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.