Because incentive cards have flexible load ranges and can be customized to a target audience, they are very effective for publicity and promotions.  Novel Publicity is a publicity firm that works with authors to promote their books and build their author platforms.  Two of its most popular services are the traditional blog tour and whirlwind blog tour, where bloggers around the world review books, post excerpts, interviews, and guest posts.  Novel Publicity uses incentive cards along side other prizes to encourage reader interaction and quality posts.
Incentive cards are given as prizes for:
  • The best/most original blog entry
  • One random commenter
  • Blog participant raffle
Novel publicity uses Barnes & Noble or Amazon gift cards because it targets avid readers.  Is it effective?  Absolutely.  By offering an incentive card to a random commenter, Novel Publicity book reviews have a higher engagement rate than book reviews on the same blogs not associated with a blog tour.  Bloggers also have the added incentive to think outside of the box and make their blog posts and reviews stand out more than they do otherwise.
Other companies looking for an incentive card can choose a retail card tailored to its target audience as well, whether that is to a restaurant, popular retailer, or charity.