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Program Recognized as "Grand Motivation Master" by Incentive Magazine
The HON Company, a leading office furniture manufacturer based in Muscatine, Iowa, and Maritz Motivation Solutions recently received the Grand Motivation Master Award in Incentive Magazine’s Motivation Masters competition. The Grand Motivation Master Award is the grand prize in this annual competition, which celebrates the best, most effective incentive programs in a range of disciplines from internal sales and channel partner incentives to engagement and employee recognition programs.
Last year, HON and Maritz worked together to develop a sales channel program that created stronger brand loyalty while reflecting the individual needs of the company’s dealers and dealer sales representatives (DSRs). The HON HONORS program provides a tailored approach, which is supported by Maritz’ patent-pending “Channel Loyalty HD” solution.
“The HON brand is the essence of our strategy. The HONORS program helps us to connect in a targeted way to our most loyal DSRs, making HON the brand that they prefer to sell, while rewarding them for their efforts,” said Shelley deSilva, Vice President of Marketing at HON.
The HON program was among 12 finalists in the Motivation Masters competition that drew nearly 50 entries for the 2012 competition. According to Incentive, HON HONORS was worthy of recognition because it “not only produced great results, but it orchestrated a sea of change in the way HON motivated its channel partners while creating a new motivational solution.” Boasting an increase in sales with those DSRs enrolled and an increase in enrollment of new DSRs, the program has exceeded preliminary program objectives.
“Our long-standing partnership with HON has allowed us to work closely with their team to develop a truly unique and effective program to engage the stakeholders most valuable to their company,” said Mike Spellecy, Corporate Vice President and Managing Consultant at Maritz. “What we’ve really done with this program is create a brand community, letting the sales channel engage with HON and build loyalty as a direct result of a desire to participate.”
The program was also honored in the Motivation Master award in the Channel Sales category.
Channel Loyalty HD Program
Channel Loyalty HD allowed HON to gain a clear understanding of representatives’ attitudes, experiences and preferences in order to help effectively engage DRSs, based on a calculation of the sales representative’s lifetime value (LTV).
The HON loyalty program combined a points-based rewards program with an incentive trip for the top 50 DSRs. Each participant was grouped into a tier based on prior performance – HONORS, HONORS Preferred and HONORS Elite. As sales representatives grew into a new tier, their status grew within the organization, earning additional points and perks. When participants progress through the program, they are now offered a wider variety of recognition items, with the goal of making it into the top 50. The HONORS program is flexible, too, giving participants the opportunity to redeem points for awards of their choosing with a custom-branded exclusively yours ® card that’s based on performance tier.
This innovative approach drives deeper engagement, helps predict future profits, and provides enhanced reward and recognition offers, while at the same time identifying high-value and at-risk representatives.
Impact Results of Channel Loyalty HD
In the addition to the increase in sales with those DSRs enrolled in the program and increase in program enrollment, HON realized a significant increase in incremental sales, program tier improvements and overall DSR lifetime value.
As a result of the tiered structure, targeted impactful communications strategy and LTV modeling, HON HONORS has already exceeded preliminary program objectives. Many of HON’s DSRs have regularly moved up the tiers in the last year.
HON renewed the HONORS program for another year, looking to incorporate new and progressive ways to drive further engagement with HON’s DSRs.
About The HON Company
Inspired by practicality and invested in understanding the needs of its customers, The HON Company strives to establish meaningful connections resulting in product solutions and customer support that exceed market demands. As a leading designer and manufacturer of workplace furniture including chairs, storage, panel systems, tables and desks, HON’s commitment to serving its customers is rooted in reliable performance and a member culture that is approachable, confident, smart, and ready to serve. Headquartered in Muscatine, Iowa, The HON Company has numerous manufacturing facilities strategically located throughout the United States, and markets its products through a nationwide network of loyal dealers and retailers. The HON Company is an operating company of HNI Corporation (formerly HON INDUSTRIES). For more information, visit hon.com.
About Maritz Motivation Solutions
Based in St. Louis, Maritz Motivation Solutions is part of the Maritz family of companies. It offers full-service reward and recognition, sales incentive and channel loyalty programs to US and global companies. Maritz Motivation Solutions delivers best-in-class rewards and fulfillment services, including purposefully-chosen merchandise and experiences that excite, motivate and recognize people. The people who work for Maritz Motivation Solutions are dedicated to being the best in the business, fun to work with and their clients’ most valuable ally. For more information, visit http://www.maritzmotivationsolutions.com or call 1 877 4-Maritz (1 877 462-7489).
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