7 Keys to Marketing Genius: Inducing Trial
The following is an excerpt from The 7 Keys to Marketing Genius by Michael Daehn
Sales promotions typically offer a discount, rebate, or reward for trying a new product thus reducing the perceived risk for NEW clients to try a product. For example, if I can buy the new Brand X toothpaste for half price with a coupon, then theoretically I have reduced the risk of trial by 50%. The idea is that once the clients try the product, they will be sufficiently impressed to continue to purchase the product at the regular price. You are demonstrating to the consumer faith in your own product by providing incentives.