While doing some grocery shopping yesterday I came across this point of purchase display stocked with Halloween tote bags promoting Disney’s movie Spooky Buddies. With this offer, any customer who purchases two boxes of Kellogg’s cereal receives a free customized tote bag. Note that the display was only 3 or 4 feet high, and it was right next to the sugariest of sugary cereals…I wonder who the target audience was?
This offer is a great example of how promotional products can be used as a gift-with-purchase bonus to drive more sales and get more brand exposure. Companies have no problem giving items away for FREE, simply because they know the investment will pay for itself while also delivering more ad impressions.
Kellogg’s and Disney are major brands who have not only realized the importance of marketing partnerships, but also the effectiveness of using giveaways to spark consumer interest in their offers.