In the new chapter of "buying food to return pearls", the new marketing means of coffee and milk tea brands, the gift is even more fragrant than the drink!

Lucky launched the Coconut Cloud latte, all scrambling to place orders. But how many people buy it for that smell? The sharing of many netizens on Weibo has said little about the flavor and taste of the drink, and more about the surroundings that are given out with new products, such as cup covers, paper bags and so on. There are also some netizens who feel sad because they did not get the joint name of the new product.

Think about it, when I was in primary school, I bought crispy noodles only for the card inside. Is the scene very similar? There is also a clip of "Foreign wife and Local Lang" engraved into the bones of Cantonese people. Tianyi bought two boxes of crisp noodles for his classmates. The package was opened, but the noodles were not eaten, but in order to collect hero cards.

I do not know since when, the packaging of coffee and milk tea also began to pay a lot of money. As for milk tea, I put on my aunt's milk tea suitcase, a little milk tea bag, a flower hairpin for books burning fairy grass, a cherry blossom straw cap for CoCo, and a canvas cup cover for Gu Ming.

Coffee also won't give up. Some netizens share coffee-flavored candles that come with freeze-dried coffee powder on Little Red Book; some coffee brands even give away cups; refrigerator stickers for horse-box coffee; Tims's limited edition wool change wallet; MANNER's accompanying cups, co-branded bags and perfumes, and pendants that come with drinks.

Looking at the surroundings of more and more brands, think about it and speak out boldly. Who is the first thing that comes to mind?

Code workers can think of Starbucks, the difference is that the surrounding Starbucks is to be bought with money, the price of a cup is not cheap.

With the internal volume and cooling of the tea industry, new tea brands have to think of more ways to attract the attention of customers. The development of new periphery, with a variety of gadgets to add a lot of gimmicks to the product, has also become a good choice. A hairpin that costs a few cents can attract a large number of consumers to come to spend a cup of milk tea, which is indeed a smart marketing tool.

Some friends, have a drink today and have a drink tomorrow. In this way, what about the accumulated periphery? This side of the box is constantly hoarding and hoarding, and the other side is put on Xianyu waiting for the next collector to come and sell.

From a psychological point of view, in such a competitive era, sales promotion has become an important factor for consumers to buy goods. Compared with the traditional promotion methods, they pay attention to the coupons and discount coupons used in money promotion, and their promotion effect is relatively short. If you use too much money promotion, it will fall into price competition and damage the image of the product brand.

As a way of non-financial promotion, free promotion allows consumers to obtain goods at a free or low price as a reward for their purchase of products. Gift promotion because of its "product + gift" combination form, the first impression to consumers is "more cost-effective", let it have the illusion of "fleece", which can effectively stimulate impromptu purchase. On the other hand, gifts can also strengthen the image of the brand to a certain extent.

Merchants are also thinking hard about the products promoted by free gifts. Through the integration of practicality, aesthetics and consumer psychology, the product and the surrounding packaging can bring unexpected publicity effect for the brand.

The "return plan" launched by three-and-a-half coffee allows users to take empty coffee cans to offline recycling points at a specific time, so that they can exchange for new coffee and limit the perimeter. Caused many netizens to take pictures and punch in their recycling actions on the Internet, bringing a wave of traffic to the brand.

In addition, brand products in the design, pay attention to aesthetics and practicality, in the social media platform can find netizens using small jars as shooting props, potted plants, etc., develop new uses. And bring to the recycling point to participate in activities, but also bring a unique consumer experience for consumers, but also for the brand to bring a new image such as environmental protection.

In the end, how much of your collection is a gift you received when you bought coffee and milk tea?

Photo Source: Internet

For more information about coffee beans, please follow the coffee workshop (Wechat official account cafe_style) and exchange professional coffee knowledge. Please add Wechat account kaixinguoguo0925.