Free works. Free is hot right now. In a challenged economy, Free gets attention.
Recently, author and editor of WIRED magazine, Chris Anderson had a best seller titled, FREE, The Future of a Radical Price. The premise, in today’s digital age, the most effective price is no price at all. To prove his point, he gave away 170,000 free downloads of his book and achieved New York Times Bestseller status!
And remember when Denny’s advertised in the Super Bowl and gave away free breakfast to everyone two days later? Even Oprah and KFC got in on the free act to introduce grilled chicken. And right now, Southwest Airlines is advertising – FREE checked bags! So if you have a client that wants to use drab and blah blah blah for their advertising campaign, DO NOT LET THEM. They must be competitive in this kind of enviornment and they must use creative that makes them squirm a little.
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