Contractor Promotion Effectiveness

In response to the con­tin­u­al­ly evolv­ing land­scape around the effec­tive­ness of prod­uct pro­mo­tion­al offer­ings among home improve­ment pro­fes­sion­als, the Home Improve­ment Research Insti­tute (HIRI) con­duct­ed a robust study to exam­ine the hypoth­e­sis that pro­mo­tion effec­tive­ness would be dif­fer­ent, based upon major cat­e­gories of pro­fes­sion­als, rev­enue, and deci­sion-mak­ing autonomy.

The objec­tives of this study are:

• Iden­ti­fy key ele­ments that define the effec­tive­ness of pro­mo­tion­al pro­grams in influ­enc­ing con­trac­tors’ engage­ment and pur­chase intentions.
• Ana­lyze the impact of pro­mo­tion­al strate­gies on con­trac­tors’ pur­chas­ing deci­sions, empha­siz­ing the types of pro­mo­tions that dri­ve the high­est engagement.
• Inves­ti­gate the opti­mal mar­ket­ing chan­nels and tim­ing that most effec­tive­ly encour­age con­trac­tors to pur­chase new products.
• Under­stand the his­tor­i­cal pro­mo­tion engage­ment behav­iors of con­trac­tors to tai­lor future pro­mo­tion­al strate­gies for improved effectiveness.