Comments on: The problem with FREE http://brainsonfire.com/blog/2008/04/21/the-problem-with-free/ Fascinating, Inspiring, Rewarding and Engaging kinded spirits. Wed, 08 Oct 2008 03:48:24 +0000 http://wordpress.org/?v=2.5.1 By: Krista http://brainsonfire.com/blog/2008/04/21/the-problem-with-free/#comment-162260 Krista Thu, 01 May 2008 14:35:02 +0000 http://brainsonfire.com/blog/2008/04/21/the-problem-with-free/#comment-162260 Spike: Free is more than a notion as the saying goes. In my experience, the other problem with free is when you don't execute correctly. Several years ago I was involved with a free with purchase promotion. I have never seen customers call the CEO's office as upset as when they didn't get their free product on time. It was just crazy. We vowed never to run something like that again. Spike:

Free is more than a notion as the saying goes. In my experience, the other problem with free is when you don’t execute correctly. Several years ago I was involved with a free with purchase promotion. I have never seen customers call the CEO’s office as upset as when they didn’t get their free product on time. It was just crazy. We vowed never to run something like that again.

]]> By: Jen Bybee ~ Fiskateer #258 http://brainsonfire.com/blog/2008/04/21/the-problem-with-free/#comment-161551 Jen Bybee ~ Fiskateer #258 Mon, 28 Apr 2008 02:54:55 +0000 http://brainsonfire.com/blog/2008/04/21/the-problem-with-free/#comment-161551 I joined Fiskateers for the free scissors. I admit it. I wasn't a scrapbooker before then and I don't know if I would have signed up so quickly had there not been scissors. Having said that; however, I think it is wise to not sign up every single person who wants free scissors. Fiskateers has become so much more and there are plenty of reasons to become involved: creative crafting ideas, chance to voice one's opinion, friendships, learning the ins and outs of scrapbooking, etc. Would I have signed up if there weren't free scissors? Who knows. But I'm sure glad that I did! On another note, someone posted a link to a free iris folding pattern of mine on a message board. I had 150+ page downloads that day and two people ordered my books. Sometimes I like to give patterns away or do a RAK (random act of kindness) to get visits to my blog. A lot of people just download the pattern but if even a few order my book, I've made a little extra money for very little work. So where do I stand on "free"? I'm not sure. I agree that if the only reason thousands of people sign up for something is to get something free and then not become involved can be bad for a company. Is there a point where you no longer offer something free because you've got enough momentum going to keep growing without it? (i.e. scissors?) I joined Fiskateers for the free scissors. I admit it. I wasn’t a scrapbooker before then and I don’t know if I would have signed up so quickly had there not been scissors. Having said that; however, I think it is wise to not sign up every single person who wants free scissors. Fiskateers has become so much more and there are plenty of reasons to become involved: creative crafting ideas, chance to voice one’s opinion, friendships, learning the ins and outs of scrapbooking, etc. Would I have signed up if there weren’t free scissors? Who knows. But I’m sure glad that I did!

On another note, someone posted a link to a free iris folding pattern of mine on a message board. I had 150+ page downloads that day and two people ordered my books. Sometimes I like to give patterns away or do a RAK (random act of kindness) to get visits to my blog. A lot of people just download the pattern but if even a few order my book, I’ve made a little extra money for very little work.

So where do I stand on “free”? I’m not sure. I agree that if the only reason thousands of people sign up for something is to get something free and then not become involved can be bad for a company. Is there a point where you no longer offer something free because you’ve got enough momentum going to keep growing without it? (i.e. scissors?)

