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Here
at FreebyWeb.com, we have many popular site areas, but none more
so than Free Product
Samples. This section is consistently the
most popular, surpassing Free
Webmaster Tools, Free
Software and even Free
Games. It seems people can't get enough of "real
life" freebies. But why do companies give away free
stuff? From
a marketing perspective, is the process of offering free samples
worthwhile? And, more importantly, do free samples really
entice people to purchase items after they've tested them?
FreebyWeb.com investigates...
Why
do companies want to give away freebies?
Free samples are
by no means a recent phenomenon. Supermarkets have been offering them
for years and companies also distribute
samples of products via the post. Likewise, pens, mouse mats and key
rings are invariably
found at exhibitions,
and samples are also available within the pages of beauty and
fashion magazines. Their purpose is to enhance
brand image, “get the word out”, and to increase sales, but
they may also act as bait for a commercial product.
The
Internet has revolutionised the way free samples are obtained, and
companies no longer need to bombard thousands of letterboxes in
the hope that somebody, somewhere, will purchase their products.
Web users can now locate samples and be selective over the ones
that interest them. Furthermore, as more people get online, we see
companies taking full advantage of the Internet's popularity. As
such, free samples have become all the more common (a fact
highlighted by the growing number of TV advertisements pointing
viewers in the direction of free samples).
What
about ulterior motives?
It
is not uncommon for companies to offer freebies in order to
obtain your personal details. Dissemination of personal information,
with or without permission, is big business. Think
about it: when you request free samples, especially online, you're
usually asked to provide a range of details, such as your name, e-mail,
house address and age. In some instances online freebie request forms
even prompt you to supply your monthly earnings!
At
FreebyWeb.com, we recommend you provide as little information as
possible (i.e. just enough to receive your sample). If you are
uncomfortable providing your details, then don't feel forced to do
so. There are plenty of freebies available from companies who
treat privacy as a right. Be on the lookout for companies who allow you to opt out of third
party mailings - a sure-fire sign they take the issue
seriously.
Is
offering free samples worthwhile or a hindrance?
Take
this example: you sample some perfume, a brand that in most
circumstances you would usually avoid. However, on this occasion,
you find it appealing. This product has immediately become
acceptable;
you may recommend it to your friends, or purchase it yourself.
From the perfume company's perspective, this is positive news.
With this in mind, free
samples allow companies to reach segments of the community they
normally would have difficulty targeting.
They change perceptions by allowing people to try before they buy.
Samples are, quite literally, a test. Advertisements can draw your
attention to products, but there is nothing like sampling the real
thing. At least then you know where you stand.
For
some, however, collecting free samples is a hobby, and it's
difficult to differentiate between people who are genuinely interested
in using a product sample, and somebody who simply wishes to
add to their collection. We've found that the vast majority of
people are selective over the samples they obtain, but others aren't
so picky and have a tendency to pursue anything they can get hold
of without a price tag. This begs the question: "How can a company guarantee their samples are being
used, and if the investment is worthwhile?" The answer is
it's a balancing act. Companies take the rough with the smooth and
hope that by distributing enough samples, their product will reap
the rewards. Read on and we'll examine whether free samples can
generate additional sales.
Do
free samples equal more sales?
If
the purpose of free samples is to increase sales and raise
awareness, are companies successful in their endeavours? Let's
take a look at a number of examples:
A
free sample of shaving gel, which
I had obtained online, resulted in me purchasing over ten tubes of the
sampled product. I was so impressed that I have become a loyal
customer, and I would highly recommend the product. In fact, I
have recommended it, and it has since been purchased on my
recommendation. The company who produces this product is not the
industry leader, but I have no reason to switch brands. In this
company's eyes, my satisfaction is a success story, and I doubt
I'm the only one who evoked this reaction. Similarly,
after requesting a sample of free tea bags promising
numerous health benefits, one particular family has since become loyal
customers. They now purchase the product regularly and have even recommended
it to others in their area, much to the delight of the
manufacturer. Word of mouth has certainly shown its value in this
situation!
However,
not every story is as rosy. If you sample a product and end up
disliking it, you'll likely do much more than avoid the product in
future. You might voice your dissatisfaction! (Granted, perhaps not as
forcefully as if you had purchased the product, but the point
remains). Studies suggest we tell far more people about our
dissatisfactions than our more positive encounters. Therefore,
free samples could be risky business if the quality of the product
is not adequately tested beforehand. Even so, and more often than not, people are
happy to receive anything for free. If they dislike the item, it's
unlikely they'll dwell on it for too
long.
So
free samples do have their benefits and in some instances, have
been remarkably successful. But for companies looking to increase
their market share, offering samples alone is rarely the
magic formula. When combined with other marketing activities,
however, free samples can indeed increase sales, raise awareness
and create a buzz around products that may otherwise go
unnoticed. One thing is for sure: free samples are here to stay,
at least for the foreseeable future.
This article may not be
reproduced outside of the FreebyWeb.com domain without
permission.
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