Give your product away for free

My hair mascara story

Source Google Images

From hair mascara rejecter to heavy hair products user

Lessons for marketers

  1. The distance between non triers and repeat purchase is free sampling and forced trials: Nothing leads to repeat purchase better than free samples. When I experienced the product, my resistance evaporated. Sampling is especially relevant for new categories and even for expensive products.
  2. With exposure, usage gets deeper and more frequent: Once consumers try a product, and IF the product is good, their barriers fade over time. They buy more of the product and even start exploring adjacent categories.
  3. More than one trial might be needed to break through: oftentimes, more than one free trial is needed for conversion. This is where consistency compounds. Salesforce reports that it takes 6–8 marketing contacts to convert to sale.

Examples

  • Food and beverage brands build free samples into their P&L as essential marketing cost. Even established brands like Pepsi Cola and Coke still continue to sample their products to refresh desire and to target new consumers each year.
  • Demonstrations in Public places like malls — are common for white goods brands like Samsung or X-Box
  • Demonstrations at home — expensive products like Dyson offer free demos at home. When we see how effectively the vacuum sucks out dust, we can’t help but want the product
  • Free sachets — all personal care brands give free sachets and small bottles with one purchase, to get the same consumer to buy adjacent products
  • Exclusive invitations — services like Gmail launched with exclusive invitations, once people tried the email service, they liked the product and got their friends and family members in

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I synthesize a two decade consumer marketing experience with the world’s greatest brands, into mental models to help marketers level up at www.performonks.com.

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Rashi Goel

Rashi Goel

I synthesize a two decade consumer marketing experience with the world’s greatest brands, into mental models to help marketers level up at www.performonks.com.

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