Gifts with purchase make for an attractive promotional tool. Take for instance, the freebies that Nintendo bundles with the Wii Fit: a gym bag, a gym towel and fridge magnets. Not only do these items complement the activity of the video game, but they also add value to the purchase in the mind of the consumer. Nintendo demonstrates a mutually beneficial marketing tactic, which rewards enthusiasts and continues to promote the Wii brand.
When consumers publicly use these promotional pieces, they are actually serving as advertising vehicles for the Wii. Diehard Wii Fit gamers create momentum for the brand when they sweat it out with the promotional towel at the gym, stick magnets on their fridges, and sport the gym tote bag around town. All in all, the idea of getting something for free delights consumers and serves as an effective promotional strategy for marketers.
For the retailer, the right promotional item greatly improves consumers' perceived values of their purchases and advocates satisfaction of their post-purchase decisions. Thus, the free gift offer builds consumer loyalty, which in turn, strengthens repeat purchase intentions and the potential for future sales increases—a “Wiin-Wiin” situation for any marketer!
