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To Freebie or Not to Freebie
Everybody loves a good freebie. But
before you make that special offer or
sponsor a promotion to create customer
interest, keep these rules in mind:
First, be clear on the reason or goal
for the promotion. Are you looking to
generate qualified sales leads or are
you simply trying to get more data so
you can better target your sales and
marketing efforts? By knowing exactly what it is you
are trying to accomplish, you can more effectively
orchestrate your offer. Other guidelines:
- Make the offer commensurate with the effort
you're asking the person to make. If you're asking
someone to take the time to fill out a lengthy questionnaire,
the offer needs to be of high value.
- Make sure the offer fits with your brand message.
If you're a high-end spa or dress shop, give something
away that's luxurious. A free Bic pen or candy bar won't
cut it, although a box of expensive Swiss chocolates or
a fountain pen might.
- Make sure the offer is highly valuable to your target
audience, but not necessarily highly valuable to
everyone. Your goal is to appeal to a smaller number
of highly qualified leads, not get everyone on the block
who may or may not be interested in what you're selling
to vie for your free offer.
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