Most direct sales companies limit the discount off retail price that can be offered, so distributors have to get creative when they want to offer a deal (Read HERE for why you shouldn’t offer deals regularly though!). One of the easiest ways to get around these rules – free gifts with purchase. Unfortunately, I see free gifts offered all the time that just don’t draw in customers. Why?
They’re not seen as valuable to the customers.
“But they’re free, and free is always good.” Wrong. Those gifts aren’t really “free”. You have to make a purchase to get them and people don’t want to buy something just to get junk.
Yes, those socks you picked up in the Target Dollar Spot may be cute, but are they really going to drive you to make a $50 purchase? For $1 socks? When you write it out that way, it sounds a little silly.
“But I don’t want to spend a fortune just to give something away.” You’re absolutely right. You shouldn’t spend a fortune on those free gifts. There is a middle ground.
For a free gift to be enticing, it has to:
1. Be something they care about. Socks are cute, but when you’re buying skincare, what you’re saying you care about is young, healthy looking skin. Does a pair of novelty socks match with those interests?
2. Have demonstrable value. The gift needs to have enough perceived value to drive a customer to purchase – and purchase now before the offer goes away. An easy way to do this while balancing costs is to add value in low-cost ways. Don’t just give an item, tell people how to use it and the ways it compliments what they’re buying. So the “free gift” is a product and knowledge.
So what does this look like in practice?
Here are 10 free gift ideas for beauty mavens that will actually appeal to your customers.
1. MAKEUP BRUSHES.
Give them the items they need to apply the makeup they’re purchasing. Great options are large brushes for blush purchases, concealer brushes for concealer buys, or blending brushes for eye makeup. Include an instruction card (showing how to use the brush with the products) or link to a how-to video or post you’ve made. Value: Product knowledge + brushes they can use immediately.
2. CARRYING CASES.
You have to be so careful here. Remember the no junk rule. Don’t give them a $1 cosmetic bag that doesn’t hold all their makeups. Think about practicality that doubles as giftwrap (especially around the holidays). Package in a gorgeous clutch they can use every day, a hard sided case they can drop in their purse, or a clear makeup bag they can use on their next flight. If you’re selling a bundle, then invest in a better bag – they’re more apt to make a $75 purchase for an $8 high quality bag than for a $1 kitchy cosmetic bag they’ll likely throw away.
3. EYELASH CURLERS.
Every time you sell a mascara, throw in an eyelash curler. It will give them a more dramatic look and is an obvious compliment to the product they’re buying.
4. FOUNDATION TESTERS.
Everyone hates buying foundation online because they’re afraid the color won’t work. Entice your customers with free foundation “travel bottles” (more appealing than “tester” because it says something about how much product is in it) and potentially drive more sales from your free gift!
5. TRAVEL BOTTLES.
Provide small bottles to help your customers travel with the skincare products they’re buying. Essential oil ladies do the same thing all the time with roller ball bottles.
6. WET/DRY BRUSH.
Offer one of these affordable brushes (handy to keep in your purse or car) and a few break free hair ties with a haircare kit purchase. It’s not proportionally more expensive than other gifts, given the dollar value of these orders.
7. “GLOSS BACKUPS”.
An entire strip of glossy packets your customer can keep in their car, purse, or diaper bag as “backup” in case they forget their gloss at home is low cost to you and valuable to your customers (more so than a single sample).
8. BEAUTY BLENDER.
Package an inexpensive beauty blender with every foundation or concealer order. Include an instruction card about how to use it with that product.
9. GIFT WRAP.
Especially around the holidays, offering to gift wrap orders for free and include a cute card is a great way to entice customers. Consider specialty packaging for different holidays or events, like birthdays, bridal showers, or Valentine’s Day (show photos!).
10. REMOVER.
Instead of offering a discount, offer free remover with orders of a certain size. Calculate the discount first to make sure you’re in compliance!
Alternately, you could offer entries in a giveaway for one bigger item, like this high-quality makeup organizer or brush set.
Have other ideas? Share them in the comments below! #CommunityOverCompetition
Read HERE for deal ideas you can use on Black Friday, or any other sale-worthy event!