1, principle of relevance
The principle of relevance is that the selected promotional items have certain relevance or complementarity with the product itself, that is, consumers need or must have such gifts in order to use or better use the product. Buy sports goods to send toiletries, towels and bath towels, and even buy melon seeds to send drinks. The purpose of this is to let consumers immediately think of the product when they see the gift, and then think of the corporate image, thus spreading the corporate product and brand image.
2. Practical principles
The principle of applicability is that the selected promotional items must have practical value. This is to make consumers feel that promotional items are really useful things, and they spent the money of one product to buy two things. Greed is human nature, especially for women, spending one share of money on two things will increase consumers' desire to buy, and these promotional items will not cause such problems, so the money is well spent. In addition, this practicality is also reflected in the customer's psychology, which is explained in detail here:
Generally speaking, the role of promotional items can be divided into two types, one is to induce customers to buy again and again, and the other is to cater to customers' greedy habits and stimulate their buying impulse. At present, some enterprises fail to grasp the mentality of customers in choosing gifts when doing gift promotion, and inadvertently make the following two mistakes.
⑴ Emphasizing the price rather than the value of gifts does not meet the strongest demand psychology of consumers.
The more expensive the gift, the better, but the more customers like it. People's mentality is so strange. It's better to send a bottle of 3 yuan's drink to ordinary housewives than a bottle of 2 yuan's soy sauce, but it's far less effective to send a bottle of 2 yuan's soy sauce to young people than to send a box of 1 yuan 5 yuan drinks. Promotional gifts's choice is not how expensive it is, but that we can choose things that can touch the hearts of different consumer groups, and when we want to promote sales, we have to look for the gifts that different consumer groups want most according to their mentality.
⑵ Gifts are just windfalls, not the source power to induce customers to buy again.
In 2008, Linyi Snack King Guazi Co., Ltd. made some children buy beautiful cards to send small files of NBA stars through gift promotion, and won a considerable share in the youth market. And some of our enterprises only want more people to buy this kind of products in advance when doing promotion, and never think about how to let consumers buy their own products many times.
For example, facing rural women around the age of 25, urban women around the age of 35, and elderly people around the age of 60, what kind of gifts can make them buy their products again and again? One is the combination of daily necessities they want, such as the hardware series in the kitchen. Second, a series of combinations of children's toys. When children want to partner with Lan Tu, Black-hearted Tiger and Ringless Pig after owning a rainbow cat, consumers will generally choose to buy products with such gifts again. Therefore, according to the psychological characteristics of consumers, it is the best choice to choose a promotional gifts that can arouse their appetite and make them buy many times.
3, the principle of novelty
The principle of novelty is that the promotional items of products should be novel and outstanding, and they should have a strong sense of value, so that consumers can feel that the cost of promotional items should not be too high, and they should be novel and not high-end, otherwise they will give up the products because "wool is on sheep".
It's easier said than done, because China is a super manufacturing country. If something sells well, there will be many homogeneous products. Even if it is novel for a few days, it will be popular tomorrow, which requires enterprises to master the timeliness of novelty and constantly innovate.
4. Seasonal principle
Summer home products should be used as promotional products in summer promotion, which can effectively stimulate consumers' impulsive consumption, such as the coolness of mat products and the dryness of towel products. To illustrate this problem, the author gives an example. A friend of mine works in a state-owned feed enterprise, with a good profit and no promotion. Later, other enterprises came from behind, and this enterprise panicked and convened a national marketing staff meeting urgently. What do salespeople have to complain about: how well people do business promotion, farmers can get a cultural shirt when they buy a pack of feed, and the dealer organizes you to take a six-day tour to Xinmatai.