‘Marketing – The Power Of Free’ by Don Crowther
Don Crowther’s latest blog post is titled “Marketing – The Power Of Free”.
Crowther says, “During my 10 years of working in marketing, running $100+ million brands for companies like Kimberly-Clark, ConAgra and SC Johnson, there was one promotional tool that always created tremendous success in getting new customers:
Giving our product away for free!
In that world, it’s called sampling. You do it by hiring people to stand around in store aisles handing out samples to everyone who wants on. (Creating the always popular sport of “Sample Surfing” at Costco and Sams on Friday nights.)
The only problem with in-store sampling is that it’s incredibly expensive to hire those people, pay for the stuff you give away and insuring the entire process in case anything inappropriate happens”.
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