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Giving It Away

The latest post over at Ray Podders GrowBlog entitled Give it Away, Give it Away, Give it Away Now! discusses the positive strategy of giving something away if you're a brand:

'The strategic part is creating value with the new revenue channels the 'FREE' creates. Google gave search away for free so that Adwords can generate revenue. Give away mobile phones and earn from ringtones. Give away printers and make more on the cartridges. Give away hotel rooms and make it up on the selling of services and amenities…you get the idea.'

It's almost a paradox if it didn't have a proven business case. The more you give away the more you get back…

So why aren't, for example, the extreme sports brands interested in developing facilities for their customers rather than sponsoring specific events and teams of riders/skaters?

Filed by DK on April 16 2005

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