March 10th, 2014
The Power of the F-word
What’s the best way to get people to fall in love with your brand? Offer to “give it up” for free, of course. Well, at least that’s what we did for the rapidly expanding Santa Monica company, neuro drinks, with an integrated traditional, digital, and social media campaign designed to drive titillated traffic to SLEEPwithneuro.com—a Brokaw created parallax site that really gives it up. (No, really, there’s a free bottle offer, even for you, Pandora listener.)
But putting all shameless self-promotion aside, giving away your product or service for free is more than just a silly marketing gimmick. It’s a smart customer acquisition strategy that’s often embraced by some of the most powerful brands in the world—from Apple, to Chipotle, to even Miley Cyrus routinely giving it up for free (we mean merchandise, perv).
So, why is “free” so powerful?
It creates buzz around your brand, especially in the InstaTwitterVineBook sphere—increasing unearned media, brand awareness, trial, traffic, and ultimately… sales.
After all, we know that consumers are creatures of habit, and it’s easier to keep a current consumer than gain a new one. But by giving away your brand risk-free and becoming part of a buyer’s future consideration set, you have a better chance of gaining repeat business down the road.
No wonder “free” is considered one of the most persuasive words in the English language—not to mention, why it’s stamped on our first floor wall. (Actually, don’t read into that—we just really like giant free stamps, like the one located down the street from us.)