Optimarketer: The Marketing Optimization Blog

"Free" is Bigger than "Jesus"

"Free" is arguably the most potent word in marketing. It's also one of the more popular search terms on Google. Here are results for a ridiculously diverse collection of search terms (number of Google results are in parenthesis).

10. "Beatles" (89,900,000)                                                                                                                    9. "Britney" (141,000,000)                                                                                                                     8. "Obama" (191,000,000)                                                                                                                    7. "Jesus" (259,000,000)                                                                                                                   6. "Football" (550,000,000)                                                                                                                   5. "Sex" (869,000,000)                                                                                                                       4. "Family" (1,710,000,000)                                                                                                                 3. "Love" (2,380,000,000)                                                                                                                   2. "Google" (2,700,000,000)                                                                                                               1. "Free" (4,530,000,000)   

Actually, one marketing term is even more popular than "free" (see the visual). Check out other interesting search terms on Google and add the results to "Comments."

Larry Holmes Called My Twin Brothers Today

It was a birthday present for Eddy and Larry Rosenthal, who happen to be just 15 months younger than yours truly. I arranged the calls through Hollywood is Calling.

In addition to the former Undisputed Heavyweight Champion of the World, customers choose from Lou Ferrigno (the Hulk in The Incredible Hulk), Joseph Gannascoli (Vito in The Sopranos), Russell Johnson (the Professor in Gilligan's Island), Ron Palillo (Horshack in Welcome Back Kotter), Butch Patrick (Eddie in The Munsters), and more than 80 other famous human beings.

Direct marketers sick of offering the same old stuff to prospects and customers may want to give this thing a test when the situation is right. We'll continue the discussion on novel direct marketing offers on our Facebook group, What I Saw at the Direct Marketing Revolution (see the Unusual Direct Marketing Offers discussion board).

Here's a relevant video clip for Larry, Eddy, and classic rock fans everywhere. Enjoy. 

Sampling and My Skin Problem

I get acne. I never thought I'd say that at this age -- but hey, if that's one of my bigger problems I guess I'm damn lucky.

As a kid, I tried everything. To earn a few extra bucks in college, I participated in a clinical study for a new medication I hope was never released (it didn't do shit). I actually recall being excited when benzoil peroxide hit the market.

Until recently, I was a Stridex man. But even the formulation for sensitive skin dried the hell out of my face.

One day recently I was in the mall with my little girl and we headed into Origins. The saleswoman looked at me and said, "Tell me about your skin."

Almost immediately after she heard my story she announced, "I have something I use that you're gonna love," and handed me a tube of Pure Cream. When I hesitated she added, "Take home a little and try it for a few days."

How could I turn down an offer like that? Sampling is a tactic we use at Mothers of Invention, but it's hardly original. Check out what Claude Hopkins wrote 85 years ago in Scientific Advertising:

"Two men came to me, each offering me a horse. Both made equal claims. They were good horses, kind and gentle. A child could drive them. One person said, 'Try the horse for a week. If my claims are not true, come back for your money.' The other person also said, 'Try the horse for a week.' But he added, 'Come and pay me then.' I naturally bought the second person's horse."

Back to Pure Cream. Turns out, the stuff is amazing. My acne's reached a new low. Marks I've had on my face for years are even starting to fade.

Origins has what's known as a customer for life. And it all began with a sample in a tiny plastic container that cost them next to nothing. At $17.50 a pop for a supply that should last around 10 weeks, they'll take in around $2,200 from me in today's dollars over the next 25 years.

I'll be seeing my brother's family in New York next week. Guess what I'm bringing my nephew.

Have any sampling stories of your own to share?

From Bribery to Charity: An Idea for Direct Marketing Managers

Direct marketing professionals wrote the book on bribery.

They bribe individuals for lots of reasons: For accepting a magazine subscription. For buying a product by a certain date. Even for doing a meeting with a sales rep.

The goods and services our industry gives away are often worth hundreds of dollars per recipient. When marketers want an executive to part with a million bucks, it's amazing what they'll hand over just to secure a meeting.

Bribes are often used in "clutter-busting" or dimensional (3D) direct mail campaigns. In fact, some people receive an item quite valuable just for being on a marketer's short list of coveted prospects. But they're also a staple of traditional direct mail and other marketing programs.

From day one, direct marketing and advertising enthusiasts are taught to appeal to readers' self-interests. That's why corporations literally give away tons of iPods. But what if we could find a way to tap into the philanthropic urges of business executives -- or at least offer a charitable option for executives who aren't allowed to accept a gift, or simply prefer to do some good?

The possibilities are endless, but here's one example: Did you know that for $240 you could give a child surgery for a cleft lip through Operation Smile? I know some executives don't give a damn about what happens beyond their excessively fertilized lawns, but I gotta believe many would love to do some good simply for meeting with a sales rep to learn more about a product or service.

I'd like to get my direct marketing agency, Mothers of Invention, more involved in cool tests of charitable offers, to see about maximizing return on investment and charitable giving. We'll even give a nice discount on our fees to any company that runs a dimensional or traditional direct mail campaign with this type of test. Email or phone me if you're interested.

This is one idea I hope other direct marketing people rip off and liberally use. If our industry embraces this, we could make quite a difference.

Happy holidays.