Client: Vie at Home
Event: Annual incentive
Group size: 70
Agency: CMM Incentives
Date: 7-11 March 2010
Venue: Table Bay Hotel, Cape Town
Cosmetics firm Vie at Home, which sells products through a network of independent home consultants, runs an annual incentive trip to reward top performers.
The qualifying period runs from January to September, during which consultants and managers are set targets and earn credits by selling products and introducing new people to the business.
Vie at Home direct events manager Susan Boissier says criteria for destination choice include flight-time, time difference and weather. Cape Town was selected for 2010, despite the fact the 2003 trip was held there. "It was a particularly successful destination for us, plus we predicted that most people likely to achieve targets would not have been on the original trip," says Boissier. "We aim to make the trips inspirational and give our consultants a five-star experience. We want everyone to come back feeling motivated and part of a team."
Three agencies pitched for the event and CMM Incentives was successful.
It was important to make the itinerary different to the 2003 trip, and Boissier says that one of the challenges was getting the right balance between organised activities and free time.
"The group is aged between the mid-20s to early 60s so we have to plan an itinerary that suits everyone," she says. In addition, as it's usually an all-female group, safety is a key concern.
As the group took the overnight flight, arriving early in the morning, Boissier says that had they tried to check into the hotel, they would have had to pay for an extra night.
"We took everyone straight up Table Mountain by cable car for drinks and canapes, so by the time we were done, we were able to check into the hotel. This meant we didn't have to use budget on an extra hotel night and could invest more in the activities," says Boissier.
The group stayed at Table Bay Hotel, which is well situated for the nearby malls and restaurants, making it easy and safe for the group to get around. Boissier says that where necessary, shuttles were provided for group members to get back to the hotel from restaurants if they were not somewhere they could walk back from easily.
The group had the first afternoon at leisure with a full day of activities organised on the second day. This saw them split into smaller groups for a Winelands Discovery Adventure, which included composing songs, wine-tasting and creating necklaces. Other highlights included whale-watching on a sunset cocktail cruise, a gala dinner at the Cape of Good Hope Castle, and farewell picnic at the Kirstenbosch Gardens.
"It was a very successful trip and we've had some great feedback," says Boissier.
Vie at Home does not send out feedback forms, but invites participants to send through comments informally. One participant says of the trip: "To anyone who hasn't enjoyed a Vie trip experience, pull out all the stops - you will be so glad you did if you get on the next trip - they really are once-in-a-lifetime experiences."
Feedback is used as a PR tool both internally, to encourage consultants to hit targets, and externally as a tool for recruiting people to the business.