The High Cost of 'Free': Four Types of Free Offers and How to Calculate Their Cost to Marketers

Who doesn't like free? When I worked at Columbia House, the music club company, our best offer was "Buy 1, Get 1 Free," not "2 for the Price of 1" or "Get 2 at half price." Why did we use "Buy 1, Get 1 Free"? Because it was more enticing to our customers, even though it's the same as "2 for the price of 1" or "Get 2 at half price." We always used this offer.Read the full article