Gift promotion is to attract customers to buy promotional goods through the charm of gifts. Therefore, what kind of gifts to choose and how to make the cost of gifts as low as possible and as attractive as possible have become the key to the success or failure of gift promotion.
How to choose gifts
1. attractive
Generally speaking, the less common the gift, the more attractive it is, so you need to choose something new, strange and special as a gift. According to the characteristics of products, enterprises can follow suit when choosing gifts.
[Case: Good gift, attractive]
Jinlong beer is also unconventional in promotional items. What is presented to customers is a talking bottle opener, which stimulates people's curiosity and the sales volume rises sharply.
2. Good quality and low price
The development of gifts should give consideration to both cost and quality. For mass consumer goods, the original product value is not high, and the gift cost is too high, which is unbearable for enterprises. But gifts must be tasteful, beautifully made and durable, otherwise customers will think that the products are also low-grade when they see low-grade gifts. Inferior gifts will only damage the product image.
[Case: Cheap Saussurea involucrata safflower tonic wine]
There is a very delicate phone book in the package of Xuelian Honghua tonic wine, which is as big as four parallel matchboxes. The second and third seals introduce the brewing technology and the quality service commitment of the enterprise. The phone book was specially placed in the wine box to give customers an unexpected surprise. Ordinary customers cherish the phone book, killing two birds with one stone, both advertising and convenient for customers.
diversification
Different customers have different preferences, so it is impossible for everyone to like a single gift. Therefore, when developing gifts, try to have as many varieties as possible, so that customers can choose, and at the same time, more gifts are also convenient for designing promotional programs.
weed through the old to bring forth the new
Gifts should not be fixed, but should be constantly introduced, otherwise it will not arouse the interest of customers. For example, a milk powder manufacturer began to deliver milk cups from 1998, and some customers have dozens of milk cups at home.
The choice of gifts must be in stages, and the right gift should be given at the right time, and different gifts should be given at different times, and one gift cannot be delivered to the end.
Step 5: Simple and convenient
Gifts should be related products that are easy to use and carry. For example, wine can be given with wine glasses, hip flask, bottle opener and other wine utensils. The gifts must be easy to understand, that is, customers can see at a glance what it is, how to use it and how much practical value it has.
6. Personalization
Gifts should also have their own personality, that is, differences. Only in this way can we walk into the hearts of customers. Gifts that lack characteristics and individuality can not only arouse customers' desire to buy, but sometimes even make customers bored. For example, Swiss army knives, radar watches, camping tents and camel cigarette marching bags highlight the individual positioning of the products, which are quite "cool" and deeply loved by target customers.
7. High frequency of use
Gifts are generally low-value consumables. For example, giving away washing products caters to the appetite of housewives and is very popular. If you give a gift that you don't use once a year or two, and the customer takes it home and puts it away until it is thrown away, then the gift is "free", meaningless and worthless to the customer.
Handle the relationship between gifts and products and brands.
1. Gifts should serve as brand tips.
On the one hand, many enterprises worry about their own brand communication, on the other hand, they always ignore the small media of gifts. Therefore, on the basis of not excluding customers, enterprises should print the brand name, LOGO and advertising language on the giveaway, so that the giveaway can play the role of media communication.
[Case: Gifts are also media]
In the joint promotion of Budweiser Beer and Coca-Cola in China, the gifts are clothes printed with Budweiser or Coca-Cola trademarks and glassware engraved with such trademarks.
For example, a brand of fresh milk has developed a radio that is exactly the same as the packaging of the fresh room as a gift, and the effect is also very good.
2. Gifts should highlight the selling point and positioning of products.
Gifts should conform to the characteristics and positioning of products, highlight the functions and selling points of products, and achieve the dual purposes of promotion and publicity.
[Case: Pepsi's gift, highlighting "the choice of a new generation"]
Pepsi's positioning is "the choice of a new generation", and its gift design pays great attention to highlighting this positioning. During the World Cup in Korea and Japan, Pepsi launched the star model and star information card, which was very popular among young fans. Many fans buy Pepsi in large quantities in order to collect their favorite stars.
3. Gifts should be related to products.
If the gift is related to the characteristics or uses of the product, then the motivation for promotion is greater and it is convenient for customers to use the product. If you buy bagged milk powder and send it to the powder storage tank, it will help to preserve the milk powder and prevent it from getting wet; Buy coffee and send coffee cups to facilitate customers to drink; Buy milk and send bread; Buy shirts and send ties; Buy a mouse to send a rubber pad, buy a computer to send a "hood" and so on.
Or products belong to the same category, such as electrical appliances and household items, so it is easy to find similarities in advertisements. Similar to "buying a computer to send spices", putting two unrelated products together will inevitably take a lot of brains in active communication, and it is not easy for customers to remember.
