Incentive Marketing Association

What Incentive Marketing Association does

The Incentive Marketing Association (IMA) is a US-based professional trade association founded in 2008 and headquartered in Minneapolis, Minnesota, serving the incentive, recognition, and rewards industry. IMA operates a federated ecosystem comprising five Strategic Industry Groups (IESP, RPI, IGCC, IMRA, ITC) and three regional chapters (IMA Europe, IMA LATAM, IMA MEAPAC), with more than 250 certified incentive leaders in its network. Its member base spans incentive and recognition professionals, incentive solution providers (gift card, merchandise, and travel vendors), and corporate end users deploying employee, channel, and customer incentive programs.

IMA monetizes through three core revenue streams: recurring membership dues (individual and corporate), event registrations for the annual IMA Summit (e.g., $750-$795 for members and $950-$1,250 for non-members in 2026) and regional Coffee Chat events, and professional certification fees for the IP Designation ($150 members / $300 non-members) and CPIM certification ($100 members / $250 non-members). A separate annual partner sponsorship program, with The Reward Store as title sponsor and additional major partners including Blackhawk Network, Hinda, Best Buy, Tillo, and Runa, provides event funding and visibility. In May 2026, IMA launched EngageIQ, an AI-powered education assistant, alongside a relaunched podcast and global insights report to capture year-round engagement. IMA also administers the Circle of Excellence awards and co-branded PPAI Pyramid Awards, positions industry standards, and operates Recognition Professionals International (RPI) as an adjacent subsidiary delivering the CRP certification in workforce recognition.

Name

Incentive Marketing Association

Legal name

Incentive Marketing Association

Website

https://incentivemarketing.org

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Incentive Marketing Association is a US-based trade association serving the incentive and recognition industry through membership, professional certifications (IP, CPIM), the annual IMA Summit, regional chapters, and Strategic Industry Groups, with over 250 certified leaders globally.

Ownership category

akta.pro rank

Product category

Professional Trade Association Services

NAICS

Business Associations (813910), Convention and Trade Show Organizers (561920)

SIC

Services-Membership Organizations (8600), Services-Advertising (7310)

akta.pro primary industry

Loyalty, Rewards & Incentive Programs (BPAFAMAE)

akta.pro secondary industries

Rewards, Incentives & Gift Card Program Services (MPAAAIAG), Program Design & Strategy (Incentive Concepting, Qualification Criteria, Budgeting) (THAHANAA), Rewards, Recognition & Merchandise Sourcing (Points, Catalogs, Gift Cards) (THAHANAC), Employee Recognition, Awards & Incentive (Internal) Events (THAHAIAM)

Keywords

• Trade association services
• Incentive industry certification
• Recognition programs
• Professional membership organization
• Employee engagement training

Headquarters

HQ city

Minneapolis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Membership Dues: Annual membership fees from individual professionals and corporate members in the incentive and recognition industry. Provides access to networking, education, certification programs, and industry resources.
2. Event Registrations: Registration fees for the annual IMA Summit and regional events. Includes early bird and regular pricing tiers for members and non-members, plus add-on passes such as social guest passes.
3. Certification Programs: Revenue from professional certification programs including the Incentive Professional (IP) designation and Certified Professional in Incentive Management (CPIM). Members receive discounted pricing compared to non-members.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

The Incentive Marketing Association is a not-for-profit trade association that serves the incentive and recognition industry. It sells professional certifications (IP and CPIM), hosts the IMA Summit conference, provides the EngageIQ AI tool, and offers member resources, networking, and awards programs to incentive industry professionals and corporate end users.

Product overview

The Incentive Marketing Association (IMA) offers a portfolio of professional resources, certifications, and industry events for the incentive and recognition industry. The core offerings include professional certification programs (IP Designation and CPIM), an AI-powered education assistant (EngageIQ), annual conferences (IMA Summit), research publications (industry reports, white papers, case studies), and a member directory. These products work together to serve incentive professionals through education, certification, networking, and industry intelligence.

Differentiator

Problem solved

Functional benefit

Products and services

• IP Certification (Incentive Professional) Foundational professional certification for individuals working in the incentive and recognition industry, validating core knowledge of incentive program design and execution.
• CPIM Certification (Certified Professional of Incentive Management) Advanced professional certification for experienced incentive management professionals, validating expertise in strategic incentive program leadership.
• IMA Summit Conference Flagship annual conference of the Incentive Marketing Association, bringing together incentive industry professionals, suppliers, and corporate end users for education, networking, and industry updates.
• EngageIQ AI Tool AI-powered tool provided by IMA to support member organizations in the incentive and recognition industry with program effectiveness and engagement analytics.
• IMA Membership Annual membership in the Incentive Marketing Association, granting access to industry resources, networking, certification discounts, and member-only events for incentive industry professionals and organizations.

