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Turning Free into Paid…
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.
About the author
Bryan Eisenberg is the co-author of New York Times and Wall Street Journal bestselling books Call to Action, Waiting For Your Cat to Bark and Always Be Testing. Bryan is available as a professional speaker. You can friend him on Facebook or follow him on Twitter (@TheGrok).
More articles from Bryan Eisenberg
- Nobody wants to read your sh**!September 21st, 2009
- Redesign? Ask The Right Questions!September 18th, 2009
- Cross-post: How to Improve a Product Page, Part 1September 15th, 2009
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November 3rd, 2008
2:15 pm
I have to say I do appreciate this creative marketing approach.
November 4th, 2008
11:52 am
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.
November 5th, 2008
9:36 pm
This is a smart way to advertise in a unique way, I think there might be other applications for this… hotels, diners
November 12th, 2008
9:06 pm
It’s a good job that lots of Dutch people speak english as well.
June 7th, 2009
11:51 am
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!
July 1st, 2009
7:41 am
Coffee keeps you creative I see. Nice way of pushing your marketing boundaries.
September 18th, 2009
4:48 am
Creativity my man, creativity. Keep it open.