Feels like free!
The strategy is simple; giving something valuable for free creates a motion. It’s like induction, I give you something and your instinct is to give me something back. But now, when everything is for free the second step disappeared and people are confused. This will lead to another strategy, the viral marketing, which is like a virus: “Go there; they give us something for free!”. And the viral marketing comes with another strategy, mass marketing (mass media will speculate this moment for creating a new story). People will speak about your business on their blogs, at their workplaces and everywhere else.
But where is the business?? The business is in guiding this motion into something more valuable. The most important thing is to have the people on your side. This simple strategy made from Google the most important Internet Corporation. Google starts and continues to offer free internet services but at the same time sells billions of dollars through advertising to us. Many other leading websites use the same strategy: Skype offers free internet video and voice calls, Facebook gives access to free social networking, Flicker and Trillian are other examples and the list can continue.
I smile when I see this strategy applied at the workplace, where the company offers us a training session in Japan or gives us a car to drive, a mobile phone or a laptop to use. This makes the employees to feel very happy and determines them to consider that they go on vacation or drive their car on the company’s expenses. This is totally wrong, because they are just victims of “feels like free” Marketing strategy. The employees will “pay” for all these 40 hours of work per week.
So, through “feels like free” strategy you can use the customers as a bridge for reaching your vision. All you have to do is find out what the customer really needs and then you have to give him what he desires. Besides that, you can also offer things that “guide” him in making your vision come true.