Home >

Neglected Gift Marketing

2009/3/7 14:58:00 42000

??? 日本語 Fran?ais English 中文

Many people in the marketing department are ordering the gifts. They are all the mentality to deal with, giving gifts as a dispensable gift. They believe that there are large TV advertisements and outdoor advertisements. Gifts are a project that can be done or not.

In fact, this idea is wrong. Such an idea not only wastes the company's budget, but also fails to play its due effect.

In fact, as one of the means of marketing and brand building, gift marketing is a good marketing tool. Many famous enterprises achieve the effect of 42 orders by means of gift marketing, such as M &M/ McDonald's and other famous enterprises.

Its advantages are mainly analyzed in the following four points:

(1) advertising that can be frequently contacted by marketing audiences.

In general, gifts are highly practical objects, which are distributed to consumers through the distribution or delivery of goods.

First of all, we should emphasize that the recipients of these gifts are generally the consumers of marketing subjects.

In addition to the joy of free purchase, these consumers are not only free to get the gifts, but also because these gifts are practical or entertaining products. These products will surely be used by consumers in everyday life, everyday, and this is not a useful advertisement.

Research shows that 9 times more advertisements will have impression. According to the nature of gifts, the number of advertisements can be seen more than 9 times. The value of a small gift is far beyond your imagination.

At the same time, people around the consumer may also use it, which will also have the effect of advertising spread.

(2) visualized advertising

The gift is generally an object, so it has great flexibility in making objects. This flexibility gives us more imagination to match our brand to do the right thing.

For example, giving the gift to our brand's endorsement cartoon character, or our product appearance and so on, these works can greatly enhance the consumer's awareness of our brand or product.

Playing well in this area often gives us unexpected results. Gifts are a very good platform for us to play brand creativity.

(3) long time advertisement

In terms of advertising failure, it is self-evident, how long the service life is, and how long the advertising effect will be.

(4) cost-effective advertising

As the carrier of brand promotion, gifts are very extensive in the choice of specific products.

Generally speaking, according to the location of products and brands, it is more appropriate to choose products with relatively low price as gifts.

Because the price of the gift is relatively low, the fixed cost budget can produce a large number of gifts, which will lead to wider popularity and better advertising effect.

The cost of gifts is relatively low relative to the cost of television or other outdoor media.

From the above four points, we can be sure of the role of gift marketing. At the same time, we also note that the gift marketing must be truly successful, and we must work out a set of effective gift ideas and implementation plans.

When I formulate the gift marketing plan, I should pay attention to the following aspects in general.

(1) the first step is the positioning of the price of the gift: the establishment of the price is generally allocated to the estimated effective audience according to the budget, but it is slightly more appropriate to estimate the number of effective people.

(2) after deciding the price of a specific product, it will be an important step to the "gift choice". When choosing a gift, we should choose according to the brand positioning / audience preferences, product function / product important selling point / social trend / safety and so on. Of course, the best way is to design a unique product (even shape change).

Insist that the audience will choose the gift with the principle of using / using long term.

(3) follow up of the production of the gifts: as the suppliers of the present gifts are all small private enterprises, we must keep a close watch on the management level / integrity level / production process level of such enterprises.

The best thing is to go to the field to inspect and understand, otherwise, you can also entrust some large local gift trading companies to do so.

And the delivery date should be pushed forward to the earlier period of the activity period, so as to avoid the occurrence of bad conditions such as delay in delivery.

In the current trading environment, the delivery time of the deposit must also be strictly controlled.

Otherwise, there is no bargaining chip.

(4) the last is the way and timing of the gift giving: the mobile / lively gifts can often shorten the distance from the consumers, so that the effect of the whole marketing campaign will get twice the result with half the effort. In addition, the time to release is generally the best choice for some important festivals related to the products.

At the same time, it is also necessary to add that gift marketing is the most effective way for start-ups, and it is the best way for a mature brand to have other advertising and gift ads at the same time.

Finally, to sum up, gift marketing is not a simple gift, but a systematic marketing project.