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SPECIALREPORT
Case Study: A Brand Name That's Also In the Game
Nike is not only a supplier of branded merchandise, it also uses them.
Like the hair club for men president who's also a client, Nike is not only a supplier of branded merchandise, it's a user of them as well. An employee incentive program that used a series of giveaways to bolster employee attendance was recognized with a 2007 Pyramid Award by the Promotional Products Association International.
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The athletic equipment maker wanted to encourage employee attendance and avoid costly shutdowns due to too few production line workers, which costs tens of thousands of dollars each time it happens. At the beginning of each quarter during the yearlong program, coffee mugs were presented to workers with perfect attendance. Different mugs each quarter gave workers a renewed sense of competition to earn the mug unique to the current quarter.
In addition, the company created the “Just Do It” awards to recognize individuals who demonstrated positive acts in the workplace, going above and beyond the basic job description. The award was a logoed and screened T-shirt (compressed into the shape of a running shoe) and a bright yellow lunch cooler.
The items, including the coffee mugs, were all presented by management on the factory floor in front of the workforce, increasing the competitive aspect of the program and providing well-deserved public recognition.
The company experienced no line shutdowns for the entire length of the campaign, the first such occurrence in three years. Attendance improved 268 percent, with every facility reporting record attendance.
See also: Special report - The Company You Keep
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