The promotional methods and gift choices for packaging gifts have been established in Western developed countries for many years. There are numerous cases, so it is difficult to list them one by one. The following only summarizes several successful examples with outstanding results. When you think of promotional ideas, you can help stimulate inspiration.
1. Gift in the package
Good at using instant gift cereals, experienced and brilliant manufacturers. One of them is Capt. Capunch Crunch (Cap`n Crunch), which once had a perfectly gifted gift package. The old captain's crisp cereal comes with diving-related dolphin toys related to the sea, and children's food is also suitable for the needs of the consumer. It naturally helps deepen the impression of the product.
We are pleased with the promotion example of the Clinique shampoo sent gold pendant. All things in the world can be used for promotional gifts! Please see Clinique's fresh ideas, the shampoo is transparent blue, so the gold aconite in the bottle is clearly visible, of course, consumers have a deep sense of purchase, affect the impact, sales have risen steadily. The gift idea that this consumer can see is from Colombia, South America.
2. Gift on the package
On the packaging of gifts, it is advisable to increase or expand the frequency of use of the product itself. Gillette's shaving cream comes with a razor promotional campaign that tows each other and increases the use of both products.
Good Seasons salad dressings have been held for many years and have been going on for many years. This stirrer not only increases the amount of product used, but also makes the consumer feel simple and easy to use during the salad making process. The recent four seasons of salad seasoning sauce, in addition to gifts, is also accompanied by a 20 cent discount coupon for US dollars, which is even more powerful and powerful. This synergy effect can be said to be "promotion of small creative ideas and great sales force." ".
3. Packing gift
Nowadays, more and more marketers are actively seeking better ways to put all kinds of goods into the gift package. For example, Lever Brothers has launched a campaign to buy a can of Mrs. Butterworth pancake syrup, which is a free-to-use baseball star card. It is quite popular. The way of giving and advertising is very simple and clear - "Buy Mr pack. Butterworth a can, send a pack of baseball stars." (take one pack with your purchase of a Mrs. Butterworth`s).
Nestlé organises the purchase of two cans of 12-ounce chocolate dots, ie, a pack of 5 pounds of heavy sugar. Toyota Motors will give preferential treatment to customers who buy cars. They will receive seven kinds of gifts worth more than US$100 worth of US dollars, such as telescopes, watches, and cameras. Owners can choose any one of them and their ad title is extremely good. “Toyota buys a gift and is outstanding.†(Toyota buys you a gift, But what a gift).
4. Available packaging gift
This type of packaging can be used to promote the use of packaging products, usually can extend the use of goods, containers are used again and again to play the best use of gifts. Paul Masson wine is an outstanding example. The wine bottle sent by Paul Masson is the biggest reason why consumers choose the product. It is reported that many people still use it to hold Paul Masson wine, and still can not put it down.
Tang Instantly Drink Precooked Beverages to sell special glass jars to stimulate sales. The gift is provided by buying a jar of Tang Instant Breakfast Drinks in 27 ounces and a free glass storage jar for a specific period of time. In order to expand publicity, General Foods also specially printed leaflets to demonstrate various uses of glass jars through pictures to attract consumers' interest. In addition, 25 points of discount coupons are also provided. This double discount method is undoubtedly It is an excellent tool to keep your eyes on sales and increase daily.
In addition, Tang Guozhen glasses, Nestle and Mac’s coffee cups that can be seen everywhere in domestic offices, dormitories, and trains are also excellent examples of a promotional approach.
The market can be used as a gift for packaging promotions, tens of thousands. This is a fact. However, no matter what packaging style you choose to use for promotion, you will benefit from a great deal of creativity as long as you keep in touch with your gift company. In addition, when choosing gifts, do not forget the pulse of the trend and follow the times. In particular, observe the interest and movement of recent young people and not forget to vote for it. If you can really take this long-term development, new ideas and new strategies that will guide you towards success will naturally come in endlessly and inexhaustibly.
Packaging promotion principles
As with other sales promotion techniques, packaging and promotion techniques are different. It is difficult to standardize a set of rules that can be followed. In particular, there are considerable differences in the types of usage, commodities, consumer demand, etc., and the difficulty in formulating the reference principles is increased. However, after careful consideration, we have formulated some important principles for your consideration.
1. Gift value
The standard for measuring the amount of investment in the same factory is often based on the product price and profit. At present, packaging costs are higher for gifts and containers that can be used for packaging, and manufacturers are attempting to reduce the cost of gifts in and on the packaging, but the success rate is low because these gifts must be specially processed and packaged. In addition, it is necessary to pay attention to children's health and safety issues. It is best to package them to prevent accidental accidents such as accidental eating or injury. Therefore, manufacturers are more cautious in selecting gifts and packaging, which of course also limits the scope of application. In addition to these issues mentioned above, the principle of measuring the cost of gifts is specifically stated as follows:
(1) Gifts in the package: Each unit price ranges from a few cents to 1 yuan. For products such as children's foods, which have low prices and fast turnover rates, low-priced gifts are applicable. For high-priced products, You can send higher value gifts.
(2) Gifts on the package: The price ranges from a few cents to a few dollars, perhaps higher, but usually measured by the retail price.
(3) Gifts outside the packaging: The price elasticity of gifts is quite large, and usually varies depending on the sales budget of the manufacturer. In general, if the unit price of gifts is less than 2 yuan, the promotion success rate is significantly lower.
