We must avoid campaigns that are limited to offering a larger quantity of products at the same price, e.g. B. 20% more. “Giving away a small product no longer surprises the consumer and rarely changes the purchasing decision at the point of sale. It is better to look for gifts with more tangible products. They can be from your own portfolio, either because you want to promote them, or because you have a lot of stock, or even give away products from other companies, which is a very clear trend right now. For example the last one we did with tea brand Green Blend (by Nescafé) and cosmetics company Natural Honey. When the consumer goes to the shelf to buy a tea, she finds that she is being offered a cream as a gift. It’s two products that make a lot of sense when together. Tea or coffee with feel-good elements, such as B. a body cream. The two brands are linked to values ​​of well-being and health,” explains Mayte Expósito, who adds: “The aim of this type of promotion is to give the customer more for the same price, sharing the goal of the two brands. Synergies are created that allow both to win. Nescafé offers a free product gift and Natural Honey is associated with a well-known brand in the market like Nescafé.”

Another similar example is the one that Juan José Rodríguez tells us: “Axis Shoes (sports) joining Rexona to do co-marketing. It’s about looking for something that helps us communicate a common idea. The shoe brand takes care of the communication and Rexona for the product. They share the target group: people who play sports. And they manage to reach more customers for less money. You both win. Also the one who gives the product away, because what he should give away is not the price of the product, but the benefit. We have to calculate how much it would have cost us to reach all this publicity.”

surprise the customer
Another basic idea is to try to offer gifts that surprise the customer. Various gifts or simple things that have never been given in this type of business. A very clear example are the gadgets that Pastas Gallo recently gave away with its packaging: a fork that rotates or a spoon that blows the soup. “Products that have worked very well because they attract attention, are fun, and have utility. Or the Vodka Eristoff promotions, where a ticket could be redeemed for a Telepizza pizza. In this case, the gift is offered for the way vodka is consumed and is aimed at a young audience that drinks it in a group, and that goes very well with the gift of pizza,” explains Juan José Rodríguez.

For purchases from…
A classic that continues to work very well and directly helps to increase your sales. “For young people, fashion and cosmetics work very well. If you buy three products, we will give you a toiletry bag. Everyone likes the feeling of a direct gift and if we ask for little effort, better,” says Mayte Expósito. On the contrary, actions like Take three and pay for two or 2×1 should be treated with caution. “They are very aggressive. They work well to increase sales, but we have to be very careful with the subsequent decline. It is only recommended for very cheap products and for shedding inventory. Offering two services for the price of one to find the recipe also works well. Invite the customer to take someone else. It’s very interesting and it’s done on certain days in hairdressers, theme parks, restaurants… but with products it’s more risky for the P&L,” says Expósito.

company management