Motivforce’s winning streak continues with news that the Know Your IBM channel incentive programme has triumphed in the Loyalty Programmes category at the 2015 Australian Marketing Institute (AMI) Awards for Marketing Excellence.

R to L: Nick Merry,  Deputy CEO - Motivforce , Kate Macoboy - IBM, Nadia Rosato - Motivforce, Leo Tonitto, CEO - Australian Marketing Institute

R to L: Nick Merry, Deputy CEO - Motivforce, Kate Macoboy - IBM, Nadia Rosato - Motivforce, Leo Tonitto, CEO - Australian Marketing Institute

The annual AMI Awards are presented to organisations and marketers who have achieved extraordinary success from innovative and effective marketing practices. The Awards have evolved over the years in response to new developments in marketing theory and practice to reflect the growing appreciation of the critical role of marketing as the vital source of value creation for a business.

MMI’s Deputy CEO & APAC Managing Director, Nicholas Merry was presented with the trophy at a gala ceremony in Melbourne on 22nd October.

The Loyalty Programmes category recognises campaigns that retain customer revenue through loyalty and expenditure from existing customers. Along with overall marketing excellence, entrants had to demonstrate customer behavioural understanding and monitoring; innovation in programme and incentive design; clear processes to measure customer behaviour; and proven communications or incentives which clearly impact customer retention.

“Winning this award is amazing as this is now the seventh award we have won with the KYI programme in the space of four months!” said David Cox, CEO, MMI-Motivforce Marketing & Incentives. “It proves just how unique, innovative and successful the KYI programme has been in driving participant engagement, generating revenue for IBM and delivering an exceptional ROI of 1:50.”

In addition to the Learn and Earn educational component of Know Your IBM which is delivered via a bespoke mobile enabled portal, key factors contributing to the overall success of the programme included innovative local market gamification campaigns; bespoke analytics for each participant identifying their educational progress; effective eDM communications; local language support via MMI’s global offices; and experiential awards for top KYI achievers.