Cristiano Miano, chairman of Digi, is back in operation after dedicating himself to investing in startups
Founded more than 20 years ago by executive Cristiano Miano, Digi has been seeking space in the incentive marketing segment, but without abandoning its digital footprint, after all it is at the genesis of this movement in the Brazilian market. Currently, the agency serves brands such as Nestl (Vena), TIM (merchandising), Vigor and Corega (promotion), Fanta (Halloween), Coca-Cola (Safra de Campees) and Cargill (Wear the shirt).
Digi empowers people by inspiring them to connect with brands, overcome themselves and generate more results through belonging, recognition and rewards, sums up Miano, who uses technology to manage incentive programs, promotions, communities, programs loyalty campaigns, trade marketing campaigns and relationship programs with channels and stakeholders.
Miano, who is a member of the IMA (Incentive Marketing Association) in the United States, is returning to the day-to-day operations after dedicating himself to
for a period to investment in startups. In his absence, the co-founder and now COO, Pedro Bannura, ran the company. Check out the main points of your interview.
Contribution
The incentive connects brands and people (whether employees, partners or customers), enhancing belonging and recognition between these players. Incentive campaigns are ways of demonstrating the importance of relationships between people and brands. And these programs end up recognizing and rewarding the most productive relationship. Incentive will help brands to achieve better results, boost the speed of processes, changes and business through clear communication and encouraged results.
Time
Can be used when necessary to promote change. Whether to increase indicators such as sales, safety and others, that is, to change behavior, create a new habit or launch a product or idea. Through engagement, belonging and rewards, which are the characteristics that incentive campaigns promote, companies get adherence and commitment from teams. I often say that incentive campaigns are used when we want to say that we inspire achievement.
Prmios
Nowadays, participants want liquidity and prizes such as cash back, payment of bills, especially given the country’s financial situation. However, according to the priority classification of people’s extrinsic motivators, according to scientific research, people are primarily motivated by belonging. Feeling that they are part of something bigger and their work will contribute something specific and measurable to this success.
Second comes recognition: people want to be recognized and publicized for their efforts and achievements. And only in third place comes the reward. Still on value and perception: Financial rewards have less impact on perceived achievement and long-term recall. Spending money brings guilt and sharing about monetary prizes has more barriers than disclosing prizes on experience and the like.
Trips
Of the non-monetary rewards, travel is one of the most impactful and creates long-term memories. Travel can help to thematize campaigns and also lend them a lot of glamour.
Productivity
Incentive campaigns work precisely to increase metrics of any nature. The incentive is directly connected with change and overcoming. like the carrot to promote change or increment. For this reason, the incentive modality is known as self-payment. Because the increment or change generated by the campaign promotes the payment of incentives and awards with the increased sales value or internal value of the promoted change.
Read the full interview in the April 24 issue.