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 PAGE \* MERGEFORMAT 10 Premium MO Cheng Roubao Zi Why are our gifts into a straight line shot, return only one star the slightest, or even, never to return? The reason: We are holding a sword will not be playing on how to use the gifts to promote sales of the lack of systematic and in-depth control. Targeted gifts 1. Gifts intended use. ◇ enhance product or brand awareness. The new brand or new product listed, in order to allow consumers to experience the product usage experience, and often develop a trial product as a gift. Because of this approach has been adopted by more and more enterprises, coupled with the product quality varies greatly, the effects are therefore increasingly limited. ◇ boost product sales. This is a gift to buy the activities of many of the most immediate purpose, hoping to use to increase the attractiveness of gifts to attract consumers. ‘Buy Lay’s potato chips get tomato sauce’ is just the right mix. ◇ enhance the brand image. Large brand promotion road show activities, gifts are generally more refined, the value of a sense of strong, to reflect and enhance the brand image. Of course, these aims are not mutually exclusive, and can take into account each other, but the pros and cons must be clear. 2. Gift to send mode. If it is in their promotional activities issued by the personnel, methods can be flexible; if issued with the product at retail outlets, it is necessary to consider how gifts and products together. 3. Giveaways target population. ◇ gift of the target population should be the use of gift products that target the same consumer group. Some gifts from the product group of consumers in an attempt to attract non-target groups to buy and promote short-term sales growth, but to enhance and develop the brand consumers do not have benefits. ◇ gift of the target consumer group can be further subdivided. For example, the consumption of a product group is the 16-45 year-old woman surnamed, development for the entire t