I’ve liked movies and bands, TV shows and websites as part of establishing my Facebook ‘profile’ – a means of letting friends see some of my current interests, the stuff I like, places I’ve been. I don’t however spend a lot of time (read: ANY) on brand fan pages, but do see their activity in the scroll.
Two updates caught my eye, both from brands I’ve “Liked,” both offering ‘deals’ that came dangerously close to separating the money from my wallet.
The Fan’s Choice
- Clinique has an online only special that is very tempting, which adds a twist to their in-store “free gift with purchase” special: I decide. I get to go through and select a series of options, customize it to be exactly what I want. Wicked tempting.
- Despair has been letting the fans decide new Demotivators for a while and just when I thought my latest choice won out, they wrinkled that twist with a new one: put your money where you vote is. See the top vote getters in the latest poll were thisclose so they’ve decided to let us cast a final vote with our product orders, then get our ‘vote’ as a free gift with that purchase. Sneaky little shits.
Discussion of freemium business models, play to pay, loss leaders and other marketing ploys, I think SMBs sometimes forget the most simple of option: listen to the customer. Give them the choice, let them decide what is of value, what’s a gift or have them participate by selecting the promo or latest product they want to buy.
One of my favorite wine shops has free tastings during the week, often sponsored by the wine distributors. By giving out free samples not only does the shop owner make money as most people like something and therefore buy, she gets valuable market research data: a more accurate profile of her customers’ preferences so she knows what to keep in inventory. Smart.
Pay to Play
I’m still not sold on Facebook as a ‘must’ for all brands, think giving away services for free sets a bad precedent and yet the “Free with PURCHASE” is something different. I’m buying something I like and feeling I’m getting a ‘deal’ because of that gift, I’m assigning greater value to it based on that perception.
Thoughts? Anything you’ve bought because of the ‘freebie’ that came with it? Some way you can add that to your marketing mix?