Aug 4, 2003 12:00 PM

Over the past 15 years, IMI International has completed hundreds of studies on the impact of the number of total prizes on consumer participation. These studies have been conducted in both pre-launch and in-market phases. During these studies there have been consistent findings shown in over 20 different categories:

When the total number of prizes offered to consumers exceeds 1,000 prizes, you have reached the point of diminishing returns: i.e. you are wasting your money! An individual consumer thinks about winning one prize—not two, three or four prizes. No one thinks ‘I am going to win three of those 25 cars offered’ or ‘I might win 2 of those 10 trips’ or ‘I really want 10 of those 1,000 mountain bikes.’

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