People are different in so many ways. We come in different size, shapes and colors. We like random TV shows, food and stand-up comedians. Some of us are into PCs while others swear by Apple products. Our point is, there is hardly one thing in the whole world on which everyone can agree.
If this magical thing were to exist, our guess is that it would be a freebie. There is no better feeling than receiving a spontaneous/unexpected gift. And, if it’s free, then stop the front pages because we have a winner! Gift marketing makes a ton of sense from a business perspective for this reason. Customers can’t complain when they paid a total of $0.
Using presents to boost awareness of a brand isn’t as straightforward as it seems. There is plenty to consider, from the budget to the gift itself and the demographic. With that in mind, here are the things you should never forget.
Small Packages = Good Things
Size matters, so shoppers will love a huge, flagrant gift which is over-the-top. And, you’d like nothing more than to give it to them as long as it guaranteed a high ROI. The problem with going OTT is the cost. The price of a 4k TV set is around a couple of grand at the moment.
If there are hundreds of consumers, the amount will be astronomical.
Invest instead in the mantra that good things come in small packages. Not only will it save you money, but it’s true. Consider a corporate event for a moment. The typical gifts include stationery and USB sticks; small things that are cheap. Firstly, no one declines because they are practical. Secondly, branded items cement the company in their mind.
The next time they jot down a grocery list or backup data, they will think of the business. As far as effectiveness goes, there is no reason to splash out when the simplest explanation is often the right one.
It's Not What you Say, It's How You Say It
Sticking with the topic of small gestures, let’s move onto a gift card. Unlike a piece of stationery, there is no logo to raise brand awareness. Plus, it isn’t as if they are going to get a lot of use out of a card. People get them all of the time for birthdays and big occasions and throw them away after a couple of days. So, what’s the point of a thank you card?
The reason is that it is a reminder of how the business went the extra mile. Indeed, how it continues to go above and beyond for its customers. For the most part, CEOs and business owners don’t send out handwritten letters expressing their gratitude. An email blast may hit an account or two but it isn’t personal or warm.
A card is both of these things because it came from a busy person with a lot on their plate. You have hundreds if not thousands of things to do yet you choose to wish them a Merry Christmas. How can anyone forget this symbol?
The Theory Of Everybody
So far, the focus has been on the consumer. After all, it is they who act once they receive a present. Without a boost in their mentality, there isn’t going to be the sort of bump in sales that the company needs. Shower them with gifts and this all changes. A freebie encourages them to stay loyal and shop with you as much as possible.
In theory, there is no one else to target.
Look deeper and you might see someone who is worth investing in. Employees are wonderful exponents of gift marketing because of the knock-on effect on consumers. Consider a company car. Okay, it isn’t a present in the strictest sense of the word, but the business doesn’t have to provide a free vehicle. It’s one-hundred percent an indulgence.
With the right marketing on the side of the car, the boundaries of advertising increase. Rather than online and a little offline marketing, people see the brand wherever they drive. It may be the store or it may be at a business meeting in a different city. Either way, everyone is bound to take notice.
Novelty, What Novelty?
Unfortunately, novelty marketing isn’t as popular as it should be in the industry. Entrepreneurs are too scared of it rubbing their clientele the wrong way. Or, they are also stuck in the past to make a change. Best to stay with the status quo and hope you stand out from the crowd rather than being proactive. A word of warning: this method never works.
In reality, it’s better to be bold and try something new. Sure, it may fail but at least you can say you did something different. Anyway, do it correctly and there are higher odds of succeeding. The problem now is that the usual suspects are too common. A party or an event is a cliché in this day and age. And cars aren’t rare, either.
But, the best electric rideables fit the bill perfectly. To receive it as a gift or to see a branded one whiz around town is enough to grab anyone’s attention. That’s why novelty works well!
The intro mentioned how everyone is different. Freebies bring us together, yet they have to hit the right notes. The wrong present won’t be as effective as it could be because, well, they won’t like it. Ungrateful as it sounds, as it is, it’s the truth. Splitting demographics into sections and sending personalized gifts is a fantastic option.
What they receive is practical and useful, as well as meaningful. Plus, it’s tailor-made to them and says a lot about how you view the relationship. Demos are always excellent ways to test the waters before going live.
Are you on board the gift marketing bandwagon? How do you plan on smoothing out your strategy?
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