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Use "PREMIUMS" In Your Ads

by AmericanMuscleTA
2 replies
