Wellcome GWP in Hong Kong

Wellcome is probably the most popular supermarket chain in Hong Kong. If one of the reasons is their relatively cheap prices, the other is definitely their very regular promotional gifts campaigns.  The current marketing campaign is a GWP (GWP = Gift with Purchase)

Wellcome GWP - high end luggage

The most recent one is this redemption gifts campaign for travelers. Every time you buy from Wellcome, you get stickers (every sticker is one point) to collect. These points can be used to redeem one of the gift on the picture. Obviously, the bigger the piece of luggage, the more points you need.

Collect points to redeem your gift

It's actually a very good way to increase customer loyalty and get new regular customers. The first gift can be redeemed with only 60 points which is very achievable, even for non-regular clients, but it's only a small pouch. Of course, if you want to get a more interesting gift, we are all thinking about this massive red trolley bag, you need to get more points (1 point equals to 100 HKD worth of groceries).

High end gift for a very effective promotional campaign

As you can see from the above picture, the luggage proposed are of very good quality. This high perceived value and the fact that it's a long lasting item is precisely what appeals to customers. Most people would be more than happy to regularly buy from Wellcome, just to get enough points to afford one of these high end gift.

What we really liked in this promotion is that very high-end marketing gifts can actually change what people are buying. If you buy any of the "special items" highlighted in the shop, you can get 2 or 3 extra points at the cashier. Of course, these special deals are only available for the products out of the Wellcome sub-brands. Also, you get twice more points if you go during the weekend (when people are more likely to buy things impulsively because they have time).

Have you already thought about how high-end gifts can change your client's perception of your brand?

Purchase with Purchase Marketing Gifts

Purchase with Purchase Marketing Gifts are currently on offer at the HK Design Gallery.   Purchase items to a certain value and you can redeem a free bag at a really unbeatable price.

Purchase with Purchase Marketing Gifts

Spend HK$250 (Around US$35) and you can put another HK$120 on top (around US$ 16) and you get to enjoy this special PWP item.

Purchase with Purchase allows shops to have a sale or offer discounted items without discounting across the whole store and on their core range.    A PWP generally does not eat into marketing managers budget since it is generally an impulse purchase, an add on, which drives core product range.

What do you think of Purchase with Purchase promotional marketing?   We are huge fans since marketing managers can use this promotional marketing technique to increase business without eating into their budget.  For the majority of these promotions the redemption item costs less than the sales price.

Contrast this with Gift with Purchase campaigns by Jack Wills where the gift is given free of charge once customers hit certain spend targets.   Which is more effective?

Talk to us today and we could help you develop a special Gift with Purchase or Purchase with Purchase promotional campaign.

Colgate Promotion with Chocolate Rain - Toothpaste Marketing

Check out this Colgate Promotion with Chocolate Rain licensed characters.  This picture was taken in Park N Shop HK stores and shows the presentation mid alley for this toothpaste marketing promotion. There is no POS display to set up making this a simple "instant marketing" exercise with low barrier to entry or customization by store.  

Colgate Promotion with Chocolate Rain

Given that the brown cardboard boxes have no branding it is very important for the brand managers to use brightly coloured and self explanatory imagery to make clients pick this up.   Colgate do a good job with strong red packaging and see through window which shows off the in-store gift with purchase.

We feel that the marketing might be boosted by using a fun message on the outside of the shipping cartons since they are on display and blank cardboard certainly is a missed opportunity for advertising in-store.   ODM explains what is usually used for Shipping marks on this blog.

Hong Kong certainly has its fair share of Toothpaste Marketing Products.  (63 blogs as of today)   We have blogged about these in quite a lot of detail and are keen to hear from readers about anything happening in their markets.