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Offer Freebies to Your CustomersJune 11th, 2008 When it comes to online contests, sweepstakes, and 'freebies' there are two paths you can take: the moral high road - or the low. The low road means using contests as a way to rake in the personal data and then use it in spamming campaigns - or to sell it to the spam generators themselves. Now lets talk about the high road. If want to generate enthusiasm about your products and service, build name recognition for your online store, and reward long-time customers while developing a customer base, then contests and freebies can be an effective (and fun) online marketing technique. By mobilizing traffic to your storefront with contest offers, you provide an opportunity for customers to educate themselves about your business and products. |
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In designing a contest, there are two basic formulas: random (e.g. lotteries, online drawings) and skill (e.g. trivia or 'smart' games). The virtue of the latter style is that they provide a stimulating, interactive bridge to your customer.
A contest that is engaging, that piques customer interest and demands interaction, will make your site hot-list memorable. Also, there are a number of sites dedicated to listing links to stores holding contests and 'freebie' offers, so register your promotions with these sites.
Then follow through by issuing a press release. And by posting your privacy policy, you can assure customers that any contest you offer is not just simply an excuse to accumulate personal data.
Next, contests and freebies provide incentive. Many retail websites offer no discernible impetus for a customer to act. Product offers are often articulated in drab, neutral tones that almost seem to resist closure. Conversely, using promotional tools like special time-limited offers, online coupons, and 'freebies' creates an incentive to buy - or at the very least focuses customer interest. 'Buy one and get one free'; 'Purchase now and receive free shipping'; 'Order today and receive a free X'. Sometimes it's a mere call to action - or the word free - that can motivate online shoppers to make you their merchant of choice.
At the same time, word these offers very carefully and always adopt a credible, professional style: a hard-sell posture can make many online customers squeamish. Provide an impulse for action, but don't push. For service oriented sites, consider offering a limited or introductory service for free. If clients find your service indispensable, this marketing vehicle may be your sharpest.
Also, there are many things you can offer for free unconditionally. If you have a high-quality online newsletter or have recently published an industry report, place a free subscription or order form on your site.
Providing free premium information can go a long way in establishing customer relationships and building name recognition for your e-business.