]]> By: Jenny http://brainsonfire.com/blog/2008/04/21/the-problem-with-free/#comment-160641 Jenny Thu, 24 Apr 2008 15:07:07 +0000 http://brainsonfire.com/blog/2008/04/21/the-problem-with-free/#comment-160641 Okay, so I know this is different from what you're talking about, but since we're on the subject of free... In the case of cities and free events I think it's a good thing. Case in point: Greenville offers several free festivals and events throughout the year. Spartanburg doesn't. Thousands of people will come out to festivals such as Artisphere and enjoy seeing art and concerts for free. Spartanburg is having its annual Spring Fling in May and you have to pay to get into the concerts (except local acts). So Greenville brings bigger name acts and offers them for free? What a concept! Sorry, but it's something that annoys me so I had to bring it up. Okay, so I know this is different from what you’re talking about, but since we’re on the subject of free…

In the case of cities and free events I think it’s a good thing. Case in point: Greenville offers several free festivals and events throughout the year. Spartanburg doesn’t. Thousands of people will come out to festivals such as Artisphere and enjoy seeing art and concerts for free. Spartanburg is having its annual Spring Fling in May and you have to pay to get into the concerts (except local acts). So Greenville brings bigger name acts and offers them for free? What a concept!

Sorry, but it’s something that annoys me so I had to bring it up.

]]> By: GeologyJoe http://brainsonfire.com/blog/2008/04/21/the-problem-with-free/#comment-160633 GeologyJoe Thu, 24 Apr 2008 14:45:32 +0000 http://brainsonfire.com/blog/2008/04/21/the-problem-with-free/#comment-160633 Nothing is free....well maybe air, but I'm sure someone is trying to figure out how to bottle it like water. Nothing is free….well maybe air, but I’m sure someone is trying to figure out how to bottle it like water.

]]> By: Michael Lombardi http://brainsonfire.com/blog/2008/04/21/the-problem-with-free/#comment-160613 Michael Lombardi Thu, 24 Apr 2008 13:41:32 +0000 http://brainsonfire.com/blog/2008/04/21/the-problem-with-free/#comment-160613 Spike, Being in the promotional products industry it is very difficult to get people to realize that a box o' pens isn't going to result in success. Free, used wisely, can still be a good thing. But as you suggest, most people don't put enough work into the Free to have it pay off. And of course, ROI should be a large determining factor of success (and if the same promotion should be run again). I have outlined on my blog the key to a successful promotion. Free product or not, you need to be Promo-smart: http://marketersynergy.wordpress.com/tag/promo-smart/ Spike,
Being in the promotional products industry it is very difficult to get people to realize that a box o’ pens isn’t going to result in success.

Free, used wisely, can still be a good thing. But as you suggest, most people don’t put enough work into the Free to have it pay off. And of course, ROI should be a large determining factor of success (and if the same promotion should be run again).

I have outlined on my blog the key to a successful promotion. Free product or not, you need to be Promo-smart: http://marketersynergy.wordpress.com/tag/promo-smart/

]]> By: Mr. Steve http://brainsonfire.com/blog/2008/04/21/the-problem-with-free/#comment-160081 Mr. Steve Mon, 21 Apr 2008 21:33:46 +0000 http://brainsonfire.com/blog/2008/04/21/the-problem-with-free/#comment-160081 Here's why I think free is usually a bad thing...it devalues your product. Here's my personal example: I used to be a house manager for one of the largest professional theatres in Virginia. We sold out about half our shows (an incredibly high rate for live theatre). But the other nights, there'd be between 50 to 100 empty seats. Some people could look at that and say "Why not just give those seats to people out on the street?" Well....because that's our commodity. By giving away the same seat that we charged somebody else $50 for, we'd be saying that the show isn't really worth $50. In other words, your product is only "worth" what people are going to pay for it, and if YOU give it away, the consumer will think it's not worth ANYTHING. BUT, as Spike points out, if you give it as a gift (say, hand out extra tickets to long-time subscribers or local theatre students that worked on the production, or even as a gift to long-time ushers), then the product still has value. To tell people that this particular show/product is free for now in hopes that you'll pay for it later is flawed. They'll wonder why on earth they're fattening your pocket by paying top dollar for something you so willingly gave away to complete strangers just last month. Here’s why I think free is usually a bad thing…it devalues your product. Here’s my personal example: I used to be a house manager for one of the largest professional theatres in Virginia. We sold out about half our shows (an incredibly high rate for live theatre). But the other nights, there’d be between 50 to 100 empty seats. Some people could look at that and say “Why not just give those seats to people out on the street?” Well….because that’s our commodity. By giving away the same seat that we charged somebody else $50 for, we’d be saying that the show isn’t really worth $50. In other words, your product is only “worth” what people are going to pay for it, and if YOU give it away, the consumer will think it’s not worth ANYTHING.

