How to Turn the Power of Free Into Profits for Your Business

Free" is the most powerful concept in marketing. Free marketing opportunities are everywhere. The secret to success is finding those that will be profitable for your business.

Engaging in any marketing program just because it's "Free" is very expensive. Even "Free" marketing has a hidden price tag in terms of time and incidental expenses.

The 4 Essentials of Profitable Free Marketing

To be effective, "free" marketing must be targeted to customers and high-potential prospects. Random, shot-gun approaches rarely work.

Your message and offer must also be relevant to the target audience. Advertising "Homeowner's Insurance" in a circular distributed only in rental apartment complexes ... just because the ad's free ...won't be profitable.

Free marketing must also be measurable. You're losing time and money engaging in "Free" marketing activities where you can't measure the results. Free ads have little value if you can't measure the sales, store traffic or brand awareness it produced.

Effective "Free" marketing should be trackable. If a "free coupon" is redeemed, you should be able to track it to the customer the store, and the redemption date.

Free Marketing Activities That Work

Here are some "free" marketing ideas that have been proven effective in businesses of all sizes:

Email Bill and Statement Inserts

Include a free or discount coupon or sale announcement in all email invoices, bills or statements. You have a targeted "opted-in" audience - your customers. It's a free ride and a "win-win" situation for you and your customers.

Direct Mail Inserts

Any correspondence, including invoices, statements, catalogs or advertising, mailed to customers or qualified prospects, offers an opportunity for a "free ride" for a coupon, blow-in card or other insert ... provided it can be included without additional postage.

Barter Advertising

Trading your product or service for "Free" advertising in print or broadcast media can be very effective if the media is: a quality media you'd pay to advertise in; it reaches your target audience; it's a good deal - dollar for dollar or better in your favor; and there are few restrictions or "black out" periods.

E - Press Releases

Email press releases are very effective provided they're sent to the right people and contain content worth writing about.

Customer Engagement Groups

Create frequent buyer programs, VIP customer clubs and affinity groups that build sales, databases, communication opportunities and customer loyalty.

Community Marketing Buzz

Sponsor local events and be active in your community. It creates free word of mouth advertising that's priceless!