Following Up on Award Choices – The Award Stalker « I2I

Trophy Value.

If you’re in the incentive industry the words “trophy value” are probably tattooed on your brain (or for some of you it may actually be tattooed somewhere on your body.)

The industry has been espousing trophy value from day one. It is one of the tenants of the industry and what has separated the stuff you get in the catalog from the stuff you get out of the circular in the Sunday paper (and why the industry typically charges more for it.)

Some Background…

Here’s the story on trophy value…

If you give people cash as an award they will use it to pay for food, a new roof, or a new car (I want that program!) In other words – people will spend the cash on their life-maintenance stuff and a year later the value of the incentive is gone. The participant can’t remember where the “incentive” went because it was just a drop of water in an ocean of cash (or in today’s economy – bucket of cash.)

There is no… wait for it … trophy value.

The participant can’t point to the award; can’t show it off to your friends, can’t brag about it on twitter.

Well – they could but people will think it crass.

But… when you redeem “points” for an award – they get something besides life maintenance stuff. They get the TV, the new golf clubs, the new bauble they couldn’t justify buying out of discretionary income (yeah… there was a time when we had that.) When they redeem points they get something they can show off and brag about. They can look at that TV hanging in the den and say – “I earned that.”

No one thinks that’s crass (but I still think they do IMHO.)

That is trophy value.

But… should we do more to drive home the “trophy value?”

Follow Up – Stalker Alert

Here’s where I need your help.

If we truly believe that awards earned through an incentive program have “trophy value” why not remind people of the awards they’ve earned?

Most programs do a great job of reminding people how many points they’ve earned but not many programs communicate with earner about the specific item they received through the program. Participants in the program don’t get an email from the company Pres that says –

“Hey, Tim – really happy you’ve done well in the reward program. I hope you think of us each time you tee up with that new Ulta-Huge-O driver you redeemed for last month.”

Or a note to the Head of Finance saying –

“Becky – hope you loving that new iPad you got with your points. Remember – that’s courtesy of Moi. Remember me fondly. And, by the way, where are those TPS reports you promised for the meeting?”

Too Much?

If trophy value is something that really drives motivation and engagement why wouldn’t you remind people what they redeemed for?

The two examples provided are out there, I know, but what about a quarterly statement that has images of redemption activity? Kind of a montage of all the great stuff the participant now has in their house, courtesy of you know who? Even if it was a boatload of gift cards (we know they don’t have trophy value right?)

I could see some problems if the wife sees that you’ve redeemed for a vacation to Cabo that she doesn’t remember being on and it just so happened to coincide with when you were “out of town on business.”

Is it too stalker-ish to remind people about what they redeemed for?

In my simple brain it would seem to be one way to really reinforce the trophy value of award program redemption.

What say you?

Incentives You Can’t Keep May Be More Effective (i2i-align.com)
When Do You Present Point Values To Participants? (i2i-align.com)
Gift Cards Provide Trophy Value (awardofchoice.com)

dschoeder

We debated this exact topic internally on several occasions and come to
the same conclusion – it would be perceived as invasion of privacy by at
least some participants (and likely a vocal population) and, more
importantly to me, it could get into people’s head around their prize
selection. If I know my boss is looking at what I buy, I am less likely
to buy what I really want (Resumes for Dummies book) in some
instances. At the other end of the spectrum, do I buy what I think my
boss would want me to buy (classical music because she likes that). It
just seems like a layer of potential negative stress on something that
should be all positive. Better to just say thanks and recognize the
generic redemption than to get too specific…IMHO.

http://www.wphebert.com Paul Hebert

Really good points. I hadn’t thought of the issue of redeeming something I wouldn’t want someone else (the boss) to know about but that does make some sense. Maybe when you redeem there is a button to click to ask if you would like your reward choice known for future follow up and suggestions? Then even do something like: ”Others who redeemed for x also got y next time.”

Sometimes we don’t mind transparency – other times we do…

Scrandall31

Paul — I’ll climb on my usual hobby horse: in my experience, the reason people don’t link the “reward” (the trophy) to what they did to earn it (and remember it fondly later) is because — typically — there’s no “award”, the ceremony or special event (even if it’s one-on-one from the boss telling them how much she appreciated their effort and their results).

In most cases, don’t they get an “e-personalized” letter or e-mail (and aren’t THOSE special!) telling them thanks, great job, etc? In other words, it’s back to business as usual. If it’s not special to the company, why do we think it is (or should be) special to the individual?

