The Australian Small Business Blog

Monday, July 05, 2021

Ad of the Month - Buying a Customer

by Dr Greg Chapman

Lots of businesses give a free trial of some description as an introduction to new customers, but this is usually for a non-physical product or service. It’s somewhat harder for the seller of physical products where there could be some loss involved.

This clothing retailer found a way of doing this for their target market, while at the same time getting great publicity for supporting those who really need it even before they can become a customer.

H & M provides many young men their first suit at very low prices compared to other retailers. In this campaign, they will supply a free 24 hour hire of a suit for a job interview for the unemployed. There is a cost for late return or damage, but its free home delivery and booked online.

The campaign, called One Second Suit, states: “A suit isn’t an outfit. It’s confidence. A signal to the world and a reminder to yourself you’ve got what it takes. Book the suit. We deliver it. You smash the interview. You return the suit. All free. Job done.”

And if they get the job, where do you think these young men will buy their suits, shirts and ties from for many years? And, of course, H & M will have contact details for follow up marketing.

Plus H & M received lots of free publicity for their campaign.

How could you offer a free trial of your products to attract new customers?

May Your Business Be –As You Plan it!

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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.

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