It’s no secret that bringing a product to market is only half the battle. As all companies and brands know, the rubber meets the road when customers start buying. And that’s where promotion comes in to play—in a big way. In fact, consumer product companies spend about $1 trillion each year on trade promotions. Much of that, however, is poorly spent. In a recent review of more than 1 million UPCs and 39 million promotion events totaling $555 billion in U.S. retail sales across 150 retail banners across channels, Nielsen found that almost three-fourths of promotions don’t even break even. But some manufacturers have managed to crack the code, and their promotions perform five times better than the least efficient promoters.