This is attribute #6 of the Top Ten Attributes of a Guerrilla Social Media Marketer. (unedited excerpt from my upcoming November 2010 book published by Entrepreneur Press and co-authored with Jay Levinson):
#6) Free and Variable
It is important to use free digital give away’s that have real value and customer benefits. Then of course we need a variety of paid options to upgrade to. One size fits all doesn’t work anymore, people want very personalized options tailored to their particular taste and desires.
Lego.com effectively applies the concept of free and variable and is profiting greatly from it. Using soft steps to gradually build consent from the customer is a key guerrilla strategy. Starting with free and highly interactive games kids and adults alike quickly develop a loyalty and positive association to the Lego brand and the toys in the game
Guerrilla Social Media Marketing Attribute #6
Posted by
shanegibson under Social Media
From http://www.closingbigger.net 4545 days ago
Made Hot by: keenan on March 5, 2010 11:18 am
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Comments
4541 days ago
4545 days ago
It's interesting the seeming paradox between specializing in the products and services you offer while at the same time customizing the way you offer them. It's something like Malcolm Gladwell's story about the numerous kinds of tomato sauce. But, of course, they are all tomato sauce.