We often find Buy One, Get One Free offers. Well, there are tactical ways to use the word “free” in your marketing campaigns for it to be effective.

  • Make sure that you offer your customers something that is valuable for free. You can call it mutual exchange or anything appropriate that you deem fit. We assure you that you won’t go wrong
  • It would be a good start for your company if you gave away something valuable for free to the customer
  • It does not matter how valuable the free offers are. The idea is to allow the customer know your product or service and understand that the offer is risk free

When you offer something free to the customers, they are bound to take it the first time. In case you repeat the offer, then they will feel obliged and try to return the favour. In case, the customer is satisfied with the product, then it is bound to convert into sales.

Sometimes, the sales professionals get confused about how to use the “free” offer. We also find offers that read – spend over Kshs 2500 to get a T-shirt free. However, it is obvious that the offer is not totally free. It pushes the customer to spend to get a free product. But the principle of mutual exchange states that products need to be given away totally free without any conditions applicable. For instance, ‘Get the latest shade of lipstick absolutely free’ will do the trick. If the shade turns out to be a hit, customers are bound to buy the lipstick and you can also be assured of repeat customers.

The software companies make the best use of the “free” principle. During their brand building phase, they produce quality software and give it away for free. Once they establish trust in the market, they sell upgrades to the same customers who had earlier downloaded the software for “free”.

It is a good to offer products or services for free initially as it gives the customers the opportunity to understand and appreciate their quality. It instills confidence and helps customers turn patronizers. This will also mean that they would refer your products or services to others.

Another trick is to come up with something that is of high value, but would mean little cost or no cost for the company. A good example would be informational products.

One other tactic is to influence your customer to commit while giving away a free gift. This way, your efforts will prove to be profitable. This will help the customer take small steps towards the goal, without they realizing it. When a customer asks for more information, give them the relevant information, but also make them fill a form or give you contact information. This is a means of ensuring that they are willing to get offers and information about your products in future.

You can also give the customer a piece of truly valuable information that is not shared publicly. However, it is pretty easy to mess up with this strategy. Usually it turns out to be just another piece of advertisement. So in case you choose to use it, use it wisely.

Give out free samples to target customers

Giving free samples of your products to target customers is an effective marketing strategy. Most companies find it difficult to give something away and in case they do, then they end up distributing samples of rejected products or poor quality. This will surely hurt your credibility and reduce the customer’s trust towards the company and the product. Hence, they may refrain from buying it in future.

One classic example is that of Mrs Fields Cookies. When Debbi Fields started her company, she had no marketing strategy or business running skills. She simply baked some cookies and gave them away to people walking by. In keeping with this tradition, their company still gives away free cookies when they enter a new location. But the company now makes millions of dollars annually.

At this stage, it is important to learn another strategy that can help you influence a customer’s psychology and facilitate increased sales.

Create artificial scarcity

Direct mail marketers have mastered this particular strategy. They create an artificial scarcity to get their customers into action. Using words such as ‘limited time offer’ or ‘offer ending soon’ or ‘Offer open while stocks last’ do motivate customers to buy.

The trick is to create artificial scarcity in the mindset of the customers which in turn stimulates them to buy it. It works well with customers who have an interest in antiques, collectibles, information products and anything else that is not easily available.

Entrepreneurial Learning

Free! It sounds so good when you hear it. Appealing offers attract customers. And it is simply a business idea to draw the customers. The idea is to look for innovative business ideas. It is a benefit for purchasing a product or service where in return you a gift, discount or buy one get one offer. As an entrepreneur, you gain repeated customers and loyality. Gifts are a tricky thing to change your customers thinking. Again depening on your type of work, the expectations of your customer differs.

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