Consumers love gifts, so it’s not surprising that they’re more likely to buy a product if they receive a gift with it. Promotions like these are known as a ‘Product Plus Promotion’ and temporarily increase the value of a product – yet without affecting the price. That’s music to consumers’ ears. But setting up an effective Product Plus Promotion is easier said than done, as there are a number of important factors that influence the promotion’s success. This article will tell you more about them.
1. The gift needs to be fun, related to the product, and justify the purchase
The first important thing to think about is the gift. The premium needs to be fun, related to the product, and justify the purchase. It shouldn’t just be a nice add-on, but something that really benefits your customer. It also has to fit your product and brand. For example, a free pair of Happy Socks upon purchase of a smartphone is ‘fun,’ but not necessarily related to the product – a free pair of earphones would be more appropriate. Aside from a tangible product, you could provide a service as a premium. This could be a year’s free Netflix when you buy a television or free installation when you buy a dishwasher. The big advantage of a service as a gift is that you avoid stock risks and save shipping costs.
2. The value of the premium must be proportional to the value of the product
Secondly, it’s important that the number of product(s) the consumer has to buy is proportional to the premium they receive. In the case of fast moving consumer goods (FMCG), consumers often have to buy more than one product before they receive a premium, such as receiving a beach towel upon purchase of three bottles of sun screen. For more expensive, non-food products, consumers often receive the gift on their first purchase, such as a free JBL speaker with an LG Q60. Whatever you do, it’s important to make correct and logical choices.
3. The premium appeals to a wide group of consumers
Choosing a gift that appeals to the largest possible target group of consumers is another major consideration. This is the reason why brands often choose consumer-related items, as you can be sure that consumers who are interested in the product are also interested in the gift. We’d be happy to advise you on the right gift and help you match your product, target group, and budget.
4. The consumer must be willing to claim the premium
Another important success factor is that a consumer must be willing to take the trouble to claim the premium. More often than not, all they have to do is register online and have the product delivered to their home. But sometimes, consumers need to collect the product at the branch. The latter can result in substantial cost savings, but it does mean that the customer has to make more effort to claim the premium. A consumer shouldn’t be discouraged: if they are, there’s a good chance they won’t buy the product. So when creating your Product Plus Promotion, it’s important to make well-considered choices and make sure your registration process is as clear and efficient as possible.
5. A Product Plus Promotion needs good consumer care throughout
The consumer has bought your product and is completely satisfied with the free gift. But you should be aware that the way in which the consumer can claim and receive the gift contributes to their brand experience. The success of a Product Plus Promotion depends on good consumer care. A user-friendly registration website, clear updates, an easily contactablecustomer care team, and fast dispatch of the premium all help to ensure this. If you’re creating a Product Plus Promotion in collaboration with Desk Services, we’ll take care of the whole process for you: from creating the website and checking registrations to having our customer service field questions, and sending the gift. We ensure an optimal customer experience to suit any budget!
Want to know more?
Desk has years of experience in Product Plus Promotions, so we’d be happy to advise you on the entire process. From choosing a suitable premium to the customer service, we’re here to help you. If you’d like more information or would you like to discuss the various options, feel free to contact us!