The numbers tell the story
Research and consulting firm IMI International has begun sending us excerpts from its research initiatives. Watch for new “nuggets” of data each week on our site. And the next time someone challenges the effectiveness of promotion marketing, you can come back with:
60% of the US market 6+ years of age has purchased a brand due to a promotion in the past 12 months — and the percentage is growing. See chart for activity per category.
| Source: IMI International’s PromoTrack™ 2003 | 54% | Grocery |
| 49% | Beverage | |
| 40% | Fast Food | |
| 30% | Beer | |
| 23% | Petroleum |
25+% of US consumers participate in promotions every two weeks.
