Return to Newsletter
IT'S ALL ABOUT FREE LOVE
FREE LOVE: this attention-getting phrase (coined by trendwatching.com) describes the rise of free goods, services, experiences and information accessible to consumers, both online and off.
Consumers are so inundated with information and advertising messages that they just don't want to spend the time required to sort through all of it. So, how can you grab their attention? Free stuff, of course.
Marketers have learned that there is no better way to capture the attention of a jaded consumer than by providing easy access to their brands through free or very low cost products and services, experiences and information.
The cost of physical production and distribution has decreased with technological advances. Businesses can produce and distribute goods globally, less expensively than in the past. In turn, this has allowed companies to provide a larger variety of free products in the offline world.
Recognizing the risk that freebies may be wasted or seen as unworthy of the consumer's time or attention, marketers are challenged to keep the contact relevant and to make it meaningful. Failing to do so has the potential to tarnish a brand's image with the consumer. But the up side is enormous.
There are many examples of brands, either single-handedly or as part of a team, putting the FREE LOVE trend to work. A current campaign partners JetBlue Airways and Kraft Foods. On selected U.S. flights, JetBlue is offering free Philadelphia light cream cheese and bagels to passengers, courtesy of Kraft Foods. The free meal is part of Kraft's "Breakfast from Heaven" campaign, which also includes television and print ads and consumer coupons.
The rise of the internet and all things online has been a major force in changing business and marketing landscapes. Consumers now have the ability to access products and services globally, as well as to access and distribute as much free information as they want at the click of a mouse. This vastly complex and highly-developed online world has created a new generation of attention-craving consumers. Gen C (for Content) loves to create free content and is eager to get involved with it.
Another advantage of internet marketing is its ability to reach highly-targeted audiences, without the waste that's inherent in mass advertising vehicles. It's a win-win for consumers and marketers. Marketers reach their target audience at a lower cost, without creating extra ad clutter for consumers they're not specifically targeting.
Freeload Press is a great example of highly-targeted online marketing that has transformed its competitive landscape. As its name implies, Freeload Press offers college students free electronic versions of its textbooks, with ads inserted into all of the chapter breaks. The publisher also gives its targeted audience other opportunities for interaction, including print-on-demand versions of its textbooks with no ads for $30 plus the cost of paper. Alternately, it offers the opportunity to log-in and complete a survey on its website. Upon completion, students can download a PDF of the textbook for free.
Don't expect this FREE LOVE trend to end any time soon. With younger consumers growing up expecting free goods and services, FREE LOVE is here to stay. In fact, FREE LOVE has the potential to keep expanding as online technology advances and every facet of daily life becomes more dependent on the existence of the online world and the marketing and advertising possibilities it offers.
Article by:
Christina Skirvin, HMH, Senior Media Planner/Buyer
Sources:
- "Free Love" by trendwatching.com; http://www.trendwatching.com/briefing
- http://promomagazine.com/retail/philadelphia_cream_cheese_0301/
