Why Broadcasters Prefer Travel Incentives
- Unlike cash, memories last a lifetime
- It’s exotic, it’s exciting, and it motivates higher performance
- Travel is a lifetime goal for most people
Why Group Rather Than Individual Travel
- Shared experience builds better personal relationship with client
- Opportunity to learn more about client’s company in a non-business environment
- Allows the inclusion of unique exclusive events that could never be reproduced for individuals, e.g. Vienna Boys’ Choir performance, Queens Grenadier Guards, Dinner in a Medieval Castle, etc.
Most Stations Use Incentives To:
- Increase advertising revenue (new business and increased share from existing advertisers)
- Solidify their existing customer base, i.e. establish “Brand Loyalty” to get through a “down” book
- Minimize defections of your top salespeople to your competition
We used to run a lot of trips as incentives and bonuses…there was something about a well-planned trip to an exotic spot that was very difficult to pass up. These trips were always a big hit…which raised their (the dealers) morale even higher and gave them a heightened sense of purpose and belonging.
…For me, the trips were a perfect opportunity to touch base with a lot of dealers over a short time. They were also an ideal way of combining work with a good time…
Lee Iacocca from Iacocca, An Autobiography. Bantam Books.