Many stores as well as service providers have been increasing their use of loss leaders to generate business, promote goodwill for the company brand, and build trust with their targeted audience. A recent trend has been to utilize educational booklets as a free gift to customers, prospects and past clients instead of using a traditional sales approach. This loss leader approach in turn is designed to open the door to follow up contact where the relationship building process is continued. Giving someone a booklet that enhances their life and discusses health, stress relief or improving the quality of life is a meaningful gift and not one that gets tossed.
According to Dee Cohen, a licensed social worker, "People close down when they feel they are being focused on for a sale, but they open up when they are approached as someone you truly wish to help." One example of the type of free promotional gift that can gently promote a related service is the twenty four page stress reduction booklet entitled "How to Stay Balanced During Stressful Situations,"
Giveaways of this type are also favored because their format invites multiple uses. Set up as a booklet, this type of free gift may contain a blank space where a sticker containing the business contact information can be placed. The free gift may be given away at fairs, expos or guest appearances as well as mailed during the holidays to recruit new prospects and to reactivate existing clients. It also is known to have uses as a quiet "leave behind" tool, to give clients an overview as to how the company's services or products can help them.
The "How to Stay Balanced" booklet is one example of how businesses can employee non aggressive tactics that provide value and build loyalty. Educational booklets have more longevity than many items used in promotional marketing settings because they are resource guides to study.
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