It’s Friday, it’s almost the weekend, and you have just remembered that your gin parlour is empty. (Check you, gin parlour, eh? Somebody’s doing well.)
You nip to your local independent booze shop where you are greeted by a wall of gin. As you reach to pick up a bottle of your usual, something else catches your eye. A fancy display featuring Beaumont Gin, alongside a sleek, branded highball glass. A sign screams BUY BEAUMONT GIN AND GET A LIMITED EDITION GLASS, ONLY AVAILABLE WHILE STOCKS LAST. You’d better buy one now, before it’s too late. Before you know it, you’re back home, with your feet up, enjoying a delicious Beaumont G&T from your shiny new glass.
What just happened? You were hit with a sales and marketing tactic called Gift With Purchase, my friend.
A Gift With Purchase (GWP) can attract new customers and convert to a purchase. While other marketing tactics, such as coupons or discounts, can take away value from a product, a GWP will add value to it. You’re giving the consumer something extra for the same price.
The value to the consumer in the above scenario = a free vessel from which to enjoy their beverage, and a pinch of smugness at being one of the few people who managed to blag a limited edition item.
The value to you? Well…
- You’ve increased your brand visibility by making your product stand out in a crowded market.
- You’ve also lengthened your brand visibility. Yes, the bottle will eventually be emptied and binned, but the branded glass will linger. It might even be used by a friend of the consumer, who may ask questions about your brand, which could evolve into a sale.
- And, of course, you’ve boosted sales!
It’s a win-win for everyone.
So, what should you consider when organising a GWP campaign?
- Choose the right item
It’s best to go with a gift that complements the product you are selling; glassware and alcohol go hand in hand. Choosing a random item will only confuse the customer, so you need to make sure you can connect the gift to your product.
These playing cards we produced for King’s Ginger added value for the consumer by providing them with delicious cocktail recipes alongside a game to play with friends while sipping their drinks.
- Market the promotion
Having a GWP is great, but how will anyone know it exists if you aren’t shouting about it? Advertise and make sure you frequently post about your GWP on your social channels.
- Use the right words
Emphasising timings using phrases such as ‘Limited Time Only’ and ‘While Stocks Last’, create a sense of urgency, adding a little bit of FOMO. This could prompt an impulse buy. By using words like ‘Limited Edition’ and ‘Exclusive’, you are making the consumer feel special. And who doesn’t want to be made to feel special?
Most importantly, don’t forget to add brilliant branding. Top tip – if you have similar products in your portfolio, why not use the main brand name on your GWP rather than having different gifts for each product?
This glass we produced for Death’s Door Spirits can be used as a GWP across their whole range of spirits. This saves the brand time and money; when stocks of the glass run low, they just need to reorder one design!
Looking for some branding ideas? Not sure what item would perfectly complement your product as a Gift With Purchase? Contact us today and we can work together to find the perfect gift to suit your brand.