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Your short-term offers need long-term benefits

The problem with freebies and coupons is that you get deal-seekers and freeloaders who won’t be back after the deal is done.

But free offers do work to bring new customers in the door.

To make it work, make sure your short-term offer does something that will lead to a long-term relationship.

A great example is this offer from Publix supermarkets for free antibiotics. To get the pills, customers probably give their contact and insurance information, and will be back for a refill. They’re well on their way to becoming a long-term customer.

free antibiotics

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Comments

  1. Will March 9, 2011 at 8:25 am #

    Actually, this offer from Publix is a long term program. I have 3 kids so I have used their service frequently. You can get the listed generic antibiotics/medications for free as often as the doctor prescribes them. Of course, guess where we go when we need a prescription that is not on the list – Publix.

    Also, I have never been to the pharmacy at Publix to pick up a free prescription without leaving with several items to care for the sick one at home.

    When the Publix here started the program, it took all of two days for everyone I know with kids to have this info on their Facebook page. Not bad WOM for giving away meds that would have only cost $4 to $10 anyway.

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