Incentive

Incentive is a word of English origin meaning “Motivation”.

Definition

Incentive is an act allowing people or groups to justify itself, often by offering a Récompense in exchange of an action carried out.

One especially speaks about incentive in animation about the networks about sale : sales forces (internal networks), Distributer S, Customers (external networks). Companies making deal with distribution networks, or which have a sales force, will create tools intended to motivate these people to improve their results. The use of such devices aims to create or install a reflex of behavior or a step (generally in favor of a mark or a product near the salesmen or retailers.)

Applications

The programs of motivation are used various types as objectives (commercial or RH) and is based on mechanics of valorization (reward intangible) or equipment (tangible rewards).

  • Step of progress: quality, safety, good practices,…

  • commercial Stimulation: conquest, development, development of consumer loyalty,…

The implementation of a program of motivation is built on the basis of " mechanics opérationnelle" and of a promise of reward " hope of gains". The most frequent mechanics is:

  1. Challenges (each act obtains a reward)
  2. contests (only X first are rewarded)
  3. contracts of objectives (to reward the incremental sales).

This type of actions marketing exists in all the branches of industry in long circuit, in particular the BTP, the car, data processing, the insurance, telecommunications, pharmacy,…

On average the marks use between 1% and 3% of their CA to justify and animate their system distribution or the prescribers.

This type of program requires Information systems making it possible to manage the communication near the allotted participants, their results and profits. The software becomes essential for the management of the programs of fidelity (clubs).

The implementation of the devices allowing to obtain " a succession of acts freely consentis" is held in 3 times:

  1. launching (collection of the inscriptions and presentation of the devices to the targets concerned),
  2. animations and booster rockets (communication and allowance intended to maintain the presence with the spirit),
  3. the fence (attribution of the profits).

Actors

There exist many agencies of marketing services specialized in the design and the management of these operations. However, it is estimated that about half of the averages and large companies also in-house similar operations near their commercial animate.

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