Are we stupid, lazy, naive? All of the above? Until we decide that we need to get the “award” right, forget about the “reward” being special or memorable, or — wait for it — effective.

http://www.wphebert.com Paul Hebert

Good point. If we don’t make the actual action of receiving it special then the entire thing breaks down.

But what about in an incentive program when you earn points over time and may redeem for three or four things. How do you make the receipt of that award special? It comes in via UPS or whatever, you find it on your front porch, open it and … and…. and….

Now it’s just another package. How do we make THAT more memorable?

Scrandall31

It’s the awarding of the points. The redemption is up to the person, but the “ability” to redeem, the points (or watever), THAT has to be a special event of some kind. I think companies need to spend at least as much time/effort planning how that’s going to be done (venue, message, awardor [is that a word?], etc) as what the rewards will be.

Now — at least in my experience — that is all done just “come as you are”, some bosses do it well, most don’t do anything, and you get what they put in: squat.

And then we wonder why nothing changes? Duh . . .

http://www.wphebert.com Paul Hebert

That’s true too… I was wondering how we can make the actual receipt of the award – or the ongoing remembrance of the reward more impactful… I think dschroeder gave me enough reasons to not do it…

Scrandall31

Paul — People will remember the “reward” (I don’t care what it is) if the “award” is memorable.

If the way the “prize” is presented, stirs a sense of gratitude, accomplishment, appreciation, collaboration and togetherness, the prize itself becomes secondary — and isn’t that what we want? And no, this is not a cynical argument for “cheap crap”, just a suggestion that the focus of planning is misplaced: if we focus on the “reward”, but leave the “award” to “however the boss wants to do it”, you’re wasting your time, money & efforts — and you’ll get “same old, same old”.

I think that’s the key to this whole debate — and I think a post or two (by you) would spur some tremendous comments and insights.

Ron Tipton

You could not be more wrong,
I work all year closing deals and making the company a profit. If I show my valule to the company.
I do not want a trophy I want the cash!

http://www.wphebert.com Paul Hebert

Thanks for weighing in. While I would agree a “trophy” has little value when compared to commission – I’m not talking about an either or scenario. I’m talking about the act of recognizing and adding “trophy value” to an award outside of commissions.

But… your comment sparked a new post for next week. I hope you come back and see why I am not wrong – and neither are you. I hope you checked the box that allows you to see when other post because I’ll comment here to link to the new post and you can see it.
Thanks Ron.

LeRoy

After experience with the point system, coupons (with a cash value restricted to specific stores, resturants, etc.), and cash awards, I prefer the cash. I don’t like the idea of receiving points and then searching through catelogs to find what I can purchase for those points or being restricted to specific businesses to redeem coupons. I don’t want to be reminded by the company that I was given the points, etc. I want to do my job, and like most employees I want to do the best job possible and feel that I am contributing to the success of the organization. The appreciation I want from my employer is professional respect for me and the work I do and proper recognition through fair compensation. When I’m being recognized and appreciated for special accomplishments, then a cash award along with the expressed appreciation goes a long way for me. Bonuses for achieving certain targets offers goo incentives. I found the automated points or coupons have no real value in terms of feeling appreciated. Through total rewards, most employees feel they earn what they get, and in some cases feel they should be receiving more than what they get.

http://www.wphebert.com Paul Hebert

Thanks LeRoy – Appreciate the comments.

The big question that comes up in these conversations is this… if you got fair compensation then you would not need or want recognition or other forms of reward? This is great info for a future post as I referenced in my response to Ron….

IronPimp the Sirian

The DSM IV TR needs to add an Axis II Disorder called “Corporate Personality Disorder.” This disorder occurs when the Corporate Executive spends so much time exchanging dialogue with peers who also exhibit this condition, in Corporate Speak, that the Corp Exec loses all touch with the organic human being. The emails about the incentive utilization/ “Think of me when you tee off” is a prime example of an abhorrent act that an individual suffering from Corporate Personality Disorder would transgress. The organic human will likely envision the head of said Corp Exec transposed on the golf ball, each time the organic human tees off, until the organic human becomes so enraged with the thought of sharing time and space with said corporate executive, that the organic human will be have to resign (by his/her own will due to the sick feeling that will likely manifest whenever said organic human being thinks of the work experience). In the 3rd dimensional physical reality, where Federal Reserve Notes and other depreciating, debt based currencies have been legislated to be the primary source of legal tender, organic humans actually prefer these pieces of paper to points and coupons and other Romper Room type ploys, even if the debt based, interest bearing currency of depreciating value, are just IOUs to central banks.

http://www.wphebert.com Paul Hebert

In 6 years – Best.Comment.Ever.

