Recently ranked No. 411 on the list of the 5,000 fastest-growing companies in the U.S. by Inc. magazine and one of the 100 fastest-growing regional businesses in the Bay Area by the San Francisco Business Times, Innowave Marketing Group focuses on helping organizations tap the power of high-end luxury and other ‘innovative’ reward solutions for consumer loyalty and promotions, sales and channel programs, employee engagement and corporate gift programs.
Ask Stu Birger, founder and CEO of Innowave Marketing Group, the reason behind his company’s rapid growth, and his answer involves three things: the power of highly valued brands to help organizations reward their best and tell their story to incentive, reward and gift recipients; a deep understanding of how to work with the exacting requirements of luxury brands particularly careful about how their products are used in programs; and extensive experience in program design.
Innowave Marketing, Birger says, addresses a unique niche in the marketplace: the use of luxury brands, gift cards and innovative e-card products to help organizations engage almost any key audience, from consumers and distribution partners to sales and non-sales employees or any recipient of an incentive, gift or award. “I’m a very big believer in the brand experience,” Birger underlines. “There’s something very special for many people about receiving a luxury gift card or reward. The brand becomes the experience.”
He admits that the general marketplace is so broad that many business executives have little knowledge about the latest research on the need for careful design, selection, customization and personalization in reward experiences, but adds that his company has an advantage in that organizations that seek out luxury brands for rewards and gifts appreciate the importance of the brand experience.
Innowave works with a growing number of the world’s most prestigious brands in the corporate marketplace, supported by leading master fulfillment companies for warehousing, logistics and fulfillment, to help the company’s customers match their needs with the power of some of the world’s most recognized brands. Company’s lines include Gucci, Versace, Prada, Fendi, Halston and YSL. “Technology today, along with the expertise of our key fulfillment partners, makes it possible for us to electronically manage all of our business to ensure state-of-the-art service,” says Birger, adding that “One of the keys to success with these brands is to earn their trust. They need to know that their products will only be used in the way they have approved.”
Innowave’s clients include casinos, for which the company creates “brand boutiques” for loyal customers, as well as for many incentive, loyalty, recognition and other companies seeking to help their clients take advantage of the impact of the Innowave’s luxury brands and strategic support. “Our customers appreciate the value, the brands and the execution,” Birger notes. “You can have all the great pricing and sales pitches, but if you can’t execute, you won’t keep the business. We do what we say we’re going to do.”
Birger explains that it’s really about the strategy, “developing a technology solution or program strategy…that’s the essence of our value. We focus on addressing the business strategy, leveraging our technology, luxury brands and the value better brands bring to the table, so that the programs achieve the desired results. There’s a lot of effort that goes into designing a measurable program, but there’s a measurable benefit when we can accomplish that. It’s really about the results.”
He concludes: “It’s not just the right product. It’s the strategy behind the promotion and how the product gets coupled with that. Being able to provide this expertise makes us less of a commodity and more of a strategy provider.”
Stu Birger, President
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