The Blake Project, the brand consultancy behind Branding Strategy Insider, delivers interactive brand education workshops and keynote speeches designed to align marketers on essential concepts in brand management and empower them to release the full potential of the brands they manage.
Today we take another question from a BSI reader like you…
Jeff, a Marketer in New York City asks:
'What are your thoughts on using discounts in trials?'
Thanks for asking Jeff. If the product cost is relatively low, I recommend distributing free samples. That indicates that you are so confident in the product’s acceptance that you are happy to give it away for free. Price discounts almost always devalue a brand and may even encourage changes in consumer behavior, training consumers to wait to purchase until there is a sale. A better way to offer a discount is to provide a value added product, service or quantity for the full price, essentially delivering a discount, but in a way that does not devalue the brand. Having said that, it is possible to offer a slight discount on a first purchase after a free product trial, as long as the discounting isn’t continued on a regular basis, reinforcing that the product is not worth its full price.
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