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.