A free ticket to the amusement park

Good Morning,

 

Advertising and marketing has changed greatly over the years, although one thing remains constant, the offer to provide something; a fun time, better performance, improved efficiency, promotion. Something.

 

With the onslaught of marketing messages barraged at us through all sorts of means (advertise here) it appears organizations need to broadcast louder, brighter and give even bigger discounts to get their messages across.

 

An ad for 10% off everything in a bookstore will make me smile. One for 40% off will make me check my calendar. One for an even bigger discount could have me making plans on the spot. We do the same things in business and other organizations, that is use enticements to get people to do their jobs.

 

Many companies even build in programs behind these enticements. Some companies give monetary awards for 100% attendance, creating the incentive to come to work more. Others give bonuses for performance. Great enticements open the door for great performance.  People want to do more.

 

I know of one company which has something like ‘build your own bonus.’ The more employees performed the higher their bonus. You can imagine the performance of the staff after the first bonus checks were cut.

 

One huge challenge, though, is making it hard if not impossible to achieve what is offered.  Like the free car prize at a golf course for a hole-in-one on a Par 5 hole. Not impossible, but there are likely to be few cars given away.

 

A free ticket to the amusement park sounds great, unless the park is closed, or is unsafe, or too many tickets were given and lines to rides take hours to go through, or is simply a boring park.

 

This is not just for organizations, it is for us, everyday people, too.

 

How often do we haggle, barter or beg for help with housework or other tasks?

 

If we walk the dogs, someone will make dessert. And when we come back from walking the dogs, there is no dessert.  The person is still doing what they were doing before. The enticement becomes worse than worthless, credibility is lost. We feel duped.

 

Some people never forget when something does not get delivered as promised. Others are more forgiving, for a while anyway.

 

There are companies and restaurants who will never see certain customers or patrons again due to enticements failing to provide.

 

The key is to deliver what is promised, and work to remove roadblocks to the incentives or face losing credibility.

 

It is important as parents, as friends, as employers and organizations.

 

Something to think about.

 

Sanford Berenberg

Sanford@berenberg.net
http://www.learnandgrowdaily.com

http://sanfordberenberg.blogspot.com/

 

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