Creative use good gift promotion, can create in the product or service unique, competitors can't easily imitate good results. Can say, gift promotion is a kind of can not only a short time to increase sales, and can have long had an excellent brand promotion way.
One, namely buy that is present
The general consumers have some small cheap psychology, therefore, gift is to stimulate the customers to buy more effective direct method. And that is the scene of buy with giving way and popular with consumers welcome.
This way is consumer in the retail store shopping, buy at the same time can get corresponding promotional gifts, buying and present almost are one. For example, buy laptop computers get installed computers work packages, buy washing machine can get washing powder; In the consumer buys at the same time, gift can cash on the spot. This way to consumers buy direct stimulation, using the comparison intuitive gift to purchase, at the same time don't reduce the retail price, is the effect is excellent sales promotion way. If the enterprise quantity purchase gifts, cost will reduce further, more use of sales promotion. But gift choice also not have what give what, just anything.
First of all, see gift to consumer have enough attraction is the key; Is the value of the gift will tell, already can not be too big, also cannot too small, too big cost is increased, the loss outweights the gain, Is not too small to attract consumers. General trading cost control at two percent to four percent is advisable. Just types of gifts speaking, to try to choose nowadays fashion gifts. In a word, it is necessary to make full analysis of the characteristics of the target group, preferences to select the gifts, full play to gift drive product sales objective.
Secondly, look at the gifts and brand intrinsic correlation degree; The greater the correlation degree, the more conducive to the spread of the brand, the easier it is to make consumers in use process produce association, this will let the consumer repeat purchase, so as to establish the brand loyalty. If is to choose the same brand of gifts, must carry the company trademark; If is to choose other brand gifts, general should choose to compare well-known brand advisable.
Finally, but also in the gift to strict management, not only to prevent distributors, retailers gift when products sell (shall cause its smooth giving to the hands of consumers), and to prevent the sales promotion personnel disorderly issue gifts and appear shortage, influence the normal sales commodity.
In addition, to avoid gift out of stock, lest cause customer complaints, if is set limit to present, must in the POP indicate the number of set limit to, send out so far, or equivalent gift alternative. At the same time gift should choose the excellent quality of products, not for saving cost surface to reduce the quality of the gift, instead of damaged goods and the image of the brand itself.
Within sight of buy is present, can also fit coupons giving together, the effect will be better!
Second, the certificate presented
Certificate is giving consumers to buy the product, must collect one or more than one document sent to the company to get a gift or to the company designated place exchange gifts. Gift is not on the spot gain but need certain documents for delay, at the same time also to see whether the customer in shopping after according to enterprise promotion rules. And that is bought namely give different is, buy certificate free goods customers not necessarily will explain get gifts.
If consumers know certificate free activities, gifts and he has a certain appeal, he will actively to buy products, collect evidence, to exchange gifts. In this case, the consumer naturally reluctant to easily change choose other brand. Therefore, certificate presented to set up the brand loyalty, to attract new customers, to protect existing customers from competition brand interference with surprise effect.
1, manufacturers give a certificate: the production enterprise in order to attract consumers to buy our products, often in the package, packing or through the promotion way to consumer send out some certificate securities, consumers purchase of products at the same time get a certain number of documents, only collected in the provisions of the manufacturers voucher, you can get a certain number of gifts. Of course all of the expenses are made by the manufacturer to bear. Manufacturers type certificate presented is generally through the mail to realize the prize to receive. Like a milk powder manufacturers at the certificate free activities, for every purchase of the brand milk powder, as long as collected three bags on the company LOGO, sent to the company can exchange for a high temperature resistant high quality milk bottle.
Manufacturers can also implement integral approach, namely to purchase a commodity can product the corresponding points, according to the same brand of different products, have integral reward is endless also and same, as long as the product is a certain score, can according to the integral value for value how many corresponding gift. Such as China mobile, China unicom held consumption a yuan product a points, year-end according to oneself how many points for each class regulations prize. This is a maximum amount of points that people often say that preferential.
Certificate presented also often and premium promotion combined use, such as collected a certain number of bags can participate in lucky draw, etc. In short, according to the product characteristics and the characteristics of the target population, and other organic combination way, find the most suitable for the product promotion way.
