Get on the Brand Wagon

When else but on the 4^th of July would we ponder the burning question of whether #freebiepromotions really work? 

People love free stuff, not just around a freedom holiday😉, right?!

In this Brand Wagon edition, let’s discuss this from a business and consumer perspective because we are all both. #B2H
Plus, we'll cover practical tips on ensuring your freebie campaign doesn't fizzle out faster than a dud firework! 🚀

Does FREE work in marketing 🤑

Running free promotions can be like a double shot of espresso for your brand—it can energize your audience, drive engagement, and even boost loyalty. But it’s gotten a lot more complex considering hidden costs (for both businesses and consumers), such as:

Data and Privacy: You are collecting data about users. This data can be used for targeted advertising, sold to third parties, or analyzed for market research. Therefore, consumers recognize that they "pay" with their personal information and privacy. That’s why you often get fake contact details in a free promotion.

Ads: Free promotions often get supported through ads to scale reach and targeting. This can result in a less enjoyable user experience as ads bombard users. This will impact your ROaS, which is why your free offer better deliver real perceived value. And what if your target doesn’t use social media? Unless they’re off the grid, they have a digital footprint and can be targeted with ads on other channels (Google, sponsored site ads, retargeting, etc.)

Quality and Reliability: From a buying perspective, sometimes, free products and services are of lower quality or less reliable than their paid counterparts. This can lead to additional costs regarding time, frustration, or the need to purchase alternatives.

Subscription Traps: Free trials can lead to subscription traps, where consumers forget to cancel before the trial period ends, resulting in automatic charges. This often leads to public outcry, which in turn leads to brand damage. If you offer a subscription model, do right by your users and communicate regularly and fairly about terms and conditions with a customer-centric cancellation policy.

Opportunity Costs: From a buyer and provider perspective, engaging with free products or services can consume valuable time that could be spent elsewhere, representing an opportunity cost.

FREEdom to move forward

So, you considered the cons and decided to move forward. Then, follow the path to campaign success, starting with your creative brief clearly defining your actions.

1. The Hook: Get Their Attention 🎣
   First things first, you need to hook your audience. Think of your free promotion as a sizzling hot dog on the 4th of July—irresistible! Here are some ideas:

• Eye-Catching Visuals: Use vibrant, festive images that scream "celebration" and "excitement" and “unique”.
• Enticing Headlines: Phrases like "Free for a Limited Time!" or "Get Yours Before It's Gone!" or “Free, but Only X Left” or “Must-Have for Your Next Board Meeting/Last Chance” create a sense of urgency or FOMO.
• Engaging Copy: Keep it light, fun, focused, and aligned with your brand voice. A touch of humor goes a long way. 😄 Even a B2B campaign can still be clever. After all, if a tree falls … (i.e., will anyone ever see your offer when they’re constantly bombarded? You must do something that makes you stand out and doesn’t make your target audience tune out.)

2. The Value: Make It Worth Their While 🎁
   Your free offer should provide real value. Whether it's a free trial, a sample product, or a valuable piece of content, ensure it's something your audience genuinely wants (vs. what you want to give).

• Exclusive Content: Offer an eBook, whitepaper, or webinar packed with insights.

• Product Samples: Let them try before they buy with free samples.
• Discount & Loyalty Coupons: Who doesn't love a good discount? 🎟️

3. The Spread: Amplify Your Reach 📢
   Now that you have their attention and your offer is irresistible, it's time to spread the word. Use multiple channels to reach your audience where they are:

• Social Media: Share your promotion across all your platforms with engaging posts and stories.
  As noted above, under cons, ads may be necessary to reach new and more eyes, but if done correctly with targeting and testing, you can get ROaS.
• Email Campaigns: Send your subscribers all the juicy details. Notice we said, subscribers. If you’re doing cold emails to new lists or unengaged contacts, your messaging should be nuanced appropriately. 
• Partnerships: Collaborate with influencers or complementary brands to expand your reach.

4. The Follow-Up: Keep the Momentum Going 📈
   The promotion doesn't end once the freebie is claimed. Follow up with your new leads to nurture the relationship and convert them into engaged contacts. Notice we didn’t say anything about loyal customers. Loyalty to brands is a fickle subject. You should aim for engaged contacts who want to hear from you [or, in data privacy terms, consent,ed, and opted-in] beyond the freebie.

• Thank You Emails: A simple "thank you" email can make a big impression.
• Exclusive Offers: Provide additional discounts or offers to encourage further engagement.
• Engaging Content: Keep them interested with valuable content highlighting your brand's benefits.

5. The Results: Did It Work? 📊
   Last but not least, track the success of your promotion. Here are some metrics to keep an eye on:

• Conversion Rate: How many of those freebie claimers turned into paying customers?
• Engagement Rate: Did your social media posts and emails see a spike in engagement?
• Customer Feedback: What are people saying about your freebie? Use surveys or social media listening to gather insights.

Conclusion: You’re Free to Choose! 🎇

Running a successful free promotion is like hosting the ultimate 4th of July party. It takes planning, creativity, and a bit of flair, but the results can be spectacular. So, light up your brand's sky with dazzling, carefully considered offers, and watch the sparks fly! 🎆

Remember, fellow brand whisperers, the key to FREEdom in marketing is to give generously, engage authentically, and follow up diligently. Now, go forth and create some fireworks with your brand! 🚀