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July 13, 2005
Looking at giveaways
Do bite-size chunk strategies of giving away some or all of your product work?
Jory Des Jardins of Fast Company examines three recent bite-size chunk efforts and asks myself and Jennifer Rice to assess their impact.
She offered bite-size-chunk efforts from Starbucks, TiVo and Skype. The quick assessment:
Starbucks: "Giving away" space in their stores (including bathroom usage) has been a dominant factor in the company's success.
TiVo: The company's promotion to give away DVRs to people who brought in Comcast cable bills was a gimmick that backfired when the company ran out of boxes.
Skype: The product is free when you use it to call others using Skype. Brilliant.
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