Rainmaking Secrets

Traditionally brands have used advertising to excite demand. The problem is, it is very difficult to communicate your cutting edge features and end-user benefits in a magazine ad or even a 30 second t.v. spot.

More and more brands - especially those who have supreme confidence in their products superiority are allowing customers to try before they buy.

Take Bose, the world leaders in speaker technology. Bose now offers to send its new wave music system to customers and let them try it out for 30 days at no cost. If they truly don’t like the product they can return it to Bose at no cost. Bose now runs Try and Buy retail kiosks in airports - where flyers can trial Bose’s noise canceling headphones.

Tryvertising obviously has its costs, but as brand experts Keith Lincoln and Lars Thomassen point out in their book, How to Succeed at Retail (Kogan Page, 2007):

“Marketers operating a tryvertising mindset will find completely new ‘conversation channels’, if not the most unexpected partners and alliances.”

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