Is your free really free?

A few weeks ago, I ordered some business cards on-line from Vista Print. Without my consent, they gave me a “free” subscription to “Jet Magazine.” Besides not wanting any free magazines, nor wanting my profile information shared with a magazine publisher, the publication wasn't targeted to my demographic. As nice as the magazine appeared, I wasn't interested in receiving it.

I had a nice laugh with the Jet Magazine representative who processed my cancellation. She shared with me that she processes a lot of cancellations, all stemming from the “free” subscriptions from Vista Print.

So, for whom was this magazine “free”? Not for me. I had to invest additional time contacting Jet Magazine and Vista Print to re-verify my opt-out settings. It wasn't free for Jet magazine who probably paid Vista Print a commission for each forced subscription as well as incurred the processing, production and distribution costs. It certainly wasn't free for Vista Print who lost a customer and any future revenues from me.

Who receives the most “value” from your business's “free”? The short-term benefit to business is clear when the “free” results in a sale that would not have otherwise been made. Although some customers acquired this way may become longer-term customers, many won't as they experience buyer's remorse or are lost to the next “free” offered to them.

Customers benefit when your “free” is applied to something they already value or chose to try. The customer decides what they want and your “free” facilitates making the buy or try decision. These satisfied customers are most likely to become long-term customers and positive advocates for your business.

Brian Geary