Irish beer brand, Guinness, is promoting St Patrick’s Day merchandise with this eye-catching Shamrock green display poster featuring a promotional offer. With a poster this vivid, it will surely attract the attention of passers-by!
This promotion by Guinness, announces that with every purchase of three pints of Guinness for $45 you will be given celebratory St Patrick’s Day Merchandise, and this merchandise is either a hat or a T-shirt. This St Patrick’s Day merchandise makes a good incentive product as customers, for such a widely celebrated Irish Saint day, will want to get their hands on both products to show their patriotism.
The promo poster itself also shows five pints and hands in the poster, showing that this is an event for people to celebrate together with friends. As such, there will be a lot of Guinness pints purchased and that means a lot of promotional merchandise handed out, overall increasing their sales.
St Patrick’s Day Merchandise- Why is it a Good Marketing Technique?
- Increase brand awareness. Free merchandise is a great way for increasing brand awareness, as people, especially if it is for a recurring event. will re-use it in the future. T-shirts especially are extremely useful to wear as a spare item of clothing even after the event. Which means other people will be exposed to your brand. Just remember wearing hats are also sure to attract attention!
- Perceived value. This St Patrick’s Day merchandise is an easy way to spread the cheer of St Patrick’s Day and also for other events/celebrations. Even if you aren’t Irish, promotional merchandise is an excellent technique for making customers feel a part of the celebration. If you make people feel a part of the party they will value your brand more positively.
How could this promotion be improved?
- While this actual poster is bright and grabs attention, it does not however show the customer what the T-Shirt or hat actually looks like. When promoting, it is important to make the customer aware of what you are exactly offering them by using the product pictures on display and showing them in pictures on posters.
This will allow customers to decide if, for example, they want to receive the gift, or which they would prefer to have.
- Using an in-premise display to actually promote your product would further increase your awareness. This way can see for themselves what your product looks like, and a bigger display will surely grab more attention. The greater the attention, the greater your sales and brand exposure.
Back in 2011, Pimm’s did an excellent summer Brand Activation Campaign for their branded merchandise. This display had positive results due to its summer theme and catchphrase ‘It’s Pimm’s O’ Clock’, even to the point that all posters and T-Shirts for example adopted it in its design.
Guinness could think also do this kind of merchandising and promoting for St Patrick’s day by offering displays and creating more Irish-themed merch and promoting them. This would increase brand awareness, popularity, and is great for sharing on social media to promote the current promotion. Furthermore, Guinness, like Pimm’s have done, could add their slogan to these products.
If you are looking for ingenious St. Patrick’s day promotions, then you might want to check this blog out:
Why Beer Brands Participate in Celebrating St. Patrick’s Day
You may have noticed that St. Patrick’s Day is more than just a special event to commemorate the Irish priest St. Patrick, but it is also a day to be merry and drink a ‘plenty. But why is it such a great deal for beer brands?
The feast of St. Patrick usually falls during Lent season so Christians are allowed to set aside their Lenten restrictions for one day. Thus, this evolved into a day where people just let loose and drink lots of beer. Today, it has become more than just a celebration of the life of St. Patrick, but it also became a day to celebrate the vibrant Irish culture.
Wishin’ you a wee bit of fun and a lot ‘o’ luck on St. Patrick’s Day, March 17th!
Where Does ODM Come In?
If you’re interested in creating interesting drinks promotional products and event merchandise, then please get in contact with ODM. Our design team can assist you in creating your own celebratory event and holiday merchandise, that you can use to promote your brand. For more merchandise and St Patrick’s promotion ideas feel free to look at some of our other blogs.
Other Beer Related Blogs
Have you seen this iconic St. Patrick’s Hat by Guinness Singapore?
This is a classic example of brand marketing using promotional merchandise. Find out why this tried and tested formula is still effective.
Check out this ingenious Halloween Promo by Guinness: it’s a shadow-shaped coaster! Nothing screams Halloween than these coasters, right?
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Frequently Asked Questions :
When is Saint Patrick's Day?
St. Patrick's Day falls on every 17 March
What is a gift with purchase?
A gift-with-purchase is a sales promotion strategy brand managers use to encourage impulse purchases. It gives customers an added value by offering a gift for purchasing their product. The gift is usually different from the core product, but is ideally complementary to the product.
What is a redemption gift?
Redemption gifts are a form of gift-with-purchase. Unlike on-pack promotions, redemption gifts are usually redeemed at the counter or directly liased with the company.