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Partnerships

15 partnerships are on record, tiered core, flagship and major.

• PPAI (Promotional Products Association International)coreStrategic or Co-development PartnerStrategic partnership with the promotional products industry's leading trade association. Collaborates on awards programs (PPAI Pyramid Awards) and shares industry advocacy efforts. Represents a key alliance between the incentive marketing and promotional products industries.
• RPI (Recognition Professionals Association)coreStrategic or Co-development PartnerStrategic Industry Group partnership with the recognition profession's leading association. Supports professional standards and certification alignment between the incentive and recognition industries.
• IESP (Incentive Executive Search Professionals)coreOthersStrategic Industry Group focused on executive search within the incentive industry. Contributes to workforce development and talent networking within the IMA ecosystem.
• IGCC (Incentive Gift Card Council)coreOthersStrategic Industry Group focused on gift card industry standards and best practices within incentive programs.
• IMRA (Incentive Manufacturers & Representatives Alliance)coreOthersStrategic Industry Group representing manufacturers and representatives in the incentive industry.
• ITC (Incentive Travel Council)coreOthersStrategic Industry Group focused on travel-related incentive programs and experiences.
• IMA EuropecoreOthersRegional chapter serving IMA members across Europe, extending the association's geographic reach and providing localized networking and educational opportunities.
• IMA LATAMcoreOthersRegional chapter serving IMA members across Latin America, extending the association's geographic reach and providing localized networking and educational opportunities.
• IMA MEAPACcoreOthersRegional chapter serving IMA members across Middle East, Asia-Pacific, extending the association's geographic reach and providing localized networking and educational opportunities.
• The Reward StoreflagshipGTM or Marketing PartnerTitle sponsor of IMA Summit, providing prominent visibility and marketing partnership with the association's flagship annual event.
• Blackhawk NetworkmajorGTM or Marketing PartnerGift card and prepaid payments provider serving as a sponsor and partner at IMA Summit, representing major incentive solution provider participation in the association.
• HindamajorGTM or Marketing PartnerIncentive solutions provider and annual partner of IMA, participating in summit sponsorship and industry events.
• Best BuymajorGTM or Marketing PartnerCorporate partner and annual partner of IMA, participating in gift card and merchandise incentive programs.
• TillomajorGTM or Marketing PartnerGift card and rewards technology provider serving as an annual partner and sponsor supporting IMA programs and events.
• RunamajorGTM or Marketing PartnerIncentive technology platform serving as an annual partner and sponsor supporting IMA programs and events.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Professional Convention Management Association (PCMA): Established association for business event strategists and organizers. Comparable through its certification programs, annual Convening Leaders event, and member-driven community — a larger-scale analog to IMA Summit and IP/CPIM programs.
• International Association of Exhibitions and Events (IAEE): Trade association for the exhibitions and events industry, operating similar member services, certifications (CEM), and annual events. Comparable as a parallel trade body serving adjacent B2B event and engagement verticals.
• Meeting Professionals International (MPI): Large global association for the meetings and events industry. Comparable to IMA in operating a membership model, flagship annual conference, and professional certifications, but with a broader meetings/events focus rather than incentive-specific.
• Association of National Advertisers (ANA): Major advertising and marketing industry association with broad membership, events, and education. Comparable as a large incumbent association serving adjacent marketing services decision-makers, including those running incentive programs.

Emerging players

• Association of Destination Management Executives International (ADMEI): International association for destination management companies serving the incentive and events market. Overlaps with IMA's ITC SIG and provides a complementary industry home for incentive travel suppliers.

Direct peers

• Recognition Professionals International (RPI): Focused on workforce recognition and the CRP (Certified Recognition Professional) credential, RPI is both an IMA SIG and an adjacent association serving overlapping practitioner audiences in employee recognition.
• Society of Incentive & Travel Executives (SITE): Global association dedicated to incentive travel, overlapping directly with IMA's Incentive Travel Council (ITC) SIG. Both serve incentive travel professionals through education, certification, and events.
• Promotional Products Association International (PPAI): The leading trade association for the promotional products industry and a strategic IMA partner (co-branded Pyramid Awards). Both serve as membership-based industry bodies with certifications, events, and advocacy for adjacent marketing services verticals.
• Incentive Gift Card Coalition (IGCC): Coalition representing the gift card industry within the incentive ecosystem, operating as an IMA SIG. Directly comparable as an industry body advocating for gift card-based incentive and rewards programs.

Regional players

• Society of Government Meeting Professionals (SGMP): U.S.-focused association for government meeting professionals. Comparable as a niche events/meetings association with a defined member base, certification (CGMP), and annual gathering, though oriented to a government buyer segment rather than corporate incentive.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/incentive-marketing-association
• Xx.com/incentivemktg

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Incentive Marketing Association