Page 106 - 100 Great Marketing Ideas (100 Great Ideas)

49 GET SOMEBODY ELSE
TO PAY FOR WHAT YOU
GIVE YOUR CUSTOMERS
FOR FREE

Getting money out of people is never easy, and it seems that the
more money someone has, the less likely they are to want to part
with it. Wealthy people are constantly being pestered for money—
by charities, manufacturers of prestigious brands, investment
consultants, get-rich-quick artists, and so forth.

Most of these people become hardened to sales pitches, and get
used to dodging advertisements: getting to them is never easy, so a
possible way forward is to give them something for free, no strings
attached. After all, they didn’t get rich by paying for things!

The idea

thisismoney.co.uk is a website run jointly by several newspapers
(the Daily Mail, the Mail on Sunday, the Evening Standard, and
Metro). The website carries news and views about all financial
issues, whether pensions or the stock market, at no cost to the
visitor. Visitors can even ask for free advice from the journalists.

The site costs relatively little to run because the stories have already
been prepared for the respective newspapers—at most, they need
some editing to fit the format of the website. The site is paid for
by advertisers, happy to have access to a group of people who have
enough money to need to go online for advice on managing it. The

100 GREAT MARKETING IDEAS • 97