Yes Virginia, There is a Free Lunch.

• Author: Harding, Becky
• Position: Marketing freebies - Brief Article

Freebies increase response rates

Everyone knows there's no such thing as a free lunch. Everyone but direct-response advertisers, it appears. They understand that a free lunch - or a "free jar of honey" - can increase the response rate by as much as 20 times the norm.

"Offers are an indispensable pillar in direct-marketing strategy" says Steve Cuno, director of creative services for Respons? dvertising in Sandy. The key, however, is to find the perfect offe? for each market. "For one large-ticket item, we discovered tha? offering an information packet increased response 10 times ove? offering nothing. But offering a free jar of honey increased response 20 times."

While today's image and awareness advertising is designed t? spur a reaction at some later date, Cuno stresses that the som?thing-for-nothing free offer also leaves a lasting impression i? addition to causing an immediate, measurable response in ter? of sales and leads.

Cuno approaches marketing like a scientist, meticulousl? measuring and tracking results. He knows from trial and err? what type of envelope evokes the best response, where a recip?ent's eyes will fall...