4. Gifts can't take the place of the host.
The commodity is "red flowers" and the gift is "green leaves". Gifts are always to set off and promote goods. If it is too grandstanding, it will be suspected of usurping the role of the host, and the promotional goods will become promotional gifts instead.
The contrast and promotion effect of gifts on commodities is mainly reflected in their collocation.
1 price matching. The price of gifts is lower than that of goods, so we should distance ourselves. It is unreasonable to buy a bottle of vinegar and get a bottle of soy sauce. This does not conform to the principle of economic rationality, and also makes customers doubt the quality of soy sauce.
(2) the collocation of shape and volume. Generally speaking, the size of a gift should be smaller than that of a commodity. If the gift is too big and the goods are small, it will be out of harmony. Gifts cover goods, which goes against the purpose of promotion. It is generally believed that the volume of gifts should not exceed 2/3 of the goods.
Handle the relationship between gifts and target customers.
Different products have different target customers, so when developing gifts, we must carefully study what customers' needs are. For example, the target customers of milk powder are middle-aged and elderly people, and their favorite gifts are practical, so umbrellas, aprons, teacups and other daily necessities are very popular with them.
When developing gifts, we must consider that gifts can not only stimulate customers to buy immediately, but also attract customers to buy this product continuously until they become loyal customers. Such a goal can be achieved by developing a series of gifts.
The development of gifts should be serialized, and attractive gift sets can effectively increase customers' repeated purchases. Gift sets are becoming more and more popular now. Gifts are not made up of a single item, but a collection of multiple items. Such as a set of tableware, a set of wine sets, a set of tea sets, a set of stamps, a string of pearl necklaces, a set of kitchen utensils, a set of books, a set of toys, a set of cosmetics and so on.
[Case: Series of gifts attract customers to buy many times]
A store in the United States stipulates that customers can get a set of porcelain if they shop in the store for a certain amount every week. Customers can only get this set of porcelain if they visit the store for more than 20 weeks.
Another example is the Snoopy doll of McDonald's, which has many models and has been endowed with humanized things of different ages, personalities and preferences. In order to collect them, children often visit McDonald's restaurants.
Another example is a brand of cream, and the gift is a cookbook. In this cookbook, 40 dishes are required to add this cream when cooking. Such a gift can also increase people's consumption of this cream.
Several problems that should be paid attention to in gift promotion
Pay attention to value rather than price when giving gifts. Enterprises hope that the gift cost is low, preferably within the profit rate of the products they sell; For customers, the greater the value of the gift, the more attractive it is. Therefore, the actual cost of the gift must be within the range that the enterprise can bear, but it must have a relatively high value in the eyes of customers. How can we get there?
1. Gifts with no market value are often the first choice. The most attractive gifts are those that customers can only get from promotional activities and cannot get from other channels. Such a gift will have a strong promotional power.
2. Choose goods with high retail profit as gifts. The value of a gift is usually measured by its retail price. Although the retail price of some commodities is high, the purchase price is low and the difference between wholesale and retail is large. When choosing gifts, you should choose this kind of goods, such as clothing, cosmetics, small household appliances, toys and so on. For example, a walkman for learning English has a retail price of more than 300 yuan, and the purchase price is only 100 yuan, which belongs to this kind of goods.
3. Convert to buy gifts with low prices. Through the transformation of gifts, we can improve the sense of value of gifts in the eyes of customers, so that customers can't see the true value of gifts.
[Case: A special baby spoon]
The gift of baby food is a small spoon, which has low value and is very common. However, after the spoon is engraved with the baby's name and date of birth, only the children with birthdays can get it, it is endowed with special significance and becomes a meaningful souvenir of children's childhood.
4. Choose other products produced by the manufacturer.
A good gift is better than asking customers to add money. Some gifts are very attractive, so it is better to ask customers to add money to get them. Manufacturers can recover part of the costs and reduce the total promotion costs.
In addition, gift promotion should be based on the premise of facilitating customers to participate in activities. Gift promotion is carried out by sales departments and shops. How to make customers easy to participate and how to make sales departments and stores easy to operate are also important. The participation cost of customers determines the level of participation and the success or failure of activities. The higher the cost of participation, the lower the participation, and vice versa. Customer's participation cost includes its money cost, time cost and manpower cost. The measurement index of customer participation cost is whether the value of the gift the customer gets is greater than the cost he pays, which is a relative cost. Easy access can stimulate everyone to participate, and the "potential" of promotion can be easily created. Otherwise, the gift makes people feel disconnected from themselves and can only be regarded as a "sample". "What can be met but not sought" is something that should be avoided in gift promotion.