Speaker of the House from 1977 to 1987, Thomas Phillip “Tip” O’Neill Jr., is credited with saying “All politics is local.”

And to a huge degree he’s right. I might try to argue that with social media we’ve expanded our definition of local but that is for a different day/post.

My point is this. 

When designing and running your incentive programs don’t be afraid to localize your program. Let your sales managers or your channel marketing managers play in the game and create their own targeted promotions based on local issues, markets, pricing, or competitors. 

The days of universal command and control are over. 

What’s good for Mary in Manchester may not be the best thing for Bob in Boston. And vice versa.

Get neighborhood with your program. 

Today’s tech should easily allow you to segment and reach that level of influence.