IMI InsightResearch and consulting firm IMI International sends PROMO occasional excerpts from its research initiatives. Here are a few.
Bon Voyage IMI International recently asked consumers the question: "What location would you like to win a vacation to—anywhere in the world—if you participated in a promotional offer? The answers? Hawaii came in as the leader with 28%, followed by the Caribbean at 19%. Europe and Australia tied for third place at 8%. Seven percent of respondents wanted to go to Disney. And Los Angeles and New Orleans tied for last place with only 4% reporting they’d like to go down to the Bayou or to visit the city studded with movie stars. The lesson learned? Offer people "their choice" of destinations. Typically it will be places within North America or the Caribbean. When offering a promotion, selecting a specific location, instead of offering a choice, may—and often will—severely inhibit the promotion’s potential for success. Don’t assume farther away and more exotic is better. The survey was conducted across the U.S. in August and September 2003.
More IMI InsightLosing on Lots of LootOver the past 15 years, IMI International has completed hundreds of studies on the impact of the number of total prizes on consumer participation. These... Prompting the PurchaseOver the past 10 years IMI International has quizzed consumers on factors that get them to lay down the cash to make a purchase. We completed the latest... The Numbers Tell the Story60%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... Winning OddsAttractive odds for winning an instant-win game can contribute to overall concept appeal. But high participation may come at too high a cost. A client... |
Research headlinesOnline Ad Spending Up 25%: IABU.S. marketers spent $10 billion on online advertising in the first half of this year, increasing their Web ad budgets by about 26% compared with the first six months of 2006, according to the latest version of the Interactive Advertising Bureau’s quarterly ad report.... For Trusted Advice, Consumers Turn to Word of Mouth: NielsenWhen it comes to trustworthy sources of information about products and services, consumers overwhelmingly put their trust in…other consumers, according to a new survey from Nielsen Research.... $77 Billion Spent on Incentive Travel, Motivational Meetings, Special Events: StudySpending on incentive travel, motivational meetings and special events was $77 billion in 2006, a recent study by the Incentive Research Foundation found.... Holiday Gift Cards Spending Jumps 25%A record $35 billion is expected to spent on gift cards this holiday season, a 25% jump over the $27.8 billion spent last year, a recent survey found.... Welcome E-mails on the Rise by Online Retailers: StudyThe number of online retailers recognizing the value of sending out welcome e-mails to customers is on the rise.... Live from the Motivation Show: Spending on Incentives Hits $46 BillionSpending on travel and merchandise incentives reached $46.1 billion in 2006, according to a new benchmark study by the Incentive Federation. ... ING, Honda, Top List for Brand Experience: StudyFinancial services giant ING and automaker Honda ranked at the top of the list for customer brand experience, according to a new study. ... College Sports Sponsorship Dollars Hit All-Time HighCorporate college sports sponsorships in the U.S. will hit an all-time high of $515 million this year, according to independent research firm IEG.... Holiday Retail Sales Growth Could be Slowest in Years: NRFThe National Retail Federation is predicting that holiday sales will rise 4% this year to $474.5 billion.... Boomers Look to Word of Mouth for Vacation Tips: ReportBaby boomers planning vacation travel rely heavily on word of mouth and show little brand loyalty, according to a new study from Focalyst, a joint venture of AARP Service and the Kantar Group research firm. ... Gen Y Has Split on Environmentally Friendly Retail MarketingEnvironmentally friendly marketing may be the rage, but a recent poll found that retailers “green” messages are not necessarily swaying Gen Y buyers to a make a purchase.... Viral Marketing Disappoints through Bad Tactics: StudyMarketers have rushed to adopt viral marketing tactics, but have largely failed to motivate consumers due to misdirected efforts, a new report from JupiterResearch found.... Branding Faces Social Challenge: ReportThe growing popularity of social networks such as Facebook and MySpace makes the sites attractive targets for online ad spending, but a new report from research firm IDC finds that the networks face some serious hurdles in monetizing their success with ads... In-Game Advertising to Hit $850 Million by 2011: StudyThe growing use of the Internet to play video games is giving companies new reason to insert their marketing messages there... Moms Depend on Web Search: StudyEighty-nine percent of household moms use the Internet at least twice a day, and 86% say they rely on search engines to find Web information... Retailers Should Overhaul Loyalty Programs: SurveyRetailers need to transform their loyalty programs, a new survey has found.... College Students are Wired and Ready to Spend: StudyCollege students have a full supply of electronics to stay in touch with friends during school and plenty of money to spend.... Birthdays Top Gift Card Giving OccasionSome 81% of people prefer gift cards as a birthday gifts, according to a recent survey. ... Personal Links Lock Ties To Auto Dealers: J.D. Power StudyCar owners who feel a personal connection to auto dealer service advisors will keep coming back, and buy their next car there.... Green Teens are Avid Web buyers, Sweepstakers: SurveyThe growing number of U.S. teenagers who are concerned about the environment are engaged Web surfers who buy online and enter sweepstakes.... Social Sites Don't Have Much Impact on E-Retail Sales: JuptierResearchDespite the popular of social networking sites and other online communities, they have little effect on influencing online retail sales, a new report has found. ... Alcohol Responsibility Ads Make Up 3% of Ads: CAMY ReportAlcohol marketers "responsibility" advertisements comprised less than 3% of the nearly 1.5 million alcohol industry television advertisements that aired from 2001 to 2005, according to a new study released last week by the Center on Alcohol Marketing and Youth (CAMY) at Georgetown University. ... Wal-Mart Tops NRF List of Top Retailers: QSR’s Appear for First TimeWal-Mart again tops the National Retail Federation’s ranking of top retailers in the U.S., followed by The Home Depot and Kroger Co. ... Large Numbers of Teens Drawn to Social Networking Sites: StudySome 71% of teens and tweens visit social networking sites each week, a new study has found. ... Frequent-Shopper Data Improves Direct-Mail Offers: ValassisUsing data from frequent shopper programs to target direct-mail offers can boost sales nearly 26%, according to research from direct-mail and FSI giant Valassis.... E-mail Marketing Campaigns Need Better Landing Pages: StudyLanding pages linked from e-mail marketing campaigns generally fail to grab attention quickly, according to a review of 150 Web sites by Silverpop, a Web marketing solutions provider. Furthermore, some pages are confusing and cluttered, prompting the visitor to quickly leave.... Consumers Rate Call Center Service: SurveyConsumers’ two biggest complaints about customer service call centers are not getting their problem solved on the first call, and communication problems with offshore call centers, according to a new consumer survey on call center service.... Urban Hustlers Emerge as New Sought After Target; StudyMarketers looking to make a big splash with today’s urban consumer need to better understand what drives the group. ... Advocates Prompt FTC to Investigate Digital Food MarketingConsumer groups are calling on the Federal Trade Commission to investigate digital food and beverage marketing of junk foods to children after a new report revealed that the technology is contributing to poor nutrition and obesity.... Baby Boomers Often Switch Brands: StudyBaby Boomers are a fickle bunch. This group, born between 1946 and 1964, were found to frequently switch brands across a wide variety of product and service categories including apparel, cars, prepared foods, airlines and more, according to a study by Focalyst, a market research and consulting firm ... |
