The Case against FREE

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By now everyone’s read the stats on the importance of free shipping, but we see many brands offer free product  in an effort to promote sales without the hassle or cost of creating another SKU

We recently met a dynamic duo Olga Parno & Cassandra Wills. Cassandra is a music executive who successfully  launched a line of color cosmetics, Haute Face a few years back, with the Martini Makeover, actually serving martini’s at Saks while makeup artists transformed customers.

Her philosophy? Never, Ever, give away your products. Give away shipping, services, ancillary products, but never devalue your brand with BOGOs, discounts, or give aways. A reminder that building brand equity is a slow and costly process that can be easily derailed in the quest for quick sales.