1. Gifts should serve as brand reminders

On the one hand, many companies are troubled by their own brand communication, but on the other hand, they always ignore the small media of gifts. Therefore, on the basis of not offending customers, companies should print the brand name, LOGO, slogans, etc. on the gifts, so that the gifts can play the role of media communication.

The free gifts in a joint domestic promotion between Budweiser and Coca-Cola were clothing with the Budweiser or Coca-Cola trademarks and glassware engraved with such trademarks.

Another example is a brand of fresh milk that developed a radio with the same packaging as Fresh House as a gift, and the effect is also very good.

2. The gifts should highlight the selling points and positioning of the product

The gifts should be consistent with the characteristics and positioning of the product in order to highlight the functions and selling points of the product and achieve the dual purposes of promotion and publicity. .

Pepsi-Cola is positioned as "the choice of the new generation", and the design of its gifts pays great attention to highlighting this positioning. During the World Cup in Korea and Japan, Pepsi-Cola launched star-style cards and star information cards that were very popular among young fans. In order to collect their favorite stars, many fans bought Pepsi-Cola in large quantities.

3. The gifts must be relevant to the product

If the gifts are relevant to the characteristics or use of the product, the incentive for promotion will be greater and it will make it easier for customers to use the product. For example, if you buy bagged milk powder, you will get a powder storage tank, which is helpful to preserve the milk powder and prevent moisture; if you buy coffee, you will get a coffee cup, which is convenient for customers to drink; if you buy milk, you will get bread; if you buy a shirt, you will get a tie; if you buy a mouse, you will get a rubber pad; if you buy a computer, you will get a "hood" "wait.

Or the products belong to the same category of supplies, such as electrical appliances, household items, etc., so it is easy to find the most common points in advertising. Similar to "buy a computer and get condiments for free", putting two products that are not closely related together will inevitably take a lot of effort in promoting the event, and it will not be easy for customers to remember.

4. The gifts should not overwhelm the others

The product is the "red flower" and the gift is the "green leaf". Gifts are always designed to set off and promote products. If excessive sensationalism is used, it will appear to be overestimating the guest, and the promotional products will become promotional gifts.

The role of gifts in setting off and promoting products is mainly reflected in their matching.

① Price matching. The price of gifts is lower than that of goods, so keep a distance. It is unreasonable to buy a bottle of vinegar and receive a bottle of soy sauce as a gift. This is not in line with the principle of economic rationality and also makes customers doubt the quality of soy sauce.

②The matching of appearance and volume. Generally speaking, gifts should be smaller in size than commodities. If the gifts are too large and the commodities are small, it will appear uncoordinated. Gifts cover up the product and defeat the purpose of promotion. It is generally believed that the volume of gifts should not exceed 2/3 of the product.