Free trial advertising and its peculiarities
Modern shoppers have become spoilt for attention and choice. As a result, it is more challenging to interest them and even more so to encourage them to buy. In this case, an effective way of attracting customers is to advertise a trial version of the product.
The trial and subscription format is quite popular. Companies in a wide range of sectors use it. This approach primarily targets consumers who are conscious of their spending and are trying to save money. This model of interaction between the client and the company implies the conclusion of an agreement on regular payments after the consumer gets free access to the product for a certain period of time. The system automatically deducts the money if the user does not cancel the subscription at the end of the period.
How to properly promote the free version
Free trial advertising campaigns should adhere to several principles to heighten consumer interest. It is essential to follow several rules:
- the phrase “free of charge” should imply that the customer will receive the product at no additional cost during the specified period;
- specify the category of customers who can use the service, usually only new customers;
- it is permissible to charge for postal delivery, but you should also state it in the advertisement;
- indicate postage costs before delivery is agreed so that the customer is aware of them in advance;
- administration and packaging charges are waived.
The advertisement should include the terms and conditions for working with the company. In addition, it is important to indicate that the consumer will have to pay to continue using the product after the trial period. The contract specifies the amount of the periodic payment and the penalties for non-payment.
In addition, the advertising campaign should explain the clause about the automatic withdrawal of funds at the end of the free period. Everything should be as transparent as possible and described in language the consumer can understand. Failure to do so may result in misleading advertising, damage to the brand’s image and even litigation.
A free trial helps the customer evaluate the product’s benefits, so advertising this service should demonstrate the company’s openness and reliability. The ultimate goal is to create a loyal customer who appreciates the service and pays regularly for the subscription.
You also need to pay attention to the style of advertising itself. It should not be aggressive or pushy. While using the free version, the consumer gets to know the product and the company, its communication style and level of customer focus. In this case, it is essential to start building trust with the target audience as early as the free version promotion stage.