Have you tried to be attracted by free products? Have you ever wondered why there are free trial products or services? In marketing, we often use free trial strategy to attract potential customers, especially for digital products or services. Take the audio-visual platform Netflix as an example: with its free trial strategy in marketing, Netflix once converted 80% of customers who enjoyed free services into paying customers. Why does the free trial make customers pay in the end? How can we play this strategy well? To maximize the effectiveness of the word “free”, you must understand the following three points:

1. Establish a trusting relationship with customers

For new customers, even if they have read your advertising, they still inevitably will be doubtful of your services and products. At this time, providing a period of free trial, such as a 7-day trial experience, a small trial package, etc., can reduce customers’ fear of new products and create a mentality of “it’s okay to try it.” Take Youtube as an example. When YouTube launched YouTube Music, it offered a three-month free trial. This not only reduces the difficulty of getting into contact with customers, but also accumulates trust in the product. When customers are willing to try your product or service, it means that they have successfully become interested in your product or service.

Of course, not every product is suitable for a free trial strategy. The more expensive the product, the greater the customer’s concerns, and the more excited about the free trial. Therefore, for such products, the effectiveness of the free trial has the opportunity to be more significant.

2. Attract customers to join the membership system

Credit card mileage, welcome gifts, bonus points, etc. are all free privileges issued by companies through the membership system. Regardless of the business nature, be it retail business, hospitality business or online platform business, establishing a unique membership system can help you promote your promotional messages more effectively, while also allowing you to analyze and understand the shopping patterns of member customers. On the other hand, you can also use points redemption or member-specific rewards to attract customers to continue to use products or services, so as to build your own customer base. The merits of the membership system lies in the communication within certain communities which can reach more potential customers.

3. Provide free content

For brands with no real products, we can provide free professional information to attract potential customers. Some professional service industries (such as law, medical treatment, marketing, etc.) are obviously not suitable for trial experience strategies, but they will use their own consulting services to answer potential customers’ questions for free. Although this increases costs, it can attract new customers in a more targeted and effective manner.

If you want to know more about other marketing strategies or services, you are also welcome to contact our professional consultants, we will try our best to answer any enquiries.