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FutureNow Post
Monday, Nov. 3, 2008 at 12:52 pm

Turning Free into Paid…

By Bryan Eisenberg
November 3rd, 2008

Use the power of words. According to AdRants, Holland-based CoffeeCompany, with help from THEY, has started promoting menu items through people’s WiFi menus. Instead of using the typical network names for their WiFi network they experimented with wittier names to “motivate” people into paying:

By continuously changing the names of their store networks to such things as OrderAnotherCoffeeAlready, BuyCoffeeForCuteGirlOverThere?, HaveYouTriedCoffeeCake?, BuyAnotherCupYouCheapskate, TodaysSpecialExpresso1.60Euro and BuyaLargeLatteGetBrownieForFree, the chain is able to both promote items as well as guilt patrons into realizing free WiFi really isn’t totally free.

How are you experimenting with words to boost your conversions? In this economy you must always be testing.

P.S. Manoj’s from Web Analytics World just published an interview about our book Always Be Testing.

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Comments (8)

  1. I have to say I do appreciate this creative marketing approach.

  2. That is awesome!

    And it seems (or at least feels to me) very harmless to the consumer.

    It’s jokey and fun. I like it.

  3. This is a smart way to advertise in a unique way, I think there might be other applications for this… hotels, diners

  4. It’s a good job that lots of Dutch people speak english as well. :-)

  5. Pushing free to paid is a lot harder than it might seem. I had initial ideas that a 50% conversion ratio would be easy. It’s not that easy I tell ya!

  6. Coffee keeps you creative I see. Nice way of pushing your marketing boundaries.

  7. Creativity my man, creativity. Keep it open.

  8. Clever. Though I don’t know if it’ll really do much for business. It never hurts to try things though.

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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