Question

Topic: Strategy

Gift With Purchase Ideas

Posted by Anonymous on 4/16/2009 at 2:43 PM ET 25 Points
I am trying to develop a compelling GWP that 1) draws consumers into the stores' shoe departments and incents them to try on my brand, and 2) feels premium and relevant but not desperate. My product is casual athletic shoes for men, casual and dressy shoes for women, both built on a comfort platform and leaning toward European styling. We're not a new brand but have been under-marketed and under-distributed so retailers may be over-catious in partnering with us. I'd like to do a consumer-based GWP and a retailer-based sales incentive program in tandem to generate some excitement in the shoe department and begin the relaunching of our brand. Do GWPs work? What does the consumer really need to be incented to come in and try on my products? What would be an excellent GWP good for both men and women? Retailers are both large upscale chains and select independents. Also, do you have any ideas for unique sales associate contests with prizing that is cool and relevant and will help them feel good about selling our products? Thanks all!
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by CarolBlaha on 4/16/2009 at 2:55 PM Accepted
    Its not that they "need" to be incenticized, but sometimes its the tipping point. Look at the cosmetic industry. There are some products I'm drop dead loyal to (just try and pry my Dior mascara from me!), others not so (lipstick and shadow). So when I looking for those, a GWP tips me to that counter. And, when its combined with a qualifying amount-- it gets me to buy more than I intended. I can't recall seeing this in the shoe industry, other than a bag (which is of poor design and quality and doesn't interest me), but the idea intrigues me. If I had to decide between two styles I equally like, and one had a GWP I would choose the brand with the incentive. In fact I think your industry could model from the cosmetic industry. My Dior (Lancome, etc) lady calls me every season, asking me to set an appt to see and try on the new colors and tells me about the GWP-- giving me a "call to action". I own over 100 pair of shoes and I have never had a shoe salesperson call to tell me the brand (style) I love, (this info is recorded and retained in cosmetics) has new spring colors-- or what is on sale. I think you are on to something that could be transforming.
  • Posted by CarolBlaha on 4/16/2009 at 3:00 PM Member
    BTW, DSW often does a GWP. I get postcards from them several times a year. I get certificates of $10 for every $100 I spend. Having that card in my hand definitely makes me stop, just to look around-- and I surely don't "need" another pair of shoes!
  • Posted on 4/16/2009 at 5:02 PM Member
    Any GWP is going to be most effective if the product being given away has your logo on it. The options available are virtually endless, so finding the right product for your promotion will really depend heavily on how much you plan to spend per piece. Did you have a budget or a quantity in mind?

    Also, have you considered doing something different for Men and Women? There are plenty of products that appeal to both genders, but offering a choice will open you up to options that are much more targeted to your audience.

    My company sells promotional products and we can have just about anything printed with your logo. Please feel free to contact me through my profile and I'd be happy to have one of our sales people put together a presentation with various product ideas.

    Hope this helps!

    -Rebecca
  • Posted on 4/21/2009 at 3:15 PM Author
    Thanks for your feedback. I'm still trying to figure out how best to work with retailers to develop true added-value promotions that strengthen, rather than cheapen, our brand. I so appreciate your help!
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Strategy)