What is Gift With Purchase? And how to create a powerful GWP strategy

Ever pondered on how to boost sales without slashing prices? The answer lies in a well-executed Gift With Purchase (GWP) campaign. 

At Good Things, we specialise in completely customisable, bespoke products, and we regularly witness the power of GWPs in driving conversions and building brand loyalty. 

If there’s one thing we all know about sales and marketing—everyone loves a freebie. We’ve all gone the extra mile to reach that free shipping threshold, and a free gift is even more enticing.

But before we get ahead of ourselves, we should clarify a few things. 

What is a ‘Gift with purchase’?

Exactly what it says on the tin, ‘Gift With Purchase’ means consumers receive a free product, experience, or branded merchandise when they meet specific purchase criteria. This robust sales and marketing tool adds value without discounting your RRP. Estée Lauder pioneered this strategy in 1947, offering a free cream-based powder with every purchase; the Saks Fifth Avenue’s inventory sold out in two days. Today, GWPs continue to drive excitement across industries.

What are the benefits of Gift With Purchases?

When done right, there are bountiful reasons to consider investing in a GWP campaign. Here’s how it can transform your results:

• Boost conversions: Drive immediate sales at the point of purchase
• Increased customer engagement: Encourage customer interaction and brand visibility
• Foster brand loyalty: Build long-term customer relationships and repeat business
• Competitive differentiation: Set yourself apart with a unique offering

GWP campaigns could be the way to go to increase sales, enhance customer loyalty, or create a point of difference with your competitors.

How to craft a winning GWP strategy

1) Abundantly clear objectives

Before brainstorming any ideas, we want to clarify the campaign’s objective. Understanding the overall objective will help you determine whether a GWP Gift campaign is the right tool to achieve it.

2) Answer the audience

Now that we’ve got your goals in tow, let’s focus on your customer. A successful GWP campaign hinges on its ability to resonate with your target audience, so consider what they do, their habits, your customer profiles and what motivates them to purchase. By deeply understanding your audience, you can select a GWP that genuinely adds value to their lives and encourages them to purchase.

3) Take it into account

Knowing your budget is key to nailing your Gift With Purchase campaign. If you’re bound to a budget, divide your total budget by the number of units to find the cost per unit. You may go up or down depending on what you see, but at least you have a ballpark on where to start. 

4) Tell us the turnaround time

Custom products are entirely unique, something your customers have never seen before. So, when does your GWP promotion need to go live? We recommend taking that date and working backwards at least four months. The more lead time you have, the better the GWP we can curate. If you’re limited on time, an express gift with purchase is always an option. However, a larger lead time means custom gift with purchase products are on the cards. 

5) Find the right fit 

With all the above in mind – objectives, audience, time, and budget – you finally know the bounds your Gift With Purchase must fall within and now you need to find the most desirable gift. You want to find something unique to your specific brand without going against your brand identity. When a customer sees a product that is not only different but can only acquire the GWP product from you, that’s what makes a GWP successful in converting customers into returning, loyal, and life-long customers.

5) Curate the GWP content

Now the GWP offer is in the works, the next step is to create eye-catching marketing materials. Get all those assets ready from eye-catching graphics to try the right copy for the campaign. Leverage your email list, tap into the power of social media, and spread the word across your website to showcase your campaign. (Did we mention we have an in-house studio?)

6) Set a state of scarcity 

Add a timed deadline to create more urgency and get the people to take action now. Or provide a limited quantity only to give your Gift With Purchase campaign that sense of exclusivity. Whichever road you go down, make the target audience well aware that they need to act fast to obtain your GWP.

At Good Things, we create captivating GWP campaigns that resonate with your target audience and drive results. Our team is here to help you nail your Gift With Purchase campaign by designing and delivering a product that represents your brand’s personality.

If you’re considering running a Gift With Purchase campaign, get in touch and let’s make it happen.