Dave Peer Assumes Lead Role at IMA

Newly promoted Hinda president Dave Peer is also taking the helm as president of the Incentive Marketing Association (IMA) this year. As a 14-year industry vet taking the reins of an organization that’s seen a lot of change in its 13-year history, Peer says, “One of the things we are looking at is to determine what is the most effective course for the future so we are relevant for our members and we are able to support our industry,” as quoted in the most recent issue of Premiere Incentive Products (PIP).

Early in November of 2011, Peer and the IMA strategic planning committee met to review the goals of the organization moving into 2012. Four key initiatives are being focused on this year: industry trade shows and conferences; Return on Performance magazine; membership retention and recruitment; and support of IMA’s legislative campaign.

Peer notes the IMA’s longstanding relationship with the Motivation Show and the fact that attendance has dropped recently with the advent of more specialized trade events. “A task force has been formed to more closely evaluate this subject,” says Peer. “As an association we want to support the events which will recognize the greatest benefit to our industry.”

Peer also mentions the need to better utilize Return on Performanceas a corporate outreach tool and that development of relevant, educational content that will benefit readers as well as IMA members is underway. Supporting legislative efforts and the Incentive Legislation Campaign as Tax Provision 274(j) debate in Washington is also a crucial part of the IMA initiatives this year.

“As we celebrate our 13thyear, the IMA is maturing and evolving as an organization,” Peer says. “We are challenged by a variety of factors facing our industry and it is important that the IMA maintains a leadership role and stays ahead of these changes. We will work together to support the mission of our association as the premier educator and authority in the incentive marketplace.”

Attracting new members and working more closely with other incentive industry organizations are two additional goals Peer cites as being crucial in 2012. “We are looking at our association and relationships throughout the industry with other players, and we are looking to provide a more team-oriented approach to the problems all of our members face,” he tells PIP.

Peer joins five other newly appointed officers to the 2012 IMA board. Congrats to all and good luck as we all embark upon this New Year together.

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Harnessing the Science of Persuasion

As hiring managers and business leaders, it is your responsibility to maintain a positive relationship with your employees. In order to motivate and direct employees, persuasion skills are necessary, as they exert a great influence over others. It may seem impossible to learn charisma, but persuasion is governed by basic principles that can be taught, learned and applied.

The Harvard Business Review released an article highlighting the science of persuasion. In their findings, they revealed six fundamental principles of persuasion and suggested a few ways that executives can apply them in their organizations. They firmly believe that no leader can succeed without mastering the art of persuasion. The six principles are explained in the table below.



In a business sense, these six principles can be summed up nicely. Business leaders should utilize the following applications when putting these principles to use.

  • Liking: Uncover real similarities and offer genuine purpose.
  • Reciprocity: Give what you want to receive.
  • Social Proof: Use peer power whenever it's available.
  • Consistency: Make their commitments active, public and voluntary.
  • Authority: Expose your expertise; don't assume it's self-evident.
  • Scarcity: Highlight unique benefits and exclusive information.

Although the six principles and their applications can be discussed separately, they should be applied in combination to compound their impact.

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