Gift with Purchase Promotions can be a very cost effective and a successful way of achieving specific objectives however there are certain steps you need to follow to ensure that your Gift with Purchase campaign is a success:
Decide what want to achieve and what the purpose of the campaign will be. Whether it is selling stock that has not been selling very well or encouraging customers to buy in bulk, as long as you know what you want to 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, operating from a head-office, that includes a number of retail outlets, then a number of dominant factors will influence the creation and implementation of a Gift with Purchase marketing campaign. Some important factors to be considered are the exact type of business style and model and how the Gift with Purchase will be managed and implemented across the outlets. Some variables are whether the marketing campaign is for a franchisor/franchisee situation or for a business structure that is a head-office and various outlets managed by that office. In a Retail situation, whilst setting your objectives, you should work closely with Retailers to see if the objectives are realistic and whether they meet their specific needs and goals. It also allows you to work in with their schedules so as to ensure there are no other similar in store promotions happening at the same time which would distract from the campaign.
The key to a successful Gift with Purchase Campaign is to pick the right Gift. Here are some tips:
It is very important that when you create an offer that you are very specific in terms of what your customer needs to do in order to get the free gift and what they will receive. Here is a short checklist based on if you use a free Coffee Bag to be given away when 4 coffees are bought:
Sometimes it can be difficult to put all this information onto a poster so just include the major details and then provide a website URL that customers can go to in order to read the full terms & conditions. Alternatively, print the terms and conditions on a separate flyer and have it handy if required.
It is important to set guidelines and conditions that the retailers need to follow. As soon as you hand over the gifts to them they may decide to just start handing them out to everyone instead of following the promotion conditions. What they don't realise is that they are losing out from doing this because if customers think they get the gift without having to buy anything then they will not purchase the product on promotion and therefore the store will not achieve their objectives.
The Guidelines for the Retailers should be the same as the Conditions for the Promotion e.g. What they have to buy, when the promotion timeframe is etc. Other Guidelines that need to be included should be where the store needs to display their Point of Sale, how soon it has to be up, when they can take it down etc.
Just because you have created an in-store promotion, it does not guarantee that it will be successful. Your campaign needs to be supported by other forms of advertising and marketing. Dependent on your budget and the scale 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 used to promote our Coffee Bag Promotion:
Back to Marketing 101 - measure your campaign! This is so crucial no matter what form of Marketing you are doing because if you do not measure your campaigns you are going to continue doing HIT or MISS campaigns where they sometimes work and they sometimes don't. Some very simple ways to measure your campaign:
JEM Promotional Products have an extensive range of products suitable for Gift with purchase Campaigns and our Sales Executives are able to assist with recommending a suitable product for your campaign. To enquire about Gift with Purchase Products please contact us on (02) 8205 1334 or email@example.com
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