There are different kinds of promotion such as the common promotion, discount promotion and the gift with purchase. When they offer a free item in order to persuade people to buy the product, companies often use this kind of promotion. This is where you give something away or promote an item at a reduced price so that they can sell more than if there was no special offering on it.
The main thing about these promotions is that:
1) People already know how much the items cost before buying them;
2) When the promotion is over, customers are more likely to purchase the focal product again after the promotion.
Gift with Purchase (gwp) is a promotional strategy, often done by providing something extra or free on top of an already-purchased product from the company. This can make any type of purchase feel more special, as customers get to receive one item after another without feeling too pressured about making additional purchases. Gwp promotions and sales may be used across multiple brands at once too.
When companies and brands provide free gifts to their customers for purchases, the free gifts can be digital items, coupons, household items, lifestyle merchandise and almost anything under the sun! The best gifts are ones that make your recipients say “Wow,” or more importantly buy again!
Image: F&N Foods website
Earlier, we have mentioned that gwp promotions and sales can also be used across multiple brands. This F&N Foods free gift with purchase sales promotion is an example: with minimum expenditures on specific brands indicated by F&N Foods (Mangnolia, Farmhouse, Nutri Soy, Nutri Well, Fruit Tree and Sunkist), consumers would be entitled to redeem exquisite claypot or beautiful stainless steel bottle for free.
This model not only helps consumers save more on select brands but also exposes customers to different product selections they may have otherwise forgotten about. It is also the trend nowadays because of how companies try to spend their marketing budgets more efficiently, by creating free items that can stimulate consumers into spending anew.
Image: Eu Yan Seng Facebook
Eu Yan Sang’s 142nd Anniversary Sale, where customers get a Deluxe Breakfast Maker for free when they shop at Eu Yan Sang. GWP promotions like this are among people's favourites. Many customers feel free if they get free items through the item promotions, especially for consumer electronics products.
Image: Tekka Place Facebook
Shopping malls organise mall wide promotions, especially during festive seasons, to attract more footfall to the malls and get shoppers to spend more at the shops in the malls. After all, if retail shops in the shopping centres are doing well, the mall operators benefit as well!
Tekka Place held an attractive Deepavali Plushie Giveaway Promotion for the Diwali season. Many customers were drawn to this gorgeous plush toy freebie through mall wide promotions like these, which makes them more likely to spend at Tekka Place's stores too. A free product given away in a mall such as Tekka Place, often makes customers go to the malls again and spend more money.
View Animal Plush Toy, Mahjong Plush Cushion on our website.
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For kids products, giving children's toys and educational games, books as free gifts is effective in sweetening the purchase promotions. Kids love the free items, and parents will very likely be willing to buy the bundled sale in order to get the free gifts for their young ones.
This Friso products free gift with purchase on-pack promotion focuses on matrices and puzzles by using magnetic games which would enhance learning potential of toddlers through playtime, thus endorsing the brand. Kids take time to color, so giving them a coloring book with complimentary pens is effective in retaining their engagement.
Image: Pokka FB
Retail channels (both online and brick & mortar channels) can create incentives for consumers to shop with them by having exclusive gwp promotion offers with brands. For instance, consumers will be able to receive a free Silicon Lunch Box if they purchase Pokka Milk Tea products, but this offer is only available at Panda Mart.
One point to note on whether the exclusive promotion available with a particular retailer is good enough, will depend on the extent of the distribution: how wide is the distribution of the offer, and can customers easily find this product and offer?
Guinness Draught - free Chef Kit (Guinness Apron & Steak Board)
Guinness has gwp promotions on online shopping platforms such as Redmart and Shopee.
Stylish Guinness branded aprons and serving boards are available as freebies when shoppers buy Guinness products.
Shoppers who purchase Kronenbourg 1664 Blanc products will be able to get free gift of culinary set printed with 1664 Blanc branding and colours. A premium set of gift that is representative of the Kronenbourg 1664 Blanc brand, enhancing its brand’s image.
