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    Incentive Spending
    Home > Groups > Incentive Travel > Resource Center > Incentives in Marketing > Incentive Spending
    Incentive Spending Tops the List
    Consider these statistics. According to Promo magazine, of the $80 billion or so spent in the U.S. on promotion marketing in 1998, almost one-third went for premiums and incentives, well outpacing
    P-O-P displays, which took second place with $13.1 billion.

    Think consumer incentives, and count among the major users the biggest names in American business, from Burger King to Xerox. Incentives often come into play to support new product launches and product repositioning.
    Incentives are also used in the following ways in consumer promotions:
    Gift-with-purchase offers: added value to prompt people to make or increase purchases; frequently used by fast-food, automotive, telecommunications, and other industry giants.

    Frequency programs: awards given to loyal customers, now a part of every major airline and hotel chain's marketing mix.

    Self-liquidators: special items customers can purchase at a low cost that breaks even for the sponsor; used by many of the top names in consumer products.

    Direct mail syndication: sale of special items to customers at reduced prices; these programs are a staple of the credit card and utility industries.

    Sweepstakes and contests: frequently used to get customer attention and generate increased response; almost every company uses one from time to time.

    Onpacks/near packs: merchandise packaged in some way with a product.
     

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