Also in this report:

– Distributor a key link in P&I chain: It’s not just about selling mugs or pens anymore, say the experts p.37

– Education gaining currency as motivator p.38

– Winter good time to light motivational fire: With spring still far away, energizing employees can be a challenge p.40

– Smucker sweetens trade deal p.44

– Allstate incentive program evolves over time p.45

Recognizing the efforts of employees is a powerful tool for businesses interested in building teamwork.

That’s the philosophy Carlson Marketing Group preaches to clients employing its performance improvement services. And it’s one that the company practises within its own operation.

So when Carlson developed its new Applause recognition system, it was natural that the subjects of the first test should be the company’s own staff.

Employees receive Applause Certificates to recognize hard work and extra effort. A copy of each certificate goes into a drum, and at the end of each month there is a draw for prizes bearing the Carlson logo.

There are also quarterly winners, as well as an employee of the year, manager of the year, customer service person of the year and sales achievement mvp.

After a preliminary test in 1995, Carlson launched the program about a year ago.

Tommy Lui, Carlson’s director of marketing and operations, promotional merchandise, says that for an incentive program to be successful it must be impartial, have achievable targets and belong to the staff, not to management.

Constant communication is also key.

‘When you launch a program, you create momentum,’ he says. ‘But whether you can sustain the momentum is the important thing.’

To that end, Carlson promotes the program on an ongoing basis, through voicemail messages, posters and monthly meetings.

Lui says the company will be adding the Applause program to the list of products and services it offers to clients.

‘We also want to continue with the program ourselves, and better it,’ he adds.