BUT, as Spike points out, if you give it as a gift (say, hand out extra tickets to long-time subscribers or local theatre students that worked on the production, or even as a gift to long-time ushers), then the product still has value. To tell people that this particular show/product is free for now in hopes that you’ll pay for it later is flawed. They’ll wonder why on earth they’re fattening your pocket by paying top dollar for something you so willingly gave away to complete strangers just last month.

]]> By: Stefan Fountain http://brainsonfire.com/blog/2008/04/21/the-problem-with-free/#comment-160066 Stefan Fountain Mon, 21 Apr 2008 18:26:42 +0000 http://brainsonfire.com/blog/2008/04/21/the-problem-with-free/#comment-160066 I think free will work just fine to get people in the door. However in order to keep them you need to actually have a product that works. If you do, people will stay. If you don't people will leave you hanging. In my opinion free is a marketing trick to get attention, somewhere down the line you need to have the goods to turn a free loader into a paying customer. That's why adding value for your users is always priority, giving stuff away is just a means to an end. I think free will work just fine to get people in the door. However in order to keep them you need to actually have a product that works. If you do, people will stay. If you don’t people will leave you hanging.

In my opinion free is a marketing trick to get attention, somewhere down the line you need to have the goods to turn a free loader into a paying customer.

That’s why adding value for your users is always priority, giving stuff away is just a means to an end.

]]> By: olivier blanchard http://brainsonfire.com/blog/2008/04/21/the-problem-with-free/#comment-160065 olivier blanchard Mon, 21 Apr 2008 18:25:05 +0000 http://brainsonfire.com/blog/2008/04/21/the-problem-with-free/#comment-160065 Excellent post. I agree with some of the comments that "free" can be used strategically to get results (Netflix BluRay, Delta skymiles, etc.), but this only works for so long. Ultimately though, "free" only works when it feels genuinely special. Like, "hey, you're one of us. Let me give you something nobody else can get - because you're in the fold." The secret handshake or the pat on the back work better than the carrot, in my opinion. Why? because if you need to use a carrot, you just haven't done a good enough job of creating value to begin with. I don't need any more branded pens, travel mugs, yoyos of notepads. (Okay, maybe yoyos. You can never have too many yoyos.) neither do your customers/users. Excellent post. I agree with some of the comments that “free” can be used strategically to get results (Netflix BluRay, Delta skymiles, etc.), but this only works for so long. Ultimately though, “free” only works when it feels genuinely special. Like, “hey, you’re one of us. Let me give you something nobody else can get - because you’re in the fold.” The secret handshake or the pat on the back work better than the carrot, in my opinion. Why? because if you need to use a carrot, you just haven’t done a good enough job of creating value to begin with.

I don’t need any more branded pens, travel mugs, yoyos of notepads. (Okay, maybe yoyos. You can never have too many yoyos.) neither do your customers/users.

