According to the Hartman Group – New Value Paradigm Report: September 2009, FREE will at a minimum, make your customers feel they owe you the favor of returning.
So why do Free?
• FREE engenders a sense of surprise, delight and excitement to your customers
• FREE is a welcome invitation to generations of shoppers weary of price promotions
• FREE is the most powerful strategy to help your customers feel better during difficult times
• FREE also triggers powerful cultural norms regarding reciprocity
• Deploy FREE as an alternative to traditional price and promotion programs
• is always unilateral
• should never be predictable (e.g. every Monday)
• should never be tied to any other promotion or purchase
FREE should be unexpected, useful, and entirely unilateral.