The expert revealed the mechanism of marketing traps with the word "free"
Offers with the word "free" are often perceived as profitable, but in practice they can be part of a marketing strategy aimed at increasing the buyer's expenses. Noema Minasyan, founder of the BOLSHE marketing agency, told Izvestia on March 9 about how this mechanism works and why "free" offers often cost more than regular purchases.
According to the expert, the word "free" is considered one of the most powerful marketing tools. It instantly creates a sense of benefit, even if it is rationally clear that nothing appears out of thin air in the economy. That is why this technique is actively used in various fields, from supermarkets to digital services. However, it is not uncommon for a "free" offer to end up costing the buyer more than a regular purchase.
As Minasyan noted, in many cases, "free" is not a gift, but part of a strategy aimed at increasing the average check. Sometimes companies can actually afford to give away a product without paying, but there is almost always a clear business logic behind this. One common example is the trial version of a product. Online services and applications provide free access for a limited period so that the user has time to get used to the product. After the end of the trial period, some users continue to use the service for a fee.
Another option is marketing investments, the specialist added. Brands can distribute samples or mini-versions of products to introduce the customer to the product. In cosmetics stores, for example, samples of other brands are often added to purchases, hoping that after testing the customer will return for a full-size version. However, the word "free" is much more often used as a psychological hook.
"The most common scheme is "free on purchase." For example: "the second item is a gift." In practice, the cost of the "gift" is already included in the price of the main product. Another popular technique is the minimum purchase amount. "Free shipping starting from 5,000 rubles" forces the buyer to get the basket to the desired figure, although initially he planned to spend less," Minasyan said.
According to the expert, in the premium segment — restaurants, hotels or private clinics — the word "free" is used less often because it can reduce the sense of value. Here, free items are more often served as part of the service: a compliment from the chef, a welcome drink, or a specialist consultation. The interest in the word "free" is explained by the peculiarities of psychology.
"When the price of a product drops to zero, the perception of benefits increases dramatically, even if the actual savings are minimal. The word "free" reduces the criticality of perception and strengthens the emotional decision, which is why such offers often become a trigger for impulsive purchases," she said.
In order not to overpay, the specialist advises you to ask yourself a simple question: would you have bought this product if the word "free" had not been in the sentence. It is also important to evaluate the total purchase price, rather than individual "gifts". There is a rule in marketing: if a product seems to be free, you will most likely have to pay for it later, concluded Minasyan.
Earlier it was reported that every fifth Russian is ready to spend up to 25% of his monthly income on babysitting services. According to the study, 45% of respondents already allocate or plan to allocate a budget for additional child care services, such as babysitting or a private kindergarten. At the same time, 28% prefer a nanny: of these, 20% are willing to spend up to a quarter of the income of one family member, and another 8% — up to half of the salary of one of the spouses.
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