| On October 22, 2008, Market Resource | | | | offer, but it either did not apply, or it was still |
| Associates, Inc., Minneapolis, MN initiated a press | | | | suspect. Thinking about this fact, it would suggest |
| release offering a written report of 172 pages in | | | | the real culprit here could be that folks would be |
| length FREE to virtually any manufacturer, | | | | using their email address to respond and take |
| distributor, retailer or agency rep in the building | | | | advantage of the offer. "Danger Will Robinson." |
| materials, lawn and garden, kitchen and bath | | | | We are all too busy for Spam, in fact billions of |
| business. | | | | dollars are wasted each year by Spam. I guess |
| Interestingly, a huge lesson was learned in 6 short | | | | maybe the same could be said of television, radio, |
| days. | | | | newspaper or billboard advertising as well. But hey, |
| First, over 41,000 people from all over the world | | | | what about those on-line pop-ups, or offers on |
| saw or clicked on the headline. | | | | the Google site to the right of the look-up |
| Secondly, only 808 people read the entire offer. | | | | criteria? |
| Thirdly, only 126 actually asked for the FREE | | | | I abhor Spam myself, in fact I probably get 10 to |
| report via email and not one called a toll-free | | | | 12 a day, since I have a Spaminator that gets |
| number. | | | | most of it out before my in-box. |
| As a market researcher this was absolutely | | | | This leaves quite a quandary for both the |
| amazing to me, so I began speaking with other | | | | marketer and the passive or active shopper of |
| researchers, whom I trust completely, and gained | | | | services or products. Where do business and |
| their thoughts on the subject. | | | | consumer shoppers look for new products, new |
| First, it is true that anything Free is too good to | | | | services or information most often? According to |
| be true. There must be some ulterior motive for | | | | our research and others who have conducted, the |
| the offer that can "rope me into an | | | | internet is leading the race. |
| uncomfortable situation." If that is true, then why | | | | Truth be known, we blame spam, telephone calls |
| do we purchase detergent with 12 ounces free, | | | | from pesky customers and do-nothing meetings |
| or a new car with free OnStar? | | | | for all the loss of time in our days, but most |
| The difference in my opinion is the two examples | | | | smart marketers know this is not true. The real |
| sited are made in addition to a purchased product | | | | issue is personal intrusion into the work place - |
| or service. My offer was just FREE. Maybe I | | | | Text messaging, kids, friends, computer time for |
| should have offered the Remodeler version for | | | | personal reasons, and more. |
| the regular price of $595 and thrown in the | | | | Sometimes the offer of Free is just that. Folks |
| Consumer version Free. | | | | should take at least 5 minutes of their extremely |
| Not many folks read the offer, in fact about 2% | | | | busy schedule to read a few offers. One may |
| did, and then about 16% of the 2% actually took | | | | just be a Free offer with no strings attached. |
| advantage of the offer. Clearly some read the | | | | |