PRESS RELEASE

Client Relationships and Incentive Marketing

White Plains, New York (June 10, 2004)

Arnold H. Light, President of The Light Group, Inc., a New York based Incentive Marketing Company describes a relationship with an incentive provider as the most important aspect of performance improvement.. He contends: “ It must be because if you don’t secure ROI or turn your goods and services, survival in your current marketplace will be impossible.”

The relationship with your incentive company should start with your toughest objectives: earning a profit, increasing market share and improving service. Good incentive marketing is the link between success and failure.

“The Client must provide the incentive agency with the right input so that the agency can design a program that will secure ROI and help turn goods and services," Mr. Light suggested. Without proper design, survival of incentive marketing strategy is almost impossible.

A relationship must be rewarding to both parties. In the case of performance improvement and recognition, a relationship between a buyer and supplier can only be rewarding when something happens: when someone buys a product or service from your company or when an employee makes a positive contribution to your business.

Conventional wisdom says that an employee gives his or her best effort all the time, and that the employee is duly compensated for that effort with a paycheck. But smart marketers know the difference between a cash incentive and the long lasting value that recognizing employees with travel or merchandise can have.

The Light Group helps companies design and implement sales and distribution incentive programs as well as customer loyalty programs.