CASE STUDY: Customized Gift Cards Prove to Be a 
Worthy Sales Incentive for FM Group USA

But there's two common themes that cross over all of Incentive CardLab's customers, including FM Group USA, says Jones: 1) they're businesses where word-of-mouth is the primary marketing channel; and 2) the average value of a customer is relatively high.

That positive word-of-mouth is paying off. "We've had a tremendous increase in sales since we started to use the gift cards," says Walkowski. That increase is also due to the branding aspect of the cards, he adds. In fact, FM Group USA's primary goal with its gift card program was branding, not 
increasing sales.