When it comes to Nestle coffee, many people can't help but think of the red coffee cup! Whether in packaging, advertising or promotional activities, Nestle Coffee's exclusive red coffee cup will go hand in hand. In the eyes of many consumers, that coffee cup is no longer a pure cup, it not only represents Nestle, but also represents a coffee culture and a fashionable lifestyle. And for many years, it has always been red, and its basic shape remains unchanged, but no one will think it is out of date because it remains unchanged, and we will find a strange phenomenon. Many people will be proud to drink coffee in a Nestle coffee cup, even if the coffee is not a Nestle brand, or even there is no coffee in the cup, only boiled water.

The author also has personal experience in this respect. Out of professional habit, I often go to the supermarket. Every time I go shopping, I can't help but go to the Nestle shelves to see if there are any Nestles with cups on sale, thinking that if the special price is good, I will buy a box. In fact, I don't have the habit of drinking coffee at all, and I don't like the bitter taste of coffee. I just wanted to have that cup, but it was always uneconomical to spend tens of dollars to buy a cup, so I didn't buy it for three or four years. This wish was realized only a few days ago when Nestle launched the "Nestle Coffee Cool Red Attack-Give a Red Cup to 25 yuan" activity.

Maybe this is just a special case, but it can be seen that a good gift has a great influence on product sales and even brand building, and the responsibility of gift planning is so great! But how do most of our enterprises plan gifts? Without systematic thinking and long-term planning, without considering how to combine with product characteristics, going to the gift market to find a novel gift and printing the name of the product or enterprise is a true portrayal of the gift development work of many enterprises. It is conceivable that the gift developed from this will help product sales and brand building!

So is it really that difficult to develop a good gift? Are there any rules for the development of gifts?

Six principles of gift development

Gifts, usually called promotional items in enterprises, are items that promote product sales, which are understood from the sales level and the enterprise level. Gifts are the carrier of product and enterprise brand promotion, so gifts should follow five principles in their development:

First, it conforms to the principle of product or brand positioning. Each product has its own target positioning. As a gift, we should not only pay attention to its function of "promoting sales", but also pay attention to the consistency with the product or brand positioning. Gifts must be able to strengthen brand positioning, thus adding points to the brand. For example, products are positioned in health, and gifts related to fitness or health promotion can be developed, but gifts such as lighters are not suitable; For example, products are targeted at successful people, and gifts must be exquisite, tasteful and collectible.

Second, the principles related to the use of products. Every product has its specific purpose. As a gift, we must pay attention to its relevance, so as to make the buyer feel natural, which may be exactly what the buyer needs. For example, buy a washing machine to send an automatic hanger and a refrigerator to send a rice cooker.

Third, principles related to product buyers or users. Sometimes gifts can be developed and designed according to the needs of buyers or users. For example, buy wine and send lighters. Because alcohol is mostly consumed by men, although lighters have nothing to do with alcohol, they are a necessity for most men. For example, women's products such as beauty and body building, hula hoop or skipping rope can all be considered as gifts, but it is not very suitable to use the arm as a gift. Of course, it does not rule out that some of them are bought by men, or women give gifts to men and so on. But our gifts must consider most people and must "worship the public".

Fourth, there is a principle to promote product sales. Usually, the role of giveaway is the last step for consumers to agree with the product, but still hesitate to buy it. Therefore, gifts are ultimately reflected in the market to promote sales, otherwise even the best gifts will be in vain. In addition to the above three principles, the most important thing is that developers accumulate experience and constantly explore and improve in practical work.

Fifth, the principle of cost control. When developing gifts, we must pay attention to cost control. Before development, we must budget the cost according to the purpose, quantity and effect. Gifts are very effective, but if the cost is too high or beyond the budget, it is not desirable, because such gifts are not worth the candle and cannot be sustained.

Sixth, the principle of worshipping the masses. Gift giving must consider whether the main buyers like it or not, otherwise it is not advisable. For example, many of our liquor products like to buy wine and send lighters or cigarettes in stores, but the effect is not good. What is the reason? In fact, they don't take into account that women who buy alcohol in stores are usually housewives, and for housewives, household items such as aprons may stimulate their interest in buying more than lighters or cigarettes.