Why do consumers love freebies?

The aforementioned examples clearly demonstrate that the effectiveness of the “free trick” or “freebie” lies in the psychological aspects of human behavior rather than mere money-saving considerations. Some commonly employed types of freebies include:

1. Extra free product: This involves providing an additional quantity or volume of a product for the same price, such as offering 250 ml more milk when purchasing a 1L package or implementing “1+1 Gratis” promotions.
2. Gifts attached to a product: Brands may attach a complimentary item, like a cork opener with a bottle of wine, or provide standalone gifts like branded magnetic photo frames that cater to the target audience.
3. Free service: Offering free delivery for online orders is an example of providing a free service to customers.

One particularly impactful freebie strategy is providing free samples of a product, commonly known as “sampling.” This strategy aims to drive brand trial and, if properly planned and executed, can significantly boost a brand’s sales. Examples showcasing the positive impact of sampling include:

• Mary Hanbury, Senior Retail Reporter, noted that Costco’s decision to distribute free samples in-store is actually a brilliant business strategy (Business Insider, 2018).
• The Atlantic (2014) reported an increase in sales of products like frozen pizza, lipstick, and wine after the distribution of product samples.

However, as mentioned by Mark Dent, author of The Hustle (2022), consumer behavior may not always be rational when it comes to freebies. It is challenging to predict people’s reactions in such scenarios. Therefore, brands and marketing experts should carefully study consumer behavior before making decisions. Factors such as the media used, the product itself, brand awareness, target audience, and market needs can influence the outcome of a free sampling campaign.

The key question brand managers must answer is

”Should my brand use a freebies strategy in the marketing mix?”

As with many challenging business questions, the answer is “it depends” and hinges on the brand’s marketing objectives:

• If the brand aims to encourage trial, freebies, particularly through sampling, can be beneficial. Sampling provides consumers with a risk-free opportunity to try the product and can lead to long-term relationships between the brand and consumers. However, not all brands and circumstances are suited for sampling. There are prerequisites for a successful sampling activity, which will be detailed in the next article.
• If the brand faces a fundamental value proposition issue where consumers believe the brand is not worth the price, using freebies or giveaways will not solve the underlying problem. Freebies in this case only temporarily balance the perceived value equation. This approach is not sustainable, as the problem will resurface once the freebies are discontinued, leading to a decline in sales. Attempting to address a value issue with freebies is a potentially “addictive” and escalating tactic. Over time, greater incentives (freebies) will be required to achieve the same impact as consumers become accustomed to them. Therefore, in the case of a value issue, it is crucial to fix the underlying problem rather than relying on freebies, as they provide only temporary relief.

Our experience with high-quality brand trial activities samples

Our experience with high-quality brand trial activities and samples: For over 26 years, we have assisted thousands of brands across three continents in effectively conveying their stories and establishing meaningful connections with their target audiences at the opportune moment. Our approach is based on facilitating high-quality product trials and education. Through our specialized sampling programs, we provide consumers with the opportunity to experience and utilize relevant products and services. The result has consistently shown that people are more likely to recognize and recall the brands they have had the chance to sample (Mumsvoice research, 2022).