Wednesday, August 10, 2005

Age-old "free giveaways" still make cents...

Back in April, Business 2.0's Thomas Mucha posted a thoughtful Marketing Focus piece on a "new" marketing approach that's been dubbed "tryvertising" -- which allows consumers to try something out in the hopes that they'll buy the product or service -- and become evangelists spreading the much-coveted positive buzz. Of course, on car lots, test drives are as old as the Model T, but in the modern form, imagine having unlimited use of a new Mercedes-Benz, Boxter, Cayenne or Mini Cooper during your stay at a world-class resort, or getting cozy with actual Ikea furnishings during your next hotel stay....


Anywhere people are spending money and using goods and services is a potential target for marketers wanting to turn demanding consumers into devoted customers. Whether or not you agree that this is an innovation, it's surely a time-tested means for proving the viability of your offering -- and for those who are especially creative in planting impressive interactions, the positive effects may be epic. Discover many more deep thoughts along these lines in Seth Godin's 2004 book, Free Prize Inside!: The Next Big Marketing Idea.