Incentives and promotions are marketing efforts. Whether for consumers or channel partners - or employees - programs to influence behavior are marketing programs.
And marketing is changing. It is more consumer driven, consumer developed, consumer influenced, etc. I use the word consumer as a generic term meaning whomever the program/initiative is directed at - employee, distributor, dealer, etc. The consumer is the focus - not the company.
Davido is a singer who took his gig on the road at Starbucks. Starbucks wasn't happy.
Take a look at the video.
Here's a guy who could not only enhance the experience of a Starbucks customer but enhance the employee experience as well (notice the employee's faces - not the ones ordering him out of the store.)
I'd hire him to do drop-ins at various Starbucks - do a consumer contest for Karaoke - create a special drink named after him. Let the consumer do some marketing. Remember, engaging customers and employees should have an element of fun.
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Marketing and Incentive Design Consultancy