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Giveaway Marketing Basics

Guest post by: John Clark

Article Overview: Here's something to consider whenever launching a giveaway marketing campaign: what's in it for the giver? Giving stuff away just to get the word out isn't really much of a justification. For instance, giving away free chairs would be pretty pointless for a chair seller. The buyer already has a chair, so why would they ever bother going into the store and buying one now?

Giveaway Marketing Basics

Here's something to consider whenever launching a giveaway marketing campaign: what's in it for the giver? Giving stuff away just to get the word out isn't really much of a justification. For instance, giving away free chairs would be pretty pointless for a chair seller. The buyer already has a chair, so why would they ever bother going into the store and buying one now? Giving stuff away is only a good idea when it gets people coming back to buy something. Giving stuff away is not an end in itself, it has to be part of a larger marketing strategy.

As a part of such a strategy, giveaways can be immensely effective, but it has to be a well thought out, calculated move, it cannot be some desperate ploy or a last ditch effort or even just a way to get rid of surplus. It has to be a sensible, calculated marketing tactic.

An obvious example would be giving people X, which requires Y to work. For instance, giving away free bread with a cold cuts deli sitting right next door. Anyone who wants a sandwich will have a good reason to go next door and pick up some ham and turkey. In this instance, the free samples are being used to create a need. This is a solid, sensible and logical way to turn people into customers.

Another example is the giving away of little trinkets with the corporate logo on it. For instance, pens with an office supply store logo on the side. When the person using that pen runs out of staples, they already have a store in mind because they've been staring at the logo all day long.

Giving away free stuff is an expense, which is why it has to be a calculated expenditure. Using giveaways as part of an overall marketing strategy is a great way to create a need, create brand awareness and turn people into customers.

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Article Tags: free chairs, justification, marketing campaign
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