Many of us are probably familiar with on-pack and in-pack promotions, where the gifts are packaged together with the selling products. These gifts (e.g., foldable bags, water bottles, utensils, pouches) are usually more compact, lower in costs. Advantages are that consumers are able to instantly see what they are receiving, and they can take home the gifts conveniently.
Various types of on-pack and in-pack promotions we see in the markets:
In order to attract customers, marketers are also giving away High Value Premiums for their marketing promotions. This type of high-value gift promotions entices consumers to make purchases by offering gifts that are relatively pricier, and of higher perceived value, and of course, requires customers to spend more.
An example
of high value premium promotion below, where customers are encouraged to buy
across several brands under Nestle:
High
Value Premium Redemption promotion for Nestle brands products
Image credit: https://blu.com.sg/events/events/nestlecny2021
For higher value premium promotions, Gift Redemption has become a popular marketing concept for these promotional campaigns in recent years.
1) Consumers are informed via the promotional campaigns on
the amount of purchase required in order to redeem the higher value gifts
2) After purchase, consumers submit the proof of purchase
for redemption
3) Collection or Delivery of redemption gifts to consumers.
The Heineken Party Kit redemption promotion below is one of such promotions.
Image credit:
www2.heineken.com/sg/homepartypack2020
·
There is no restriction on the size of gifts. No
packaging worries!
o You can giveaway larger and higher value gifts such as Luggage Trolleys, just like the Mamonde luggage below.
Image Credit : A luggage branded for Mamonde Malaysia, project of DTC Malaysia
·
Able to have unique and more variety of gifts
for customers to select from!
Great Variety of redemption gifts available to attract consumers Image credit: www.noelgifts.com/rewards-redemption
· And it is an Effective way for marketers to differentiate their brands from others.
However, it is challenging to get trade channels such as
supermarkets to help with redemption process due to limited warehouse space and
resources at the outlets.
Many brands’ marketers may also be
clouded by some considerations:
· What if the
high-value gift gets damaged at the retail / trade outlets? Whose liability
will it be?
· Do I have to
allocate a manpower at every retail outlet to manage this promotion? It is not
cost-effective at all.
Solution: Gift Redemption Portal
By harnessing and embracing technology, DTC has streamlined the promotion redemption process by building a Gift Redemption Portal.
One of our projects is the Heineken Cabin Trolley redemption promotion above. With an integrated one-stop DTC redemption portal, customers are able to redeem the exclusive Heineken trolleys conveniently, yet relieving the marketers of the need to coordinate any logistics or administrative chores at all.
This enhanced digital infrastructure makes the redemption process for the Heineken marketing campaign hassle-free, resulting in higher take-up rates. Thus, a successful promotional campaign.
An
effective marketing campaign not only boosts the sales and exposure of a brand,
but also creates a seamless and rewarding purchase experience for our
increasingly sophisticated customers. Thus, getting a right partner to help
with the execution of online redemption promotion is very important.
Marketers
out there, there is no need to rack your brains over how to plan a high-value
premium promotion for your brands. Need ideas for premiums that will drive
sales, and are attractive enough such that consumers are willing to do
redemptions for them?
Contact DTC today, and leave the task of coming up with high value redemption gift ideas to us!
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