For the Love of Free

Thoughts From the Coffee Table: I’ve seen examples of marketing brilliance recently. Promotions, commercials and strategies designed to more fully immerse the consumer in a brand experience.

Read the label on this freebie from the Philly Thanksgiving Parade. Clearly designed to increase NEW customers and engage them in an automated process, this is one of the smartest giveaways I have seen.

One of the first lines in Kate Colbert’s new book “Think Like a Marketer” is this: Do everything in service of maintaining a virtuous cycle of creating value for the customer while capturing value for you.

This Dunkin’ Donuts card does just that, while also capitalizing on our love of the free. If you read further between the lines as well, you’ll see that the FREE is a beverage, not a donut, further solidifying this company’s continuing move away from “Just a donut” store to a Dunkin’ mindset.

Business changes. Customers change. Needs and wants change. And the business that adapts while engaging new customers, holding the hearts (and wallet) of current, and goes boldly forth will stand the test of time.

About the author, Michael

I am an executive leader, sales trainer, and author, with over 25 years of experience delivering motivational speeches and training sessions to audiences worldwide. I have a unique range of experience, from my beginnings as a Catholic school teacher to managing hundreds of people and hundreds of millions of dollars as Vice President of US Sales for two global medical device companies.

In 2016, I published my first book, Tell Me More, to share my leadership mantra. Through a strategy of active listening and observational questioning, we become better leaders, better sales people, and we can deliver on phenomenal customer experiences. Through this podcast, we’ll see how the Tell Me More process is at work in the business world today.

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