2, retailers hold the certificate presented: retailers in order to attract consumers to purchase, build customer loyalty, often also hold some certificate donations. And manufacturers of the documents presented activity is different, it is by the retailers bear all the promotion expenses. At the same time, the activities also seldom realize through the post, but in the store set up reception for special food certificate for free. Consumers at any time as long as according to the rules of the game for retailers collected prescribed certificate can competition corresponding gift.
Also, the retailer can also make integral rewards, as long as consumers in the store to buy, according to the amount of consumption for different integral, when integral reaches a certain quantity can get value inequality gifts. Such as gome annual integral plan etc.
In order to attract customers for a long time fixed consumption, large stores can also make "annual bonus" plan, according to consumers in the stores and chain stores consumption situation, year-end offer certain "bonus", is generally equivalent goods. If markets can "annual bonus" for the window absorbing members, members in addition to enjoy lower prices outside, still can get year-end benefiting. If someone throughout the year in the market consumption of 10000 yuan, can obtain integral 10000 points, according to every 50 points can share value 1 yuan goods, this person annual bonus can get 200 yuan worth of goods. This method can almost for unit to attract customers to buy high loyalty. If the red flag of chengdu chain or reciprocal supermarket using this method, combined with the corresponding marketing means, with the formation of the supermarket will share the world trend.
In planning certificate when sales promotion, should consider commonly consumer besides collection vouchers and undertake unilateral low cost postage outside, won't produce other expenses, or will lose attraction to consumers. The frequency of consumers to buy the product is formulated collection certificate number of how many basis, to buy the product with high frequency, the requirements of the certificate number is much. At the same time also to analysis of the product promotion affected object characteristics, such as prospect, low frequency buyers, general users or common person. Generally want to speak to calculate out each class proportion of the population, according to the different population set different grades of certificate presented rules.
Third, pay for free
By the customer to pay the full cost of gifts, pay for free. They are called free, because consumers won the gift market retail price with the difference between the value, but only pay the minimum cost price. It is the consumer to buy a commodity as the premise, with this price is its in other place can't buy. In the product quota era, the promotion way is supposed. But in the product supply exceeds demand today, pay giving way effect is not obvious, already more and more the value not by the businessman. But in fact, this kind of means as long as is applied proper, or for your promotion create the outstanding service.
1, pay giving often choose hunger marketing products as gifts.
Some high value, high popularity products often use hunger marketing law to expand the market, use first all kinds of methods for enhancing brand awareness, bespread channel; Then factitious ground is caused out of stock, let the market "hunger" rise, let consumer it's difficult to get to, give a person a kind of noble is hard to find the feeling.
Pay for free to choose this kind of hunger marketing products as gifts, the sense that gives a person is, here to buy this kind of product, and price is lower than the market price, what is there against it? Of course the premise is the need to buy your product to obtain the qualification to buy gifts.
2, pay giving often choose low cost high profit space products as gifts.
Choose low cost high profit products as gifts because retailers or enterprise can collective purchasing this kind of gift, again at cost to consumers give pay, forming a huge "pay gift attraction", thus to pull to your product sales. Just as its name implies, low cost high profit products its cost is not high, while the retail price is very high. For those who usually want to buy goods and because the price is too high flinch consumers, the pay gift price and the market price to create a strong contrast, is very attractive to them.
3, pay giving can also choose brand products, fashion, special products as gifts.
Famous brand product popularity and reputation, loyalty is higher, choose brand products as gifts can use brand awareness of the product amongst the public to improve their awareness of the product amongst the public. Pay gift need consumers pay cost is merely the cost price, so it can be in the form of "famous brand" and "the price" two big advantages to promote sales.
Editor message:
Gift promotion is consumers in shopping, with "gift" complimentary forms to customers with preferential, attract their participation in the brand or the product purchase. Gift promotion is the most commonly used value promotion way, it is the goods as a gift to consumers, in a real way to consumers on non-price preferential. This way, although there is no price promotion so direct, but it can in a visible and real way impact consumers, enhance brand concept, and let the consumer to buy the products and long time use.