There are a number of service companies out there that are loathe to give away free content, content for which their customers pay big money. This concern is understandable but nonetheless surprising given all that has been written on the value of free (see great Wired Mag article). In my discussion with one client facing this dilemma recently, I offered up a quick story:
- Just back from a week of sun and fun in Florida this Sunday, my wife and I had a craving for lox and bagels. Of course, this meant visiting Sable’s (2nd Ave/78th) which we think is the best in the city. One of the reasons that we are so loyal is that while you are waiting in line for your bagel they always offer up a free taste of something and yesterday it was their amazing lobster salad. A generous gesture indeed given that their lobster salad goes for more than $20 a pound but oh the loyalty it buys. And of course, don’t forget the word of mouth this little freebie generates.
Now my client wasn’t exactly bowled over by this story so I started to think of a few other examples of when a mere taste became a tasty marketing dish:
- Hale & Hearty Soup offers petite samples every day of every one of their soups. And of course, I always take a sample even if I know in advance which soup I’m going to order just because I can. By the way, I probably average two of their soups a week!
- Crest gave out free samples of one of their new line extensions on a recent JetBlue flight. Trying the new version was a no brainer and reminded me that Crest is my favorite brand for good reason. They also made a potential convert out of my teenage son who simply loved the idea of getting something free.
In each of these examples, marketers gave me something of value for free in exchange for my time, my attention, my loyalty and or my word of mouth. This is the very essence of Marketing as Service. Doing something for your customers and prospects is simply more persuasive than saying something about what you’re going to do for them. I’m not saying to give away the store but surely a small taste will open up their mouths and their wallets in a big way.