business you have lots of company. Small businesses represent more than 99 percentof all employers in our nation, according to the United States Small Business Administration, so some business owners find it necessary to differentiate themselves from competitors with incentive programs for customers and employees. T-shirts, key chains and mugs are the way of the past for businesses that have turned to more imaginative rewards, like giving the gift of travel. According to Delta Air Lines, many companies throughout the country are currently purchasing miles through an airline loyalty program, or SkyMiles’, to help increase produetivity among staff or sales volume among customers. More than 75 percent of companies purchasing SkyMiles have fewer than 100 employees. “Business owners recognize the appeal of using travel as an incentive to reward their customers and staff,” said Christine Pierce, Delta’s director of Partnership Marketing. “For an affordable price, even small companies like a local car dealer or dry cleaner can partner with us to purchase SkyMiles and use them in a variety of ways—from recognizing star employees to creating a customer promotion.” In addition to offering creative promotions, businesses should consider the following criteria when establishing programs to strengthen internal and external relationships: Affordability. The gift of travel is an affordable way to start and continue an effective incentive program, unlike traditional dollars-off discounts for customers. Businesses can purchase 60,000 SkyMiles for less than | Purchasing airline miles to reward employeesis big in popularity with small businesses. $1,500. Miles ean be awarded in various increments, and additional miles can be purchased above the 60,000 minimum. Ease of implementation. Incentive programs should be easy to understand and implement. After completing an online application, businesses receive approval from Delta to purchase miles and may then award SkyMiles to recipients through account deposit, e-mail, e-card or via papercertificates. Prestige. Companies see value when establishing a partnership with a large, well-known organization. “Airline partners like Delta represent an integral part of the customer acquisition and retention processes within our business,” said Dan Smith, Executive Vice President of FTD.COM. Since 2000, the number of members enrolled in airline loyalty programs has increased 25 percent to about 87 million, according to InsideFlyer magazine, indicating that many people love to travel. SkyMiles can be redeemed for award travel on more than 5,000 flights each day to more than 400 destinations on Delta and its many airline partners. To learn more about purchasing miles, visit delta.com/skyrewards.
