But can giveaways and promotional items provide new customers?
If you are sitting at your desk right now, there is a good chance that at least one of the pens within reach of a company.
A promotional gift! Great, but ask yourself the following:
Are you a customer of the company? Do you even know what the company sells?
When I look at the ballpoint pen to my left – Dolomagon® – the answer is a clear “no”.
Nevertheless, the ballpoint pen seems to be the most popular promotional item.
And although factors such as brand awareness should not be underestimated, it is questionable whether ballpoint pens provide a massive ROI.
Likewise, no customer will be overjoyed if you enclose a ballpoint pen with the order. The most common reaction is an indifferent shrug of the shoulders.
Who gives away articles, which have no value for the presented one, can donate its advertising budget also equal.
Perhaps you have already noticed yourself how you avoid promoters at trade fairs because you don’t want to carry around a poison bag with useless articles all day long.
Nevertheless, giveaways have a huge potential and should not be underestimated.
Because correctly used, customers connect your offers with positive emotions and buy again and again.
Online marketers are aware of the power of promotional gifts. The effectiveness is even scientifically proven.
The law of reciprocity is a basic human principle and can be explained briefly with “Like you to me, so I to you”.
In his book Influence, Dr. Robert Cialdini explains that reciprocity is deeply rooted in the human psyche. One of the examples he uses in his book is the Hare Krishna movement.
In the 1970s, they stood in crowded shopping streets and “gave” flowers to people passing by.
Although most people reacted annoyed by this gift, many donations could still be collected for the organization.
Not because the pedestrians suddenly became Hare Krishna fans, but simply because it feels bad to take something and give nothing back.
Vladislav Melnik, the founder of Chimpify, gives another example:
Can you perhaps remember the last time you picked up a bite to eat at the supermarket?
How did you feel afterwards?
Maybe you felt like you owed the nice lady or the nice gentleman something now. And maybe you took a pack of the cheese with you.
Even if you didn’t really like it. You had a feeling of guilt. She did something for you. Now you have to do something for her.
If the law of reciprocity is used to inspire existing and potential customers with your own shop or product, you can build up a loyal customer base.
Without a ballpoint pen.
There are plenty of examples where giveaways and promotional items have not only increased customer loyalty but have also attracted a lot of new customers.
Basically, any form of marketing is about one thing:
To gain the attention and trust of potential customers in order to build a relationship.
But as the competition in e-commerce becomes stronger and stronger, it’s not that easy.
For this reason, you will find here…
Strategies that you can use to transform interested shoppers into loyal customers with the help of giveaways and promotional gifts.
Each of these strategies can be implemented quickly.
Whether you combine them with each other or use them individually is up to you.
Read through the giveaway ideas and consider how they can be used for your business.
Each of them has the potential to increase customer loyalty (and sales). Try it out!
Let’s do this:
Giveaways that make your customers smarter!
You can use this giveaway strategy to attract the attention of potential customers, but also to increase the conversion rate.
Using an example:
Suppose you focus your shop on one industry, e.g. golf.
As in any other industry, you are not the only supplier selling golf equipment. Also, the prices will hardly differ from the competition.
So how can you ensure that customers buy from you and not from your competitors?
You may already guess the answer: Give something away!
Although every golfer would be happy to get 5 golf balls for free with every order, this reduces the turnover massively.
Wouldn’t it be much better to give something away that doesn’t negatively influence your turnover, but is nevertheless perceived as valuable?
Before you ponder for too long what that could be, I’ll tell you the answer:
Give away an e-book, mini-course or guide that provides your potential customers with added value.
To stick to the golf example, the following giveaways would probably be very interesting for many golf fans:
‘The 21 most beautiful golf courses in Europe’
3 professional strategies to improve the handicap
The secret to the perfect putt
How the best golfers in the world prepare for a big tournament
Video course: The perfect tee shot
On your website and product pages, indicate that there is a free guide with every order.
Although they offer the same product at the same price as your competitors, you are now ahead.
You get something for free, the competition doesn’t.
Of course, these giveaways do not only work for golfers.
In every industry, there is potential for guides, e-books or mini-courses. A few examples:
- The 17 Best Home Yoga Exercises
- 23 delicious recipes for vegan cupcakes that your friends will love
- It will make your lawn so beautiful that even the Queen will be jealous. Tips & Tricks
- Wake up full of energy: The secret to a good night’s sleep.
- Styling tips from a celebrity stylist for the big day
- E-Book: Change your own tires. That’s it!
- Mini-course: From skateboard beginner to professional
- The ultimate holiday checklist. You have to take that with you!
- So you’ll become a better lover and make sure you have an unforgettable night.
- Just switch it off. 7 tips to become less stressful
Perhaps you already have a few ideas in mind. Alternatively, you can get support from a content expert.
As mentioned at the beginning, this digital giveaway can increase your conversion rate.
But that’s not all.
It can be assumed that an e-book with the title The 21 most beautiful golf courses in Europe is only interesting for golf enthusiasts. So you are targeting exactly that group if you run a golf shop.
The e-book can, therefore, be used by you to attract the attention of potential customers.
The procedure of this advertising campaign looks – simplified – like this
- Advertise the e-book on Facebook
2. Direct interested users to a simple landing page
3. Offer the e-book there as a free download in exchange for the e-mail address
4. Send the e-book
With a digital promotional gift, you can build up an e-mail list of potential customers, who you can advertise by e-mail and inform about new offers.
This allows you to establish a personal connection despite the anonymity of the Internet.
If you want to add a scoop, you can also offer the customer a voucher code or promotional items for the next purchase at this point.
“To thank us for your confidence, you will find a personal 15% voucher for your next purchase with us!
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