I want to expand my customer base. Are free trials worth the investment?
Absolutely. A free trial is a great marketing tool and a solid step toward establishing good will with new customers. Trials with products aimed at particular audiences are effective, such as chewing gum geared toward people with dental work, tasty protein bars for athletes or eye shadows that complement certain eye colors.
''Very few people are going to give you a bunch of money to try something if they are already using a product that works,'' says Kenn Devane, president and CEO of MineTech, a consultancy that helps companies find patterns in customer data. "I think you have to do a free trial."