A brand image can be boosted by a gwp. It’s one of the most effective ways to increase brand awareness and loyalty in any market. It is always good to have some sort of promotional item/gift with purchase giveaway that customers can take home as a free gift from your products.
In order for customers to be persuaded into purchasing that particular item they believe there has been an additional value or feature added in return. By doing this you make your customer feel like they have gotten something extra (which increases chances of purchase).
Tiger Crystal Beer is giving away 2 different gifts for 2 months, to boost sales of the beer brand at coffee shops outlets. Multifunctional Pens and Multifunctional Tool Cards are gifted to customers who purchase 2 bottles of Tiger Crystal beers. These gifts are more targeted at male consumers, who are often spotted drinking at local coffee shops.
This also highlights the importance of knowing how to target each customer segment with customised offers.
Image: Drinkies FB
This Heineken free gift with purchase program gives away a free gift which the customer will get to use for an extended period of time: Metal / Stainless Steel Cup.
In gift-with purchase, a free gift is given to the customer as a thank you for purchasing an item from that company. If you run a gift with purchase promotion, people will have more confidence in your products and services because they believe their money was well spent to receive these free gifts even if it wasn’t really necessary at all.
Image: Shopee SG
Beer glass branded with KIRIN autumn design, packed elegantly in a customised packaging box with window -- this free gift is almost comparable to a merchandise being sold at retail outlets. When consumers receive such gifts as free, the perceived value of the free gift is high, they will feel that it is worthwhile to make the purchase. The KIRIN free gifts are well targeted to capture potential consumer markets.
The beer promotions shown above increase the perceived value of the focal products, thus making the brands seem exclusive and high in quality, all while consumers only had one purchase requirement.
Image: Nescafe FB
Image: Milo Singapore Facebook
Image: Shopee SG
Mugs are also commonly used as promotional gift items, being offered as free gifts with purchase from retailers to customers who have purchased particular products. Mugs are viewed as very functional gifts. Examples are the three gwp promotions above: Nescafe, Milo and Starbucks, all giving away mugs that are fully customised to the brands' colour and logos.
Established brands, such as Nescafe, Milo and Starbucks, offer a range of methods to engage existing customers. These can be undirected, such as the mug's free gift inclusion within purchase requirements (direct) or more targeted such as co-operative marketing schemes. All encourage repeat purchases, thereby increasing brand loyalty via time or frequency discounts.
There is also a school of thought that Giveaway should be something that adds value to the product (e.g., an authentic wine bag, a branded travel mug). Thus for beverages and alcoholic drinks products, drinkware such as coffee mugs, beer glass, are often used as promotional gifts in the gwp promotions.
Many industries recognise the potential of branding and sales increase by advertising with giveaways. This means that goods can be given away to inspire additional purchases from existing loyal customers who after receiving the promotional gifts, feel 'bought' or better informed about their purchase.
The gwp promotion is a special offer that you can use to encourage customers to purchase your product. The good thing about gwp promotions nowadays is that they are relatively easy for you as the business owner or manager of a company, because you can promote them on social media platforms like Facebook, Twitter etc., using hashtags like #gwppromotion or other things like this depending on the company's current promotion schedule. This service helps convert more leads into sales which improves the business' profitability without costing too much money.
Gwp offers are highly sought after by many businesses because they have been proven to increase sales significantly and convert more leads into sales for them. This is how it works: People who receive such freebies will believe it's at least for one good reason – got something extra.
If you are pondering over gwp ideas for your upcoming marketing promotional campaign, feel free to reach us today.
DTC World has over 10 years of experience in conceptualising, developing and producing premiums and gift items for our clients' marketing campaigns globally.
Share your requirements with us and leave the rest of the campaign fulfilment to our DTC World specialised team!
Related blogs you must read:
10 Unique Promotional Gift Ideas
Gift with Purchase Promotions that Consumers Like
Supermarkets Gift-with-Purchase Promotionsnal Product for your next Campaign
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Disclaimer
This blog space is where DTC shares with our readers the Marketing Premiums, Promotional Products, POSM merchandises & Advertising Campaigns that we have come across in the industry. DTC does not advocate any brands or products mentioned in the blogs.
