Insights

The Path to Efficient Trade Promotions

America is pretty bad when it comes to trade promotions—or at least in terms of getting a positive return on that investment. And what’s more, the problem is getting worse. There are, however, ways to turn things around.

Cracking the Trade Promotion Code

Consumer product companies spend about $1 trillion each year on trade promotions, but much of that is poorly spent. In a recent study of $555B in promotion events, almost three-fourths didn’t even break even. But some manufacturers have cracked the code, and their promotions perform five times...