‘FREE!’
The “FREE!” offer has long been the heart and soul of subscription promotions. Free issues. Free gifts. Buy one, get one free. Offers found in countless circulation management models. The best among us are able to track and measure the cost/benefits over the entire life of a subscription. But how do we interpret and evaluate the meaning of “FREE!” to a subscriber? And the relationship that creates as a result? Especially in the age of the internet where the ethic (and reality) is “information wants to be free.”
Chris Anderson of “Long Tail” fame offers a couple of thoughts on the value of “FREE!” He learns from Scott Adams, it’s a more complicated equation than you might think. And he discusses with Shai Agassi how changing prices can dramatically shift and even obscure the perception of what’s free, what’s expensive, what you’re buying, and what you’re paying for. Get ready for your “FREE!” car…
The razors were free. It was those Patriots’ tickets that cost so much money.
Brian Brady | Respond to this comment
I work for a small extremely localozed newspaper and we give free samples out monthly to certain areas. This ocasionally works, however, in my experience, its coupons for free turkey plus subscription that tend to work best. Yet, somehow the free oil change did not go over so well…
Nicole | Respond to this comment
Nicole,
I understand well. I joke that if there’s ever a problem with new subscribers not receiving the magazine they just ordered, or not receiving the free gift that comes with it, they always complain about the missing gift, not the missing issue!
Seriously, the issue of subscription gifts is important. As circulation marketers we have created the expectation that there is always a gift when you order. So most often you need one just to do business. Finding what works for your readership can often be the difference between subscription success and failure. And it’s not always obvious what will work.
As you can see a flash drive works well for Condé Nast. And the New England Journal of Medicine is rigorous about testing all sorts of “tech” giveaways as well.
However, it need not be a digital gift. The Jewish Week (of New York) has good success with a Kosher cookbook. And it’s been my experience that for newspapers, “close-to-home” gifts work well — choose something unique to your area and related to your readership.
And to keep your out-of-pocket cost low, you might seek to partner with a local institution and/or advertiser who shares an interest in providing their gear for your giveaway. For example, the new Oklahoma City Thunder might be willing to support a freebie hat if it were offered by Oklahoma County Newspapers. (You might get an even better deal on these which the NBA seems to have a lot in stock!)
See items #11 and #12 for my general advice on subscription premiums. Just be careful to keep expenses extremely low. And test your way in before committing to buying large quantities of anything.
Richard Riccelli | Respond to this comment
Good words.
Quiana | Respond to this comment