Business people and distributors often ask that our gifts are of higher value than competing brands. Why are the end consumers not caring about it, but the effect is so mediocre? Sometimes I also ask, why do you do a gift promotion? They will all say that competing brands are doing it, but we can’t do it! It can be seen from this that the current gifts of small household appliances are completely following the trend. What kind of gifts did you use? I will use the gifts tomorrow. As a result, a large number of gifts were spent, and there was no effect. I don’t know that the gifts that manufacturers should choose are also different for their products and promotional purposes. There should be a lot of knowledge in choosing gifts, not what you give, I will give something immediately.
Let's discuss how companies choose gifts for small household appliances.
1. The classification of gifts for small household appliances commonly seen in the market
1. Products related to products: such as rice cooker for rice cooker, shower for water heater, magnetic cookware for induction cooker;
2. Use and consumption: such as buying gas stoves to get barreled cooking oil, buying range hoods to get detergent; buying electric fans to get Coke;
3.使用但不消费:如购买天然气站ve to get knives and aprons, buying an electric kettle to get tea sets;
4. Communication: such as buying small home appliances to send calendars, buying kitchen supplies to send aprons, sleeves, T-shirts; buying electric fans to send umbrellas; (all gifts are printed with the company name or trademark)
5. Virtual category: If you buy a certain brand of electric water heater, you can get a service gold card (the warranty period is extended by 2 years); buy a telephone to get an IP phone card;
Before discussing how to choose gifts for small home appliances, the author emphasizes that companies must step out of the misconception that "the gifts are given to you for nothing, and what to give is up to me." To recognize and choose gifts from the perspective of marketing. From a marketing perspective, gifts are one of the four major promotional strategies-one of the "business promotion"; it refers to a relatively large target market that can quickly generate purchases in order to stimulate the needs of buyers Behavior and, to a certain extent, the promotion of product information and corporate image dissemination.
2. Basic principles for choosing gifts for small household appliances
1. The principle of correlation
The principle of correlation is that the selected gift is related or complementary to the product itself, that is, consumers need or must have the gift before they can use or better use the product. For example, the purchase of an induction cooker will give you a free magnetic pot; the purchase of a water heater will give you a shower and a safety valve; the purchase of an electric rice cooker will give you a rice cleaner; the purchase of an electric kettle will give you a tea set.
The purpose of choosing related gifts is to make consumers think of the products when they see the gifts, and then think of the corporate image of the product, which has the effect of spreading corporate products and brand image.
2. The principle of practicality
The principle of practicality is that the gifts given to consumers by enterprises must have actual use value, so that consumers will think of the use of the gifts when they see the gifts, and create a sense of value for the gifts. For example, consumers who buy electric rice cookers and stoves will give away barreled cooking oil and knives; consumers who buy electric water heaters will give away showers, and consumers can take a shower immediately after they get home, without having to go to a hardware store to buy showers;
The purpose of choosing practical gifts is to make consumers feel that the gifts are a real thing, and feel that they have spent one product's money to buy two products, the "value" of this money; Products generate loyalty, generate secondary purchases or recommend relatives and friends to purchase.
3.The principle of convenience and ease of use
The principle of convenience and ease of use is that the gifts of small home appliances must be small, easy to handle and easy to use; at the same time, the gifts are products that ordinary consumers will use, and even if they are broken, they will be repaired without long-term after-sales service; , Since small household appliances are small in size, it is not easy to choose large and difficult products when choosing gifts for small household appliances. Generally, the volume of gifts is not easy to exceed two-thirds of the product itself, so as to avoid the feeling of overwhelming guests.
The purpose of choosing the principle of convenience and ease of use is to make consumers feel that the company is thinking about them everywhere, because consumers consider the small size of small home appliances when they plan to buy small home appliances, so they just bring a bag or bicycle. . If a consumer rides a motorcycle to buy a rice cooker, and you give him a plastic seat, which makes him unable to take it home and is distressed or hits home, think about the consumer’s mood Looks like? Even though he was more than happy because he gave a plastic seat for free at the time, I am afraid that this kind of happiness has already reached nine nights?
4. The principle of commonality
The principle of commonality is that the gifts you give to consumers must be used frequently or often seen by consumers after taking them home. only in this way, the company name and product category printed on the gifts can be seen by other consumers. , Play a role in dissemination.
