The first group of individuals took tests Sunday to gain certification to the Incentive Marketing Association’s new certification program. About 10 individuals are expected to receive their certificates at the Motivation Show in October, said Karen Renk, executive director for the IMA.
The designation, Certified Professional of Incentive Management, recognizes those who demonstrate a comprehensive understanding of the incentive marketplace as a whole; who help others succeed in the incentive marketplace; and who promote the professional marketing practices and the professional image of the incentive marketplace.
IMA plans to bring its roster of CPIM recipients to the industry’s attention when critical mass is reached (about 25 CPIM recipients). IMA ads will direct readers to its Web site and to its list of certified professionals. The recipients will be listed separately on the Web site, as well as in the print directory, and an awards ceremony will be held annually.
“You’re looking for something to differentiate and the CPIM program does that,” Renk told a group gathered yesterday to learn about the program
Applicants must have a minimum of five consecutive years of industry experience and be active in the industry at the time of certification. Once the application is approved, candidates must move through a three-step process, beginning with an assessment-based on a point system-of industry experience, industry leadership and continuing education. Step two involves developing either a 2,500-word white paper or a 40-minute presentation, which become the property of the IMA. The final step is the CPIM exam, based on a three-hour course offered by the IMA. The assessment must be renewed every three years.
Renk said the process itself is a learning experience.
“You’re going to be a better equipped person to deal in this changing incentive marketplace,” Renk said.
The program launched in January and will be tweaked as it moves forward. One addition will be the development of high-level courses specifically for CPIM recipients.
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