The key is to give samples to the audience you want to reach, i.e., software packages to computer user groups, or nutritious snacks to health-oriented consumers. In the food arena, where one taste is worth a thousand words, firms now exist that test market new products for large and small companies alike through in-store demonstrations. A good demon- stration company not only keeps track of how much of your product was given away, but also submits detailed reports on what people said about the product and how much of it was purchased. Most people will appreciate the oppor- tunity to try the product, and hopefully many will like it enough to buy it. For example, if you own a retail clothing busi- ness, send out a flyer offering customers a free fashion consultation to draw them into the store.
Smart organizations go out of their way to make cus- tomers feel important and appreciated.
Frequent flyer clubs are the most pervasive example of loyalty-building benefits for customers only, now adapted by many kinds of businesses. Most software companies sell program updates to cus- tomers at discounted prices. And advance notices about sales or other changes or opportunities can help cement customer ties. On statement stuffers, receipts and invoices. And in person.