The best gift is practical gift

Offering people something for free in return for buying your products - that is probably the most common use of promotional products. There are many criteria for selecting the right free gift, here is the list of those I consider most important:

• practical and useful

• relevant to product you are selling

• high perceived value

• tasteful design and good quality look

• and all the above within the limits of your budget

There is usually not much you can do about the budget. If you are selling your product for 20 dollars you probably will not be looking at free gift for your customers that costs you 30 dollars . Once you have your budget set you can go on searching for the perfect gift.

Few days ago I found in a department store a booth running promo on Huggies diapers. The gift they have chosen - mini size terry bathrobe - is a good example of careful free gift selection:

• It is practical, bathrobe always comes handy, even for a kid. At the same time it is not exactly a product many people would think of buying. But once you see it is coming free with a product you need anyway you happily take it even if it means switching to a different brand .

• It is relevant. The size of the bathrobe suggests it is intended for the same size of people as the diapers it comes with .

• It has a decent perceived value, definitely much higher than its cost especially if produced in serious quantity.

• It looks fine, fabric is very OK, there are no obvious quality defects and the branding is such that mums and dads probably would not mind their kids running around the beach with it.

To get this free bathrobe people had to purchase 3 packs of Huggies and from what I could see they definitely made Pampers sales suffer on that day in that store .

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