(4) Packaged gifts can be used: It depends entirely on the price of the product, ranging from a few to several tens of dollars. This is related to the promotion budget. Of course, if the consumer can accept a higher product price, the price of the gift can be higher.
2. Gift selection
Pre-event gift testing is an important determinant of gift selection. However, there are still some basic principles that apply to the selection of various types of gifts. Special mentions are as follows:
(1) Easy to understand. Needless to say, at a glance, what is it and how much it must be worth it to the customer. Because at the retail point, you don't have extra time to recommend gifts.
(2) Gifts with attractive purchases. The gifts that have been selected must be able to immediately attract customers and stimulate purchase desires. This is a good gift.
(3) Pick the brand's freebies as much as possible. A brand-free gift is, of course, much less than well-known, and it is difficult to estimate its value, and it is even more difficult to attract consumers.
(4) High quality and durability. A cheap, poor gift hurts the image of the product itself.
(5) Choose gifts that are related to the product as much as possible. Although more than 80% of the packaging, packaging, packaging and gifts, are difficult to match with the product itself, but if you can, the effect will be good, such as coffee creamer, washing machine to send detergent.
(6) Combines promotion topics closely. The choice of gifts should be tightly linked with the purpose of the promotional activities, or else they will be irrelevant, of course, the effect is poor.
The last thing to note is that gifts must be outstanding. An ordinary, inconspicuous, low-priced gift is sold everywhere on the street. How can it attract the interest of consumers? In addition, it is best not to pick up gifts that are already sold by retail stores. If the selected gifts are fairly ordinary, such as cups, bowls, cosmetic bags, etc., it is best to put your company brand, trademark, or decorative logo on the gifts to highlight the uniqueness of the gifts. In this way, the gifts can be mediocre. Magic, creating unlimited charm.
3. Regulations and restrictions
The U.S. Food and Drug Administration has strict regulations on the types, types, specifications, and dimensions of food packaging gifts to protect consumers (while protecting manufacturers) from accidental ingestion or swallowing. In particular, it attaches greater importance to the safety of children. . In addition, there are also the following restrictions, such as gift packaging methods, types of printing inks, etc., which are set out in detail. If you want to do a gift within the package, it is best to find out the restrictions on the gifts in the package according to your product category, be sure to clearly understand the details, and then launch promotional activities.
As for gifts on the packaging, the U.S. rules of federal law are more liberal, as long as gifts and products can be properly packaged to effectively prevent separation during transportation or in retail stores. Commonly used gift packaging methods include: tie with plastic tape, transparent molding, shrink film packaging, head-type packaging, rubber band tie and so on. At the same time, in order to seek publicity, of course, as far as possible, coupons or other promotional materials should be printed on the packaging or cartons to attract consumers' attention.
There are also relevant laws and regulations concerning the actual implementation of food package gifts and such promotions in China. Manufacturers who use this promotion method must be consulted before using them.
4. cost
The cost estimate for this type of promotion is easy to calculate in the form of a cost, but it is not easy to estimate if there is no cost, and the following are listed:
(1) The cost of the gift itself.
(2) The printing fee, package instruction handling fee, package material and processing fee, or the cost of other packaged gifts. Gifts donated on the outside of the package must be combined with the gift delivery fee; if you can use the gift package, you must add a special packing fee for the storage container.
(3) Other out-of-pocket expenses, including factory, transportation, warehousing, etc.
(4) If the bonus item is a coupon or a coupon, there is an increase in the expense for the gift exchange.
(5) The inventory management, early purchase, and inventory increase will affect the cost increase, especially packaging and use of packaging.
(6) Expenses for advertising items at retail outlets, such as posters, billboards, coupons, or other promotions and promotional items in the store.
(7) Media advertising fees for promotional activities.
There are also some special expenses, such as the unique gifts must obtain the right to use the trademark or the right to legal permission, especially the "patent" of goods, prohibition of counterfeiting, or through the supplier procurement, should pay special attention to the legality of gifts Sex.
5. Timeliness
Regardless of packaging, packaging, packaging, or packaging promotion activities, it often takes a considerable period of time to prepare and prepare for the market to meet consumers. Because the selection of gifts, the design and printing of cartons and packaging, and the placement of gifts are being used to transport goods to retail outlets and then to display and sell them on the shelves, this series of processes takes a long time and is time-consuming, so it should not be used as a competition. The "fire-fighting team" during the fierce battles (this type of promotion often cannot create sales miracles in the short-term, boycotting competing brands). According to our estimation, planning a worthy packaging promotion can take as long as 18 to 24 weeks on average. As regards the use of packaging, the preparation period is longer and it must be more than 4 months. It is indeed not an easy one. Easy things.
6. Ask an expert
Through the above explanations, it must be understood that the promotion of a bonus product is indeed a lot of money, but it is not easy. Taking a simple promotion with bonuses as an example, it can cost tens of thousands of dollars. If brand names are used as gifts, and they are used in goods with wide distribution and fast sales, the cost of this promotion is bound to be huge and difficult to count. Therefore, when your personal promotion experience is not enough and you are not a veteran of the 100 battles, we would like to give you a sincere advice. Please be sure to consult a promotional expert as soon as possible for you.
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