Purchase with Purchase (PWP) Promotions are a great alternative to the more traditional Gift with Purchase (GWP). Some key points of concern for companies using this mechanism are:
- Financial - Clients are paying to purchase the additional item. In most cases the promotion can pay for itself and the brand who offer this sell the add on product (thereby covering the costs of the promotion).
- Quality – given that clients are often paying an extra US$1 + for this promotional add on, the brand can really innovate and do something more high end. Take the example of this Heineken or Sasa Promotional Product Campaign. If the marketing department opted for free gift with purchase the budget may not have stretched much further than a keyring.
- POS – this type of promotion needs to be well coordinated with the retailer. Most importantly, the PWP will probably be larger than a GWP, so needs a Point of Sales Display or Stand. This can really help strengthening overall product placement in stores.
- Risk – a word of warning… The key risk with this promotional campaign is that if the Gift with Purchase is not well planned and exectuted, the brand gets stuck with expensive stocks. Careful planning is key.
- Sales – this promo can drive sales in same way as Gift with Purchase, but given the mechanism can create quite a bit more buzz.
Heineken Swiss Knife promo « The ODM Group said
[...] promos, on pack gifts, Promotional Products Building on the strong promotional products trend of purchase with purchase promotions a new promotional campaign in Hong Kong. Buy a 4 * 330ml Heineken cans of beer at US$4.45 and [...]
Purchase-with-Purchase Figurines in China « The ODM Group said
[...] this purchase with purchase promotion, buy any cosmetic and add 5RMB (US$ 0.73) to get this promotional figurine. With 3 different [...]
Redemption Promotional products in HK « The ODM Group said
[...] For every purchase of a large household appliance like a washing machine or an oven, customers are given options to redeem electronic items for extra cash. For example, adding an extra HKD$89 (USD$11.50) to get a Hairdryer. – Similar to the Purchase with Purchase Promotions. [...]
Purchase with Purchase Promo- Coca Cola Plate « The ODM Group said
[...] Promotional Products As the Chinese New Year festive season approaches, Coca-Cola is having a Purchase with Purchase promotion at Supermarket outlets around Hong [...]
Digital Kitchen Scale « The ODM Group said
[...] June, this makes a great gift for all those who love cooking. Suitable as an onpack gift, purchase with purchase promo to be given out as a Promo. 0.000000 [...]
Purchase with Purchase Promotion- San Miguel « The ODM Group said
[...] ·Tagged drinks, hk promos, promotional items, Promotional Products San Miguel’s recent purchase with purchase promotion was seen at convenience stores around Hong Kong. With every pack (4 Cans, 330ml) of San Miguel Beer [...]