INSIGHT FROM IMIwww.imi-research.com

Posted on by Chief Marketer Staff

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.

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