Pablo

Really? Do you think people prefer stupid gifts rather than money to actually improve their income after all the work, good performance, innovation and all that companies demand from employees? In what world does a logo engraved iPad is better than money to help me pay for my house? Do you think I will forget that this job allowed me to aspire for greater things and that it can be a platform to achieve it?

And if you keep reminding them that you gave it to them for being good dogs and how good you are as their employee, then they will realize that you gave it for the wrong reason, not as a thank you, but as a reminder of what they must do to keep you happy.

And if you give it to them so next Sunday I remember you while I enjoy my few hours of golf away from you, then I will tell my friends the greedy bastard you are trying to buy me with a golf club.

http://www.wphebert.com Paul Hebert

No Pablo – I don’t think people prefer stupid gifts over cash. I think people who respond to surveys in general say they would rather have recognition than cash. That’s what the folks say… not what I’m saying. I’ll admit most logo-ed identified items are pretty weak – and they aren’t what I would call real incentives – they are more like the “trophys” we all hate.

So they are greedy if they buy you with a golf club – but not if they buy you with cash?

CT

I don’t want a trophy, I want cash. I resent being told I have earned an “award” and then being limited in how I can receive that award. I should be able to choose if I want to use the award on run-of-the-mill life stuff or for a special gift for myself. My hard work, my choice. If you, as the exec, need to have a physical object that will constantly remind me how grateful I should be to you, then get me a wall plaque with a money holder slot on the side and fill it up.

http://www.wphebert.com Paul Hebert

Thanks CT (if that is your real name) appreciate the comments. Haven’t seen one of those plaques but in today’s economy I think it sound like a winner!

Funny how this post was all about stuff OTHER than trophy’s but everyone seems to go back to the idea of a trophy. Would everyone be as negative if I had said “big ass tv” or trip to Cabo?

The concept is on the idea of the reward experience – not the actual item.

Scrandall31

I think your responders are making my point: it AIN’T about the reward, it’s about the “award”. If we don’t get that right (and I’m guessing almost no one this side of Zappo’s does), the rest is sort of a lost cause, IMHO.

hrintern

Keep in mind also, that sometimes the people being given an award really just need the extra cash. Medical bills, kids in college, sick parents, all things the employer may not be aware of and the employee wants to keep that way.

http://www.wphebert.com Paul Hebert

I would agree… there are always individual issues with each employee. Thanks HRintern… appreciate your thoughts and you hanging out here.

Tjcislosr

I don’t need a trophy in this economy, we need the cash to spend on the items we need, not points to redeem out of some catalog, for items that maybe I don’t really want or need, but are limited to the selection.

http://www.wphebert.com Paul Hebert

There are times when it makes no sense to offer non-cash awards – and this economy is one of the times that reminds us of that. If you’re one of the people who have seen their benefits cut, pay cut, hours cut… adding some points to an award account is not good business practice. I would agree with you. But… (there’s always a but) … when things are “normal” – adding additional cash to drive performance doesn’t really work as well – and doesn’t drive longer-term engagement.

Thanks for commenting – really appreciate it.

Sarah

Reflecting on the comments, I am intrigued that the general business nor an employee has barely moved beyond Motivation 2.0 as described in Daniel Pink’s – DRIVE: The Surprising Thing About What Motivates Us. Perhaps it is idealistic to think that society is moving beyond the IF (I promise to reward you)/THEN (you will do the task assigned) process – or “programming” as I refer to it. Perhaps we haven’t even moved beyond the “cave” as we falsely claim to believe….good topic covered, Paul!

http://www.wphebert.com Paul Hebert

Thanks Sarah – appreciate you engaging here. Unfortunately Dan Pink was not right when he said we’ve moved to “motivation 3.0.”

I addressed the many problems with what he was espousing in these posts:

Here: http://www.i2i-align.com/2010/01/drive-one-mans-review-behind-the-wheel.html

and here: http://www.i2i-align.com/2010/01/drive-the-surprising-truth-about-motivation-you-wont-find-in-this-book.html

Plus – evolution takes a few more years than the 100 since the industrial revolution.

