well. Though attaching a dollar amount to a year of service is a good start, letting employees choose commemorative gifts that display a high-perceived value can make a lasting impression."If the product has a high perceived value, it then becomes a keepsake or collectible for generations," he says.
Martin's programs for employee anniversaries include products ranging from picnic baskets to leather jackets to bicycles to barbecue grills. Electronics are a consistent favorite, too, she adds.
Some products Martin finds more suitable to certain employee milestones such as 10- and 20-year anniversaries include luggage sets and high-end accessories. "For 10-year anniversaries, I've offered Swiss Army watches, a Victorinox luggage set, a Canon camera and a custom fire pit," she says. To mark 15-years, recipients may indulge in an upgraded watch, Weber barbecue grill, Howard Miller clock or iPod Touch.
One of Martin's clients has been offering an employee points program for five years, with branded items to celebrate employee anniversaries; Martin updates her offerings for clients each year after attending The PPAI Expo in Las Vegas.
Choosing Your Audience For A Company Anniversary Gift
Who benefits best from being included on the recipient gift list? Just about anyone with a connection to the celebrating company, says Livengood. "The target recipient could be anyone with a direct or indirect connection to the organization, such as community and chamber of commerce members, current and retired employees, dignitaries, customers and alumni. It's really anyone who feels an emotional tie to the organization through the product."
Get The Celebration Started With These Do's And Don'ts
Do aggressively research the product selection and intended recipient.
Do consider adding a custom twist on the product.
Do listen carefully and consider the client's desires, needs, budget and deadline.
Don't assume your preferences will match the client's or intended recipient's preferences.
Don't choose dated or gimmicky products. Be creative.
Don't give cash or a gift card to recognize employee anniversaries. It disappears.
Do look at the many ways to add a subtle logo to the product so the event is remembered and the product is retained.
Do consider purchasing a branded product from one of the many brand. Pavilion suppliers at The PPAI Expo, and use a pad printer or engraver to decorate the product or the case.
Don't wait until the last minute to start assembling the ideas and message for anniversary gifts.
Jen Alexander McCall
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