5. Novelty principle
The principle of novelty is that the gifts of products should be outstanding, and it is best not to pick the products that are being sold in retail stores; the gifts require advertising companies or gift companies to design and produce specifically for enterprises, so that consumers feel that although the cost of gifts is not very high, there are A strong sense of value, and the corporate brand, trademark or logo should be printed on the gifts to highlight the uniqueness of the gifts; at the same time, the gifts also require good theme ideas and communication with the product. Of course, I emphasize one point here. The novelty and creativity we are talking about is that the gifts are unique and can arouse consumers' feelings and purchase consciousness; they are not surprising or even embarrassing.
6. Seasonal principle
The principle of seaso主要代表是,礼物的选择必须对应to the season, and there should be a difference between gifts in winter and summer; otherwise, consumers will feel that your gifts are redundant. At the same time, try to choose cool colors when choosing gifts in summer, and warm colors in winter. The author saw a yellow inflatable seat as a gift for a certain brand of electric fan at May 1st, and the result was mediocre. The hot summer is annoying enough, and if you send a yellow inflatable seat that big, it makes people even more annoying and disturbing! Not to mention interest or allure.
7. Quality principle
The principle of quality is that the quality of gifts is always the first. No matter the number of gifts and the value of gifts, you cannot choose defective or inferior gifts as gifts. This is an iron law and cannot be changed at any time. Because the quality of the gift not only represents the quality of the gift itself, but also the quality of the product itself and the quality of the corporate brand image. Because once there is a quality problem with corporate gifts, consumers will immediately think that the corporate products are definitely not much better? In turn, it degrades the corporate brand image.
8. Value principle
The principle of value is that although the cost of the gift you choose is not high, it is of high psychological value to consumers. For example, let the family display gifts signed by the corporate boss. What I want to say here is that the true value of gifts cannot be too high or too low. Too low is not attractive to consumers, and the value is too high, which directly increases the cost of sales. Consumers will also give up buying because of "wool out of the sheep".
Three, the flexibility of choosing small home appliances gifts
The above mentioned several basic principles for the selection of gifts for small appliances. At the same time, since the gifts of small home appliances are different from those of big ones, there should be great flexibility in choosing gifts, and the above principles should not be set in stone or strictly followed.
1. Due to the different purpose and time of promotional activities, different gifts are selected
If the main purpose of this promotion is to increase sales, choose some gifts that most stimulate consumers' desire to buy and are practical; such as gift bags, knives, cooking oil, hand warmers, cola, etc. Think about it, in the hot summer, the temptation for consumers to buy an electric fan to send a sheaf of cola is far greater than to send a bag of washing powder; in the cold winter, it is more useful to send a hand warmer, especially for consumers with children. This demand.
If the main purpose of this promotion is to improve the brand image and play a role in communication, then choose some gifts (printed with the company name or trademark) that consumers often or can take outdoors, such as umbrellas, aprons, calendars, etc. Because these commodities are generally placed in conspicuous places or frequently used, they can effectively play a role in dissemination; these gifts must be printed with the company name or product (trademark) logo. But I emphasize here that companies generally do not choose T-shirts with manufacturer or gift logos as gifts (not including uniform work clothes worn during store celebrations or opening). Although T-shirts can play a good role in dissemination in theory, in actual life, very few consumers wear gift T-shirts, because in people’s minds, it seems that people wearing gift clothes are poor, and there are Feeling of low status. Therefore, basically no one wants to wear T-shirts with gifts.
2. It is not necessary to consider all the above basic principles when choosing gifts
The above-mentioned原则是基本原则和for reference only. Sometimes the two principles are contradictory. For example, if you choose a related company, you cannot choose a communication, and if you choose a communication, you cannot choose a related company. Therefore, in the specific promotion theme, the enterprise chooses gifts flexibly according to the promotion focus.
3.The flexibility of choosing gifts does not mean choosing randomly or copying others' gifts
In fact, this (gift to follow suit) is currently the most common problem for enterprises and businesses. I will follow what others give; these people have no idea what the gift is for, let alone how to choose the gift.
In short, when selecting gifts, companies must have principles to follow and be flexible according to their own circumstances. only in this way, the gift you choose can achieve the promotional purpose you want, and can avoid the distress of gift promotion encountered by the salesperson at the beginning of the article.