How to Win New Customers with Freebies
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However, freebies can be a potent tool in attracting new customers and building customer loyalty. More than 80 percent of consumers say that branded freebies positively impact their overall impression of a brand.
The reason is simple: people love to get things for free. People love the power of paying for nothing, whether it’s free samples at the grocery store, trinkets at a tradeshow or a high-quality item won in a contest. So, when you give away something of value to your customers, you bring attention to your brand and encourage people to buy into it.
Take, for example, Ben & Jerry’s Free Cone Day, an annual event where its ice cream stores around the country hand out free cones to everyone who visits – no strings attached. The event garners ample press and social media attention for the brand and gets customers into local shops to enjoy their favorite ice cream or sample new flavors. However, most importantly, it’s a way for Ben & Jerry’s to show appreciation for its customers and foster a positive brand experience that will last long beyond the promotion.
While a freebie promotion can be a great way to boost your business, it requires careful planning. Here are a few things to consider when using freebies to bring in (and keep!) new business.
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Create a Clear Plan and Set Goals
The first step of any campaign or promotion is to determine your goals and objectives. What do you hope to accomplish with your campaign? Are you hoping to build buzz around a new product launch? Is your aim to sign up more newsletter subscribers? Or maybe you’re trying to attract the attention of media outlets?
Freebies can be used in a variety of ways to help bring in new business, including:
- Generating awareness at trade shows
- Gathering leads through contests or giveaways
- Introducing new products
- Building client relationships
Be sure to take time early to consider how you want to incorporate freebies into your campaign or promotion and reach a clear consensus on your goal and objectives with your key stakeholders. This will save you time and money down the road and ensure the success of your campaign.
Select the Right Freebie
Though freebies work well to get attention, picking the right one for your campaign is the trick. Consider your audience, budget, and promotion when deciding which freebies to include.
For example, if you’re launching a new product, you might consider incorporating freebies as part of a social media contest. Take, for example, this Instagram contest hosted by book publishers Simon and Schuster to promote the release of Cecile Richard’s book, Make Trouble. The giveaway’s theme makes it stand out and offers a covetable collection of practical branded merchandise that ties in perfectly with the campaign.
Having some freebies at your stand is always good practice to entice visitors and help build brand awareness. Low-cost, high-impact items such as button badges, stickers, and pens are always a safe bet and will turn your stand visitors into walking adverts for your brand. On the other hand, maybe you plan to attend a trade show or exhibition to promote your business.
Get Creative to Stand Out
Freebies are an effective way to engage with customers, which many businesses offer them. The key to an excellent freebie campaign is to make yours stand out. Take note of successful campaigns, such as the ones mentioned above, and mimic some of your favorite elements, like a catchy hashtag or special campaign merchandise. But be sure to add your unique spin!
You may want to consider partnering with another business to cross-promote complementary services or products. Take, for example, the recent partnership between Estee Lauder and Expedia, who’ve teamed up on a contest in which customers can win a trip to a tropical location inspired by the beauty brand’s spring gift-with-purchase products. The creative teaming helps introduce both companies’ offerings to a new audience while building trust with potential customers.
Don’t be put off by giving things away for free- what freebies lack in their ability to generate immediate revenue, they make up for tenfold in fostering long-term brand loyalty and awareness. That is priceless. The ideas we’ve outlined here are to help get you started; the sky is the limit when it comes to dreaming up your perfect freebie campaign. Give it the same care and attention, within budget, as you would go to a product launch, and you’ll be reaping the rewards of a thoughtful, creative campaign well into the future. So what are you waiting for… get gifting!