3 gift promotion techniques you must know in marketing promotion!

"Practical", "expensive enough" and "strong sense of gender". Based on these three tips for giving gifts, how can businesses use gifts/presents to impress consumers?

There is an enduring hot topic on Zhihu, called "What is the best birthday gift for my girlfriend?"

(This gift is actually good, but it can be better)

Among them, a highly praised answer caught my attention.

The original answer is very long, but to sum it up, it mainly comes down to the three points of "practical", "expensive enough" and "strong gender sense".

Let me explain it in detail below:

Practicality

Practicality means ensuring its practicality as much as possible while maintaining its "gift nature", and retaining its interest/atmosphere as much as possible on the basis of "practicality".

From the perspective of "practicality", there are two levels that need attention: one is the usage scenario; the other is the frequency of use.

1. There must be a usage scenario to establish the connection between "gift giver-gift-recipient". In addition to the scenarios where it is really useful to yourself, it also includes the scenarios where it can be shown to others.

If the gift is useless, it’s better not to give it, so as to avoid leaving a bad impression that “he doesn’t know what I want at all”.

The differences in taste and aesthetics between people may be greater than those between people and dogs, but there are always some demands that are not too different. Here you can find some "gifts that at least won't cause disgust", such as a red envelope worth 9,999 yuan or an iPhone xs max (this is just an example, please avoid me if you're a nitpicker).

Just imagine, when you receive a gift you always have to post it on your Moments to show off your charm, right? You have to send it to your besties to share (show off), right? Whether the gift you give is presentable or not indirectly determines whether you can become the center of the other person’s circle of friends.

2. On a practical basis, the higher the frequency of use, the better. The higher the frequency, the easier it is to strengthen the connection between you.

When I see the gifts, I think of you. The more I see them, the more I think of you. People tend to be more fond of things that are familiar to them than unfamiliar things.

So, from a practical point of view, music boxes, crystal balls, customized photo frames, dolls, etc. can all be thrown aside! !

Gender

Please note that the person you are giving the gift to is not a good friend, but a (future) girlfriend!

So, in addition to expressing that you are really thoughtful, this gift should also express that you really have "ulterior motives" !

The "ulterior motives" here are not derogatory, but recognition of the other person's attraction to the opposite sex, and further possession.

To put it bluntly, you have to have the awareness as a boy to say, "I just think you are pretty and I want to be with you. No one else matters except you"!

Saying something like "The moonlight is so beautiful tonight" is a roundabout way of speaking, and it's the kind of reading comprehension question that isn't even tested in the college entrance examination.

Therefore, gifts must have a "sense of gender".

This sense of gender does not mean that you have to have blatant sexual innuendos, but that the gender coloring should be obvious, such as lipstick, perfume and bags.

Gifts with strong gender connotations are more likely to awaken the other person's gender awareness and desires.

For example, even the most masculine girl will put on lipstick when she receives it, and can't help but imagine herself looking beautiful and attracting attention after putting it on.

But why don't you try a humidifier?

From the perspective of gender, gifts with strong gender connotations actually create a scene for the two sexes to interact with each other, instantly pulling two people from the normal scope of interaction into the world of "you and me" or "man and woman". And being in the right place makes you more likely to become the right person. In an inappropriate situation, if the other party has never thought about being together, how can they end up being together?

Sense of Value

Practicality is the foundation, gender sense is the advanced level, and sense of value is the real killer.

Note that the word used here is sense of value, not high price!

Spending the same amount of money may result in very different values.

• 2000 yuan earphones and 2000 yuan mobile phone;
• 300 yuan earphones and 300 yuan lipstick;
• A 100-yuan lipstick and a 100-yuan pen;

Their sense of value is different!

Did you notice?

The value of a gift does not simply depend on its price, but on its comparative price among similar gifts.

(Comparison often gives people an illusion that is inconsistent with the facts)

Happiness is derived from comparison, and so is sense of value.

If you understand how to operate the "sense of value" of a gift, you will be more likely to buy a gift that will satisfy the other person within a limited budget.

Be sure to remember this!

This is not a point of knowledge, but the fulcrum you use to pry the other party, and it is the lever you can use to gain leverage.

How to impress consumers?

Since there are traces of giving gifts to girls, how should merchants who often pretend to "fall in love with consumers" use free gifts to impress consumers?

Similarly, the following techniques can be obtained:

1. How to correctly understand the role of gifts?

In the process of communication between merchants and consumers, gifts themselves are a very effective and widely used promotional tool.

Merchants use gifts to enhance the sense of value of goods/services, making consumers feel that it is a "good deal" or "I'm getting a good deal", shortening consumers' decision-making time and reducing their decision-making costs, thereby completing transactions.

However, if gifts are used improperly, they can backfire, just like giving a girl the wrong gift and making her feel disgusted.

For example, businesses now often include cheap, low-quality and unpalatable drinks in takeout packages. Not only will these cheap drinks not make consumers feel that their orders are cost-effective, but they will also give them the impression that the store is low-end, which will reduce their desire to buy other items.

1. With a limited budget, how to give the right gifts?

1. Gifts must be practical.

Do not do to others what you do not want others to do to you. Since you have decided to give away gifts, then from the consumer's perspective, give something practical and truly valuable, rather than a package combination of low-cost items.

Never think that more is better, or more means more value. No matter how low the cost of the gift is, it is a waste if it has no effect.

Taking takeaway businesses as an example, giving a small pack of tissues is better than giving a bottle of unknown beverage. It is inevitable to get dirty while eating, so no matter how careful you are, you still need to wipe your mouth and hands. However, many businesses only provide one piece of paper towel in the tableware, which is far from enough to meet the amount of paper towels needed for a meal.

2. Giveaways must be relevant.

Relevance can be considered a step up from practicality.

Still taking the takeaway business as an example, instead of giving away paper towels, it would be better to give away a matching special side dish/soup/special sauce etc. In addition to side dishes and soups, you can also combine some of the merchant’s new product samples and conduct user market research through free giveaways. It can promote new products and obtain user feedback, killing two birds with one stone.

3. The gifts must be of high quality.

The gifts you give out must be products that you can give out without losing face. Poor quality will give people a low impression, which in turn will easily affect the sales of major products and affect the overall image of the merchant.

The quality of gifts mainly reflects the basic sincerity of the merchant. This quality not only includes the basic quality of material products, but also the sincerity of virtual goods.

Yes, we are talking about all kinds of coupons that require a lifetime of mathematical talent to meet the requirements! If you’re going to give a gift, give something that shows sincerity! You can't catch a wolf without sacrificing a child!

In short, think from the consumer's perspective, what is truly valuable to him, and to what extent can you satisfy the consumer's demand for "getting a bargain" within your limited resources.

If the costs cannot be covered, you can give up the idea of ​​satisfying all consumers and instead focus on the needs of some old customers (a minority).

The correct approach is to first explore the appropriate direction, then expand the scope of promotion, and find incremental growth from existing stock.

After reading this, if you still hold the view that “it’s just a free gift, why make such a big deal about it, the merchant must be losing money”, then I can only say that you really don’t understand the significance of free gifts as a means of promotion.

Source: South Chestnut