Put It On Plastic
PM: Is the sale of promotional gift cards increasing or decreasing?
WN: They are increasing, for all the reasons already mentioned. For the most part, card-based programs allow clients to get more value for their promotional expense because of the popularity of card products among their customers, employees or other recipients.
SP: Promotional plastic cards are definitely a growth segment. Card growth in general is tracking at more than 11 percent to 13 percent annually (according ICMA Market Surveys for the past five years). Promotional card sales have ridden the wave of that growth. Additional help comes from efforts to continually introduce new ideas for card uses and to adapt to new trends or cultural shifts, i.e., music download cards.
PM: What are some markets that are most interested in promotional gift cards?
WN: Any company that has employees, customers, brokers or other relationships they value is a potential client for a card-based incentive or rewards program. InComm has solutions for any size company. A Fortune 500 company might want to launch a robust WIN! program to reward its sales team or call center employees, while a mom-and-pop shop might want to purchase 10 Vanilla Visa cards to give to their employees for a year-end bonus. Just about any business can benefit from a well-designed incentive program.
SP: The nature of the card usage can drive you to several markets and many of the products can cross industries with ease. One example of a market-oriented product would be the travel/tourism industry. Hotels and motels need a constant supply of key cards, and restaurants and other tourist-based businesses in the area are very well served by providing custom key cards with discounts or special offers for their services. Furthermore, any type of business can advertise on a key card that might be used for a conference or convention.