Gifts With Purchase:
Impact’s 8 Key Must-Win Moments For Brands
Gifts with purchase are a common marketing strategy and key branded moment for many businesses. Employed across many industries, they are an effective way to connect with your clients and customers. And why not? Who doesn’t love getting something extra when purchasing a product they already wanted?
Below, you’ll find out how to increase your gifts with purchase conversion and turn one-time buyers into brand advocates with the power of promotional products.
What are gifts with purchase?
Gifts with purchase are as the name suggests. That is, they are a bonus item given to your customer when they make a purchase. The gift could be tied to the product they purchase, for example, or given for purchases over a specified amount. On the other hand, the gift could be a limited time promotion tied to all purchases during the promotion period.
As a marketing strategy, a gift with purchase campaign has a range of brand benefits. Firstly, they incentivise purchases. Secondly, they build customer loyalty and show appreciation through rewarding repeat customers. Thirdly, you can increase the perceived value of the customer’s purchase. And finally, you attract new customers who are willing to make the switch for that little something extra
Impact’s 8 Key Must-Win Moments
What are they?
Over our 20+ years of branding experience, we’ve learned that the most effective brands connect with their audience in key must-win moments. Now, these moments vary across industries, however we’ve narrowed them down to the eight most common.
- Gift With Purchase
- Point of Sale Presence
- Events and Tradeshows
- Campaigns and Promotions
- Educational Campaigns
- Onboarding
- Rewards
- Calendar-Based Events
You may find that your brand focus is just one of the key moments. Or maybe your brand finds the most success in three, or five, or all of these. Whichever it is, if you can bring your brand to life in these key must-win moments, you can make a meaningful connection with your audience.
Why is gifts with purchase one of the key, must-win moments?
Like a powerful point of sale presence, gifts with purchase enhance your brand appeal at the critical decision-making moment. For many brands, gifts with purchase can be the difference between a sale and a loss to their competitors. Hence, offering a high-quality, unique or personalized gift with purchase creates differentiation. More importantly, that differentiation encourages repeat purchases resulting in greater brand loyalty and market share.
Additionally, customers who have received a gift with their purchase are more likely to spend more with that brand. Afterpay conducted a customer survey in June 2022 that shows encouraging statistics. After surveying over 1,100 consumers, in Australia and New Zealand, they found that 67% want to receive a gift with purchase. Even better, 85% are willing to spend up to $250 to receive that gift with purchase.
So, gifts with purchase are an essential part of your marketing strategy. How, then, do you make sure they hit the mark and therefore create meaningful on-brand experiences?
How to win your gifts with purchase campaign with promotional products.
Share the appreciation
Forbes reports that the number one reason customers switch brands is because they feel underappreciated. That being said, while your gifts with purchase goals may be more sales-related, a happy follow on is that your customers feel like you care. From a marketing perspective, your sales rate increases, but from a customer care perspective, customers feel like they’re seen and appreciated. Particularly if your gift is branded and on-brand. That is, it brings your brand to life for the customer.
“Gift with purchase is especially effective because it feels nice for the customer and can appear to be a reward for their loyalty.”
The most effective gift with purchase campaigns offer high value gifts that complement and align with your brand. However, understanding what your clients like and appreciate is key. For example, a gift with purchase campaign offering a slow seller as a gift does not have the same incentive as a custom-branded product that complements their purchase. This is because customers don’t like the slow seller as much as the product they’ve set out to buy. Therefore, an effective gift is one that enhances their purchased product, making it all the more appealing.
Promotional products like laptop sleeves and tech pouches, caps and apparel accessories, and stand-out stationery can be the ideal gift with purchase depending on your industry and product or service offering. The point is to be on-brand and appreciate your customers by adding extra value to their buy.
Gift lasting impressions
Branded gifts for your gift with purchase campaign ensures that your organisation is remembered long after the purchase. Useful products, like drink bottles, duffle bags, key chains and coffee mugs are constant reminders of you, your generosity and their positive on-brand experience.
Promotional products do their best work in the hands of your prospective clients. In other words, branded merchandise generates more impressions out in the world. Rather than in your storeroom or in the box under your desk.
With every use your customers and prospects flash your brand. As a result, brand awareness increases among more of your target audience and creates curiosity. These micro-impressions build on each other until those prospects research, interact with and engage with your organisation.
Create on-brand experiences.
Gifts with purchase are a unique opportunity for your brand to generate an emotional connection with your customers and clients. As mentioned, your gift should be chosen to align with your brand’s image and values. Then, by giving away a product related to your core offerings, you reinforce your brand identity and create an emotional association with your customers. This association strengthens the relationship and makes your customers feel connected to your brand on a more meaningful level.
Giving gifts is a strategy to create branded, personal experiences. We know that people connect with people. It is the act of giving that helps brands be perceived on a personal level and connect with their customers’ emotions. Promotional gifts with purchase are a vehicle to drive emotional connection. Consequently, what that product is depends on your brand values and identity and aligns with your customers’ values.
“When companies connect with customers’ emotions, the payoff can be huge…Given the enormous opportunity to create new value, companies should pursue emotional connections as a science—and a strategy.”
Gift with purchase campaigns are not just about handing out a freebie; they tap into the powerful realm of emotions. By adding that little extra value to your customer’s purchase, your brand fosters appreciation, expands its reach and deepens relationships. Connecting with customers on an emotional level makes them feel valued and part of their brand family. That connection will help them to choose your brand over competitors at the key must-win moment.
