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Tips For A Successful Gift With Purchase Campaign

Tips for a Successful Gift with Purchase Campaign

Gift with Purchase Promotions can be a very cost effectiveand a successful way of achieving specific objectives however there are certainsteps you need to follow to ensure that your Gift with Purchase campaign is asuccess:

Set yourObjectives

Decide what want to achieve and what the purpose of thecampaign will be. Whether it is selling stock that has not been selling verywell or encouraging customers to buy in bulk, as long as you know what you wantto achieve and you make this your focus you have a better chance of achieving it,at the end of the campaign. If you are part of a marketing division, operatingfrom a head-office, that includes a number of retail outlets, then a number of dominantfactors will influence the creation and implementation of a Gift with Purchasemarketing campaign. Some important factors to be considered are the exact typeof business style and model and how the Gift with Purchase will be managed andimplemented across the outlets. Some variables are whether the marketingcampaign is for a franchisor/franchisee situation or for a business structurethat is a head-office and various outlets managed by that office. In a Retailsituation, whilst setting your objectives, you should work closely withRetailers to see if the objectives are realistic and whether they meet theirspecific needs and goals. It also allows you to work in with their schedules soas to ensure there are no other similar in store promotions happening at thesame time which would distract from the campaign.

Pick a relevantitem

The key to a successful Gift with Purchase Campaign is topick the right Gift. Here are some tips:

• Choose an item customers will associate withyour brand. For example while giving away a USB may be seen as a good gift,will customers associate it with your product? If you are in I.T. then a USB isgood, if you are a Coffee Shop maybe give away a Travel Mug and if you are ahairdresser give away a Travel Brush. Tag Lines printed on the products willhelp in delivering your marketing message such: "Come back for a free Travel Mug refill with every lunch ordered".
• Choose a small item - remember retailers need tostore it somewhere close to the register to give to customers so something toobig will just make this more difficult.
• Try and co-brand the gift - sometimes Retailerswill be more willing to come on board if the item is co-branded with thestore's details as well as your brand - if you are a supplier to the retailoutlet. That way they feel like they are also receiving promotion for theirstore and not just promoting your brand.

Make your offerclear

It is very important that when you create an offer that youare very specific in terms of what your customer needs to do in order to getthe free gift and what they will receive. Here is a short checklist based on ifyou use a free Coffee Bag to be given away when 4 coffees are bought:

• Have you written what the customer needs to buye.g. Buy 4 or More Coffees to receive a free Coffee Bag. Remember to bespecific e.g. Is it 4 Large Coffees or any size.
• What will your customer receive e.g. Free CoffeeBag - is that a free Coffee Bag for every 4 Coffees purchased or is there amaximum of one free gift per customer
• Is there a timeframe for your promotion. Put anend date on all your printed material.
• ALWAYS include the condition that the offer isvalid only while stocks last. This just covers you in case the promotion goesreally well and you run out of gifts quickly.

Sometimes it can be difficult to put all this informationonto a poster so just include the major details and then provide a website URLthat customers can go to in order to read the full terms & conditions.Alternatively, print the terms and conditions on a separate flyer and have ithandy if required.

Work closely withthe Retailers

It is important to set guidelines and conditions that theretailers need to follow. As soon as you hand over the gifts to them they maydecide to just start handing them out to everyone instead of following thepromotion conditions. What they don't realise is that they are losing out fromdoing this because if customers think they get the gift without having to buyanything then they will not purchase the product on promotion and therefore thestore will not achieve their objectives.

The Guidelines for the Retailers should be the same as theConditions for the Promotion e.g. What they have to buy, when the promotiontimeframe is etc. Other Guidelines that need to be included should be where thestore needs to display their Point of Sale, how soon it has to be up, when theycan take it down etc.

Promote yourcampaign

Just because you have created an in-store promotion, it doesnot guarantee that it will be successful. Your campaign needs to be supportedby other forms of advertising and marketing. Dependent on your budget and thescale of your campaign this may involve Radio & Newspaper Advertisements.If it is a smaller campaign you might want to use some of the methods we usedto promote our Coffee Bag Promotion:

• Posters & Flyers in-store
• Flyer drop in the local area in the week leadingup to the promotion
• Cafe Bag was on display in the Coffee Shops
• Email sent to local clients
• Added to our Website Events Calender &Facebook Events Calender
• Sent numerous Twitter updates
• Took photos on the day & uploaded ontoFacebook
• Did a News Item on our Website
• Did blogs leading up to and after the Promotion

Measure yourSuccess

Back to Marketing 101 - measure your campaign! This is socrucial no matter what form of Marketing you are doing because if you do notmeasure your campaigns you are going to continue doing HIT or MISS campaignswhere they sometimes work and they sometimes don't. Some very simple ways tomeasure your campaign:

• Compare sales of the product on promotion before& during the promotion
• Compare number of visitors to your store before& during the promotion
• Check the number of hits to your website before& during the promotion

Here is a photo of Lindsey and Jayde picking up our coffees on the first day of the Coffee Tote Bag Promotion we did with a local cafe:


JEM Promotional Products have an extensive range of products suitablefor Gift with purchase Campaigns and our Sales Executives are able to assistwith recommending a suitable product for your campaign. To enquire about Giftwith Purchase Products please contact us on (02) 8205 1334 or enquiries@jempp.com.au

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