MERCHANDISE
STATS
2003 Promotion Trends Report
Promotion spending outweighed advertising spending in 2002. The
survey found that $233.7 billion was spent on consumer promotions.
Consumer
promos represent 26.5 percent of marketing spending.
Incentive Magazine – May 2003
Even the less tech-savvy can be awed by the electronics advantage.
The wow factor is one reason why electronics remain a strong incentive
category. They can make life more convenient and help us stay connected.
Electronics have trophy value and are visible.
Incentive Magazine
The magazine’s recent study revealed that half of the business
owners reported gains of 5 to 10 percent in revenues with their last
merchandise incentive program. Incentive’s surveys have also
shown that half of respondents said electronics motivate them the
most of any merchandise item.
Garth Hallberg
His book “All Customers Are Not Created Equal” stresses
that “the
highest profit segment generally delivers 6 to 10 times as much profit
as the low profit segment.”
Accenture
“Nearly two-thirds of U.S. and U.K. marketing executives say
their companies are unable to measure a marketing campaign’s
return on investment (ROI).”
Jeffrey Compton
Gaming Industry expert, Jeffrey Compton
noted in his article, “Just The Facts,” published in Global
Gaming Business Magazine –
“Although the vast
majority of players clubs offer cash-back benefits (i.e. – same day cash rebates directly based on
play), very few players choose one casino over another based on
cash-back
percentages.” He continued to add, “of the top 10 cash-back
paying casinos in the country, only two of them were the leading
casinos in their market.”
Partners For Incentives Magazine,
January 2003
“Cash can be seen as a poor motivator
as it has little or no trophy value and does not have a shelf life.
After all, who is
going to brag to friends or colleagues about winning $500 in cash?
There is no hesitation to brag about winning a flat screen television,
however.”
Merchandise and Travel Study for Motivation / Incentive
Applications performed by The Incentive Federation Inc., June 2003
"3
of 5 respondents agree that merchandise or travel is preferred
because these are something that people do not get for themselves
and are more like a gift.”
Merchandise can touch everyone at every price point. |
