Gimmick

A gimmick is a novel device or idea designed primarily to attract attention or increase appeal, often with little intrinsic value.

The origin of the term "gimmick" is uncertain.

The term gimmick may also have resulted from alteration to the word gimcrack,

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Examples

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In marketing, the use of gimmicks can be an important part of the sales promotions effort. However, finding a successful gimmick for an otherwise mundane product can be challenging, as it requires some effort to match the promotional objectives with the gimmick, and select items which will ideally contribute to enduring brand recall.

Many different types of gimmicks are used in sales promotion and product design. For example, toothbrushes are often given certain gimmicks, such as bright colors, easy-grip handles, or color-changing bristles, in order to appear more interesting to consumers. This is often done in an attempt to appeal to children, who are often more interested in the gimmick than the product.

Musicians often adopt visual gimmicks that do not affect their music.

• Special Design Features, e.g. toothbrushes that change color when they are about to wear out (signaling that the consumer needs to repurchase)
• Novel packaging, e.g. packaging that has residual value once the original contents have been consumed, such as a jam or coffee jar that can be reused as a drinking vessel or storage container
• Add-on gifts or giveaways, e.g. toys included in children's fast food meal packs, covermounts on magazines, toys in cereal boxes
• Any novel or unexpected sales promotion

Failed gimmicks

In 1992, the British division of The Hoover Company launched a disastrous promotional campaign which promised free airline tickets to purchasers of its appliances. The division lost £50 million as a result and was eventually sold.^[8]

In 1997, certain Polish

Look up gimmick in Wiktionary, the free dictionary.

• Marketing strategy
• Publicity stunt

References