]]> By: FI Chris http://brainsonfire.com/blog/2008/04/21/the-problem-with-free/#comment-160063 FI Chris Mon, 21 Apr 2008 18:15:05 +0000 http://brainsonfire.com/blog/2008/04/21/the-problem-with-free/#comment-160063 I see what you're saying, Spike, and I agree: free for the purpose of getting a name on a list isn't good. It really isn't free at all. It generates a fleeting interest rather than true loyalty. But there's more than one kind of free. In fact, the English language uses <a href="http://en.wikipedia.org/wiki/Gratis_versus_Libre" rel="nofollow">the same word for two different concepts</a>. Truly free things have the capability of generating tremendous amounts of loyalty. Just look at the open source movement. Or Google. Virtually every service Google offers to the general public is free, competitive and has the added benefit of being accessible from any computer connected to the internet, sometimes even from mobile devices (Google SMS, 800-GOOG-411, etc.). Wired recently <a href="http://www.wired.com/techbiz/it/magazine/16-03/ff_free?currentPage=all" rel="nofollow">published an article</a> about why free is the future of business. Not "free if you do this..." or "free after that..." Just free. For example, from their perspective as a magazine the cost of printing each issue is so much greater than the cover price, they may as well give it away; nearly all their revenue comes from the ad space they sell. Faux free is a disaster, but true free is a different story. True free removes cost from the equation, and not just monetary cost, but cost in personal information and bother as well. True free is loyalty waiting to happen. I see what you’re saying, Spike, and I agree: free for the purpose of getting a name on a list isn’t good. It really isn’t free at all. It generates a fleeting interest rather than true loyalty.

But there’s more than one kind of free. In fact, the English language uses the same word for two different concepts. Truly free things have the capability of generating tremendous amounts of loyalty. Just look at the open source movement. Or Google. Virtually every service Google offers to the general public is free, competitive and has the added benefit of being accessible from any computer connected to the internet, sometimes even from mobile devices (Google SMS, 800-GOOG-411, etc.).

Wired recently published an article about why free is the future of business. Not “free if you do this…” or “free after that…” Just free. For example, from their perspective as a magazine the cost of printing each issue is so much greater than the cover price, they may as well give it away; nearly all their revenue comes from the ad space they sell.

Faux free is a disaster, but true free is a different story. True free removes cost from the equation, and not just monetary cost, but cost in personal information and bother as well. True free is loyalty waiting to happen.

]]> By: Rob Williams http://brainsonfire.com/blog/2008/04/21/the-problem-with-free/#comment-160059 Rob Williams Mon, 21 Apr 2008 17:07:39 +0000 http://brainsonfire.com/blog/2008/04/21/the-problem-with-free/#comment-160059 There are a couple other ways free can be good things for you to use: 1. I used a free eBook on SEO to root out people who might be interested in joining a community based on talking Internet strategy. Many indeed came to claim their gift and didn't participate in the community much. But without the free eBook, I wouldn't have found the few that are active. It cost me nothing to get the free out there and I found the small group of active participants. 2. In your analogy of the carrot, I'd say change it from a carrot to something better. For example, I am working weekends at Disney as a photographer. We take the photos of people for free. They can look at them online for 30 days for free. If they want something they order prints or buy the CD. If not, they have nice photos they can share for 30 days. Of course Disney makes it's money in this situation off of orders, but many people like the product offered. Now with all that said, I tend to agree with you that free is overrated. But the point I want to make is that free can be used very effectively -- it's about finding the place it fits. There are a couple other ways free can be good things for you to use:

1. I used a free eBook on SEO to root out people who might be interested in joining a community based on talking Internet strategy. Many indeed came to claim their gift and didn’t participate in the community much. But without the free eBook, I wouldn’t have found the few that are active. It cost me nothing to get the free out there and I found the small group of active participants.

2. In your analogy of the carrot, I’d say change it from a carrot to something better. For example, I am working weekends at Disney as a photographer. We take the photos of people for free. They can look at them online for 30 days for free. If they want something they order prints or buy the CD. If not, they have nice photos they can share for 30 days. Of course Disney makes it’s money in this situation off of orders, but many people like the product offered.

Now with all that said, I tend to agree with you that free is overrated. But the point I want to make is that free can be used very effectively — it’s about finding the place it fits.

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