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You can’t help but notice the amount of free giveaways that businesses use as
promotional strategies. Turn on any talk show these days and you’ll see daily
giveaways to the live audience as part of its show. And if you’ve ever attended
a trade show, you know that you can’t leave without a bag full of pencils,
rulers and product samples.
In fact, most consumers have come to expect something for free. It’s all
become a part of everyday marketing techniques by businesses. For small
businesses, this growing expectation can be a problem. After all, it takes money
to give away things for free. The trick is to find ways, as a small business
owner, to give away items or concepts as efficiently as possible. Here are some
basic ways that small business owners can capitalize on free giveaways to grow
your business:
Free samples. This is the obvious one. Whether it’s a
product or service, a free sample can get potential customers hooked and wanting
more. This is also an excellent way to introduce new products to existing
clients.
Expanding your client list. Free services or samples can act
as a networking tool. Once those giveaways leave your hands, they can be passed
on or shared with other potential clients. You can also tie in giveaways with
existing clients by offering incentives for new referrals.
Branding. The more your product or service is out there,
complete with your logo, company name and identifying information, the more
awareness there will be of your offerings. There’s a reason why celebrities
receive high-dollar “thank-you” gift bags when they serve as presenters or
emcees. These bags are full of products or services that company owners are
hoping will get them noticed. So, the higher the visibility of your product, the
more recognition you’ll get.
Community relations. When you donate your goods or services
to local charities and fundraisers, you get more exposure and recognition. You
get to feel good about contributing to your community, helping build positive
relationships, and you get the benefits of extra promotions.
Another point to keep in mind as you plan your marketing strategies, is to
always make sure that the value of your giveaway is known. For instance, when
you donate a service to a silent auction or fundraiser, make sure that the
receiver will know it was a “$50 Value” that they are getting for free, or for
whatever bid they pay. That way the consumer knows the true value of the service
or product.
Giveaways can serve as a valuable marketing technique for your small
business. Knowing how much to give, and in what ways, can help it work to your
advantage. | 
