51% of the population knows what a GWP is... should all marketers?

Certified Consultants Network - Every Woman Loves GWPs - how about you?

Certified Consultants Network - Every Woman Loves GWPs - how about you? — Thu, 25 Sep 2008 20:39:01 GMT

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CCN - Certified Consultants Network - Every woman loves GWP... how about U ?

CCN - Certified Consultants Network - Every woman loves GWP... how about U ? — Mon, 08 Jan 2007 10:54:40 GMT

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re: 51% of the population knows what a GWP is... should all marketers?

randomguymike — Wed, 01 Nov 2006 20:54:27 GMT

Well, I know this is an older topic, but I've found this blog as part of my MS pre-interview research prep and will likely feel compelled to make comments on certain old topics as I go through.

The GWP is used a lot, in practice. All BOGO offers are really GWP's, you just get another of what you bought for free. Working in the food/restaurant area I see these all the time too. A great example is the Free Brownies from Domino's wih purchase or Free Breadsticks with the order of a pizza at menu price with Papa Johns.

Also, in sports marketing this is huge. Go to a Detroit Tigers game, and you can get a Carlos Guillen Bobbleead for free when you buy a ticket. You'd be surprised how many people will be drawn to the event based on the crazy trinket they give away.

Anyway, great blog and I apologize for commenting on old topics, but it provides nice break form learning about every obscure fact and tidbit I can dig up about Microsoft in the next 50 hours and 8 minutes.

Free advice from expert bloggers

The Net-Savvy Executive — Wed, 11 Oct 2006 00:01:50 GMT

David Armano is a Creative Director at Digitas, where clients presumably pay the big bucks for his creative ideas for business. Today on his blog, he offers a free sample for hospitals, based on his experience getting an MRI. David...

re: 51% of the population knows what a GWP is... should all marketers?

Paul — Fri, 29 Sep 2006 03:41:16 GMT

You ask why the practice of GWP has limited application. It has to do with demographics and psychographics. Basically, it doesn't work on everyone.

For instance, I could care less about a GWP. My preference would be that the seller reduced the price by the amount of the "gift". If it is something I would have purchased anyway, of course I'll take it, but it doesn't engender loyalty, or motivate me to make the purchase or to spend more or to buy again. Therefore, a GWP would be a total waste as a marketing tactic for someone like me.

I believe you see a lot more of this with products sold only to women, and generally (although I hate to generalize) women are more receptive (susceptible) to this tactic.

On the other hand, I am very receptive to good smells. I love going into stores at Christmas with all the great food smells, and cinnamon especially, wafting through the air. Smells have the ability to change your mood even faster than music I think, and most people aren't even aware that it's being done to them. Very subversive (or is it subliminal?).

re: 51% of the population knows what a GWP is... should all marketers?

J.J. — Thu, 28 Sep 2006 21:28:01 GMT

About the scent, I read somewhere that two theaters in Japan have seats/chairs release scent in accordance with movie scenes. One specific movie mentioned is the epic New World, starring Colin Farrell and the beautiful 15-year-old actress Q'Orianka Kilcher as Pocahontas. I wish I had watched New World with scents. It would have had definitely improved my experience even more.

Indeed brilliant. Humanbeings respond to smell, as much as to music if not more, physically and emotionally. I mean, people associate music or tones with their experiences, period of life, romance or hardship etc. When I visit places from childhood, I instantly recognize the smell and sentiment related to it. Before we start to eat, the smell of food can stimulate our tongue. And certain smell can relax people or even mesmerise...

J.J.

re: 51% of the population knows what a GWP is... should all marketers?

J.J. — Thu, 28 Sep 2006 21:03:12 GMT

Heather, I am not in cosmetic industry but just want to offer my two cents here. I think how the product is promoted or tested is related to product, distribution, usage and customers. Cosmetic as a consumer product sold at retail, so point of sale promotion is effective and high margin makes this model sustainable (: compared to low price, fast-moving grocery products). In addition, cosmetic can be easily given to friends and families as Nice presents even when one doesn't know whom they'd give to (: vs clothes which have to be tried therefore can't purchase unless one is sure of size and style etc.), in a sense, it is relatively low involvement. Also, word of mouth, especially, word of women's mouth is Powerful. You know, Women talk and they like to share their experiences and recommend beauty products to people they know. They also do so by buying free products for their friends. Who would not want a leopard print Lancome cosmetic bag filled with cute mini-travel size lotion, cream, eye shadow, mascara and lipstick?

Another perspective is when a model is proved effective, competition copies it. So it spreads to the whole industry. On the other hand, when something is not tested in a industry, marketers are skeptical about the outcome. Basically, most people are followers and lack original ideas.

It is good to hear Vicki used to be a Lancome representative. I am a big Lancome fan. Lancome and SK II are my favorite. Lancome shimmering poudre applied on top of foundation powder can make your skin look like the models in Vogue - a beauty tip for Heather and all the girls here :-)

J.J.

re: 51% of the population knows what a GWP is... should all marketers?

HeatherLeigh — Thu, 28 Sep 2006 16:58:48 GMT

Nathan-sounds like a promising business!

re: 51% of the population knows what a GWP is... should all marketers?

Nathan Gilliatt — Thu, 28 Sep 2006 16:42:27 GMT

There are some guides for reputation monitoring out there. There are also a bunch of companies offering variations on outsourced monitoring services (ranging from one person with a feed reader to multi-million-dollar software and service packages). Helping companies get it figured it out is part of the business I'm working on. We're seeing more mainstream attention to the need to follow the online conversation, but I don't think the knowledge of how to do it is approaching mainstream yet.

re: 51% of the population knows what a GWP is... should all marketers?

HeatherLeigh — Thu, 28 Sep 2006 04:07:03 GMT

Tim-that is awesome! My mom and I have traded GWP products but never as a "gift". I bet the mother was surprised that they were on to her. I guess it's the thought that counts....wait, is the thought "I love you only enough to give you something I got for free" or "I don't think you are smart enough to know I got this for free"? Maybe it's not the thought that counts : )

Ben-that is exactly why I returned from my trip completely exhausted! It was fantastic! Clinique hooked me with the Berry Freeze lipstick so I know of which you speak! I can't use their skin products anymore since my skin has, ahem, aged a bit. : )