Resource Library

Few people in academia better understand the convergence of analytics and Enterprise Engagement than Charles Scherbaum, Associate Professor of Psychology at Baruch College and a member of the doctoral faculty at the Graduate Center of the City University of New York. Scherbaum, an early contributor to the Enterprise Engagement Alliance curriculum on analytics... [ read more ]

The Brand Activation Association has a broad focus on all the disciplines required to activate a brand's strategy, from creative strategies to measurement, on topics from omni-channel marketing to experiential marketing and social media. BAA builds on its membership knowledge base, spanning expertise in strategy through activation, and across all touch points.... [ read more ]

Promotional products foster customer goodwill (positive attitudes and feelings) toward a company and its salespeople. This study, completed by Baylor University in 1992, involved a textbook publisher sending 4,000 educators either: (1) a pocket calculator plus a letter, (2) a lower-priced highlighter pen plus a letter, or (3) a letter only.... [ read more ]

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In many industries and businesses, channel partners are key links between employees and customers- a weak link if they are ignored, an important source of strength if they are engaged. The stakes are high. Channel partner impact can be enormous in terms of sales volume, market share, brand reputation and “share of customer”, i.e., in engaging customers. Indeed, channel partners are often the sole link to the customer. But channel partners can also impact employee engagement, especially when they fail to deliver. Conversely, channel partner engagement is directly affected by the employees who manage them and who produce the products and services. In short, most businesses succeed only to the degree that symbiotic relationships exist between employees, customers, channel partners and vendors. This is the basis upon which “Enterprise Engagement” is built. In this paper, we focus on channel partners as a key constituent of organizational success and we offer practical strategies and tactics to engage them.... [ read more ]

Provides a detailed outline for marketers of every aspect of the FTC regulations protecting consumers against telemarketing fraud.... [ read more ]

The game positioned Chex as fun for kids and gave it contemporary appeal by taking advantage of the growing number of home computers. The game was designed to be exciting so consumers would continue to play, generating additional brand impressions. ... [ read more ]

John Deere agricultural dealers sell and service equipment and parts. Loans and leases through the company for these items generate profit and build brand loyalty. So it was logical that John Deere's first credit-related promotion would be designed to increase credit/lease acceptances, market share, and brand loyalty. ... [ read more ]

Customer Care Institute (CCI) is an international organization serving customer care professionals. It focuses on issues found in the customer service, consumer affairs, telemarketing, and help-desk professions. With more than 7,000 members, CCI provides Customer Care assessments, Customer Care Manager and Customer Care Professional certification courses, Customer satisfaction measurement programs, front-line skills and management training, as well as many others.... [ read more ]

This first in a series of three white papers on Customer Engagement from Rosetta Consulting is based on the findings of the 2014 Rosetta Consulting Engagement Study and focuses on how business leaders approach customer engagement. Researchers found clear... [ read more ]

Reviews the economics and objectives of customer retention and argues that it’s easier and less costly to sell to existing customers than to new customers. The more customers you keep through active retention efforts, and the longer you keep them, the more profitable your company will be.... [ read more ]

The larger or more geographically spread out the organization, the greater the issues related to diversity. Beyond the regulatory and ethical obligations to recruit employees and market to customers... [ read more ]

An intensive public relations campaign was created to entice consumers to try the bagels. During peak morning hours, Dunkin' Donuts employees conducted waves of bagel sampling, following instructions in a detailed, 15-page manual prepared by the company.... [ read more ]

Just how effective are promotional products as giveaways at trade shows? A 2003 study by Georgia Southern University explores how promotional products impact recipient’s perceptions of the company, usefulness of the product and much more...... [ read more ]

This study, by Prof. James Oakley of Ohio State University, found a clear link between employee engagement and customer satisfaction, and customer satisfaction and profitability.... [ read more ]

This study, by Prof. James Oakley of Ohio State University, found a clear link between employee engagement and customer satisfaction, and customer satisfaction and profitability.... [ read more ]

This program was intended to boost awareness and use of a new hospital birthing facility.... [ read more ]

The Incentive Federation Inc. has commissioned a survey involving current users of merchandise and travel items for motivational applications. The Center for Concept Development (CCD) was asked to analyze the data collected in this survey and to prepare this report on the survey findings.... [ read more ]

The month-long "Ford Family Days" promotion was developed to build consumer awareness of the Ford Windstar and other family-oriented models. The "Project KidCare" tie-in increased traffic for the final day of the promotion. ... [ read more ]

The Hampton brand has knocked down its walls to unleash its culture – both internally and externally. Dictionary.com defines corporate culture as "the distinctive ethos of an organization that influences the level of formality, loyalty and general behavior of its employees."... [ read more ]

For more than two decades, IEG has been developing new and better ways for companies and brands to partner with sports, arts, events, entertainment, nonprofits, and causes—for mutual benefit. As the leading provider of strategic counsel, valuation, research, published information and training, IEG is dedicated to helping sponsors, properties, agencies and others involved in the global sponsorship industry. ... [ read more ]

Promotional products can increase traffic to an exhibitor’s trade show booth. A 1991 study by Exhibit Surveys Inc., found that using promotional products can give you an advantage over other exhibitors for buyer attention.... [ read more ]

The Incentive Federation Inc. is the umbrella organization founded to promote, protect, and research the incentive field, encompassing recognition, promotional products, and related promotions. In addition to being the industry's primary lobbying entity, the Incentive Federation provides the infrastructure for industry-wide corporate outreach efforts spearheaded by the Incentive Performance Center, as well as for the research developed by the Forum for People Performance Management and Measurement at Northwestern University. Plus, the Incentive Federation commissions the industry's only benchmark studies on the use of incentives by U.S. organizations. All suppliers and customers in the incentive and promotion marketplace benefit from these initiatives.... [ read more ]

Incentive Gift Card Council (IGCC), is a strategic industry group within the Incentive Marketing Association. The IGCC educates the incentive marketplace and the corporate community on the benefits of gift cards, including choice, value and service, and other key attributes recipients say that they want their awards to have. ... [ read more ]

The Incentive Manufacturers & Representatives Alliance (IMRA), a branch of Incentive Marketing Association (IMA), represents factory-direct salespeople in the incentive business, along with manufacturers. IMRA publishes a handbook for suppliers, conducts an annual marketing conference, and offers a free directory of incentive representatives. As a member, you automatically become a member of the IMRA.... [ read more ]