Recently I’ve been intrigued by “the power of free” and how it increases brand loyalty. Sure, everyone likes free stuff, but in order to truly strengthen your brand through giveaways, I think it’s important that the process be:
- Unique
- Interactive
- Useful
Unique
This may be a “duh” statement, but make sure what you’re giving away is outside the norm somehow. If you provide a specialized service this may be a little easier, but if not, consider stepping outside the cliche of slapping your logo on a bland item that no one needs (I don’t know about you but I have enough pens and keychains).
Who Did It Right — Publix
Publix runs a few items every week in a promotion called “Buy Theirs, Try Ours.” When you buy a name brand box of cereal for instance, Publix will give you the same Publix-branded cereal for free in an effort to persuade you to switch over exclusively the next time you shop. Notice that the giveaway isn’t your only point of contact with the Publix brand, they have to back up the cost-free acquisition with quality inside the box too. There’s no “Buy One, Get One Free” like every other grocery chain. No rebates. No return policy caveat to maneuver around. just free products in an effort to gain your trust in the Publix brand. Also, the promo doesn’t shove their brand in your face. It’s already somewhere you’d expect it to be, on a food item.
Interactive
Another key is to ensure your customers don’t feel like they’re being marketed to. Requiring proactive action on their part is one way to do this. I think it’s because it makes them feel like they’re taking the initiative to participate.
Who Did It Right — Chick Fil A
Last week was Cow Appreciation Day. For those of you not blessed enough to have a local Chick Fil A, that meant a free chicken combo if you came into a location dressed like a cow. Granted, free food is probably one of the oldest forms of advertising, but most restaurants skimp by only supplying cost-free edibleness in substantially low forms (they could just as easily offered a 3-piece chicken strips) or only with the purchase of another item (see: Arby’s latest promo). A co-worker and I spent a good 15 minutes cutting out and pasting paper on ourselves, all for a free combo. It didn’t feel like we were required to suffer through an annoying process to get what we wanted, it was actually fun! Chick Fil A is continuing the interactive experience by hosting photo contests on their web site (and giving away more free food in the process).
Useful
Food? Useful. Pens and keychains? Not so much. I don’t know about you but I already have enough. Thanks. If you’re giving away complimentary gifts, make sure I have a use for them!
Who Did It Right — Barnes & Noble
I walked into a B&N last week and saw an add on their window about a new iPhone app they’ve created. If you downloaded the app (which you could do in-store via WiFi) and showed it to the barista at the in-store Starbucks, you’d get a free tall coffee (I chose the iced variety on that particularly warm day). The whole catch was to get you to use the B&N app to find what you needed in the store and hopefully make a purchase once doing so. Not only was the caffeine useful, but I actually found myself using the app to search for what I needed.
Giveaways are a great way to promote your brand, but in order to keep bringing people back I think it’s necessary to incorporate these qualities in your campaigns. With that said, keep in mind that simply giving away free stuff isn’t going to be enough. It’s not easily done, but to establish a strong brand with great customer loyalty, your efforts to relate to your customer have to be consistent across all fronts. Advertising, in-store experience, product interaction, and many more.
You know, during this process — I actually discovered that Publix organic salsa KILLED name brand organic salsas … and it cost about half the price.
Very nice.