About the Incentive Marketing Association


The Incentive Marketing Association (IMA) is an organization of providers of incentive merchandise and services dedicated to promoting high standards of professionalism in the incentive and recognition field, creating greater awareness of incentives, and helping its members prosper in a changing business environment through education, training, research, and marketing services.


IMA's Mission

The Incentive Marketing Association advocates for and promotes the use of incentives and recognition to improve business performance.


Facts on IMA and the Incentive Marketing Industry

  • Business improves when employees and customers are recognized, rewarded and engaged through effectively structured programs with defined goals and proven returns. IMA is comprised of companies who are leaders in the $90 billion incentive industry. IMA is the umbrella organization for suppliers in the incentive marketplace. Founded in 1998, IMA’s membership consists of over 500 individuals and groups engaged in providing goods and services for incentive buyers and suppliers.

  • IMA is the only organization in the field representing every segment of the marketplace including: advertising/sales promotion agencies; consultants, distributors; gift card suppliers; fulfillment companies; incentive houses; manufacturers; national marketing companies; performance improvement companies; representatives; recognition companies, travel specialists and the industry’s major trade publications and trade show managers.

  • IMA is the place to go to find all the expert resources for recognition and incentive programs. Additionally, IMA provides education and information services, publications, conferences and seminars, and research to businesses to help them effectively use incentive programs to motivate employees and customers.

  • IMA is a founding member of the Incentive Performance Center and is a leader in the Incentive Federation, the industry’s government relations organization. It is comprised of several strategic industry groups including the Incentive Gift Card Council (IGCC), the Incentive Manufacturers & Representatives Alliance (IMRA), the Incentive Travel Council, the Incentive & Engagement Solution Providers (IESP), IMA-Canada Council and IMA-Europe Council.

  • 84% of U.S. businesses spend $90 billion annually on the incentive industry with $14.4 billion spent on incentive travel and $75.6 billion on award points, merchandise and gift cards to reward sales staff, employees, channel partners and customers.

  • The IMA Code of Business Conduct advocates best practices for members to help avert ethical dilemmas within the industry. The organization also offers an Incentive Industry Certification Program for members to foster high standards of professionalism within the incentive marketplace.

Research studies conducted by IMA groups have concluded that incentives can:

  • Increase Productivity
  • Boost Morale
  • Enhance Quality
  • Foster Teamwork
  • Decrease Absenteeism
  • Improve Work Habits
  • Ensure Safety
  • Reward Loyalty
  • Attract & Retain Quality Employees
  • Engage Participants

Policies and guidelines