We like “if-then” because it’s easy. Both as a recipient and as a company. There are times and places for it. But overall – in our core – we build a different relationship with our companies if they don’t rely totally on cash compensation.

Anonymous

Hi, Paul. The comments you’ve received so far are quite telling. I wonder if this reaction has more to do with the current employee mindset than the content of your post (which I think is an excellent idea and something we do encourage our clients to do by having employees share what they’ve done with their rewards…that’s certainly NOT a conversation you could have with cash rewards!).

Regardless, I’m reading and hearing so much these days about employees being:
1) Burned out
2) Angry at what they perceive as an unfair employment deal (many news stories about companies sitting on large cash reserves in anticipation of a double-dip recession)
3) No help for them in the near future
4) Lingering survivor’s guilt.

In the face of that reality, I can understand the strong emotion I see coming through in the comments. But that should only emphasize to employers just how close to their wit’s end employees are today and they’d better do something about it sooN!

http://www.wphebert.com Paul Hebert

Thanks for weighing Derek. I think you’ve hit it on the head. There are a lot of pent up emotions around all of this. I would say if companies had done more in the good times to build real relationships with their employee base – instead of relying on old-style transactional awards – they would see less of what we’re seeing in the comments.

What I fear we’re seeing is something called “negative reciprocity” in which people will actively find ways to “pay people back” for doing them wrong – employees may be taking that path if they feel their management has taken advantage of them during these tough times. It may be worth my while to pull that post out of hiding – it may resonate more now than when I posted it a few years ago.

Thanks for your wise analysis as usual.

Anne

Having been in charge of safety awards programs, I can state that the employees I served (and myself) went for the cash every time, even when they knew that taxes had to be paid on it. Yep, there is a lot of “research” out there that states that money is not a motivator, but 20 years experience says that it is. Why limit employees to a preselected list of items when they can be adults and spend the bonus exactly how and where they want? A small survey (approximately 1200 people) showed that they wanted either cash or time off.

Just curious, Paul. Why are you questioning the authenticity of CT’s name. Is this entire post just a ploy to drive numbers?

http://www.wphebert.com Paul Hebert

First of all this is a blog for my business. Every post is designed to drive traffic and to drive numbers. Secondly my reference to CT was just a joke because it wasn’t a full name.

and finally surveys that ass for to spencer they want cash over other word options are flawed to begin with. Think of it this way, if you ask a child would they rather have ice cream or broccoli for breakfast which do you think they would choose? What we say we want and what actually influences are behavior can sometimes be very different things.

Thank you for your input, appreciate you engaging on the site.

All of these comments have given me a lot of ammunition for future posts and hopefully they will drive traffic and numbers.

Rob Roy

The Trophy concept is like receiving a watch after 25 years of service. Our company awards cash bonuses quarterly based on the profitability of that department and/or the individual. I believe that employees should be compensated as the company becomes profitable and not only as a bonus at Christmas. All employees should have the freedom of choice and responsibility to spend their bonuses as they wish. Not everyone is irresponsible or they wouldn’t get the bonus. I know that some of our employees spend their bonuses on their children’s education, assisting their elderly parents and numerous other good deeds, not just buying a t.v set or other non accentual items. Sorry “rewards” don’t buy it.

http://www.wphebert.com Paul Hebert

Thanks Rob – appreciate the comment. Cash bonuses are nice… I like them too. But if you ran the company – they are not always the best and most appropriate way to connect and engage your employees.

Remember – this isn’t all about what employees “want” – this is about what works and works for both parties. As a company – and this is just fact – the more I lean on cash and compensation as a reward mechanism… the more the employees expect it to continue and to increase – and the more they focus on it as the sole criteria for employment – making them very vulnerable to jumping ship for… to quote a gunslinger… a few dollars more.

This isn’t always about the employee – it is about the balance between, wants, needs, and what works.

Samjohns

How many golf clubs can you buy with $7.5 million?

http://www.wphebert.com Paul Hebert

1 very, very expensive one or about 75,000 regular ones. Are you looking to buy? I know a guy, who knows a guy.

Following Up on Award Choices – The Award Stalker

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For those who don’t like change…

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Some Background…

Follow Up – Stalker Alert

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Related articles

More in Awards, General Motivation, Incentive 101, Incentive Industry, Merchandise, Program Design (45 of 75 articles)