True or false? Three out of 10 people eligible to earn travel rewards don’t know it.
Answer: Fact. The existence of your company’s travel incentive program should not be debatable. Leave that kind of uncertainty for Big Foot and the Loch Ness Monster.
Shockingly, anywhere between 25 per cent and 35 per cent of your incentive travel participants may not even know about the program’s existence. That’s a large number of participants that won’t be motivated or influenced, which reduces the potential impact to your business goals and objectives. What’s the main culprit? A primary suspect could be the communications model.
Today, companies need to assess and design a communications strategy that takes into account a fragmented participant base. Technology has created significant shifts that are impacting how we communicate. We, as individuals, are becoming increasingly sophisticated and diverse when it comes to what we read, listen to and how we interact. Consider the following two communications models:
Traditional Communications Model
Filled with one-way print, dimensional, direct mail and web communications, these approaches follow legacy practices that do not incorporate or benefit from viral or two-way interactions with and between program participants.
Advocacy Communication Model
In this approach, participants help create and foster communications that further drive awareness and program advocacy. For instance, by leveraging and sponsoring program rallies or social media networking events, whether proprietary or third-party based, participants are encouraged to show, share and talk about the incentive opportunity with their friends, colleagues and family.
Program sponsors and planners can further encourage these discussions, as well as benefit from them, by not only sharing additional program specifics, but also determining enhancements that further drive the participants’ motivational appeal and perceptions of program value.
Embracing one communications approach over another doesn’t take into consideration that participants are at different levels of preference and maturity as it pertains to receiving and participating in communications. Today’s communication efforts need to be less about what channel you use and more about integrating efforts in ways that further inform and engage diverse program participants in different and more meaningful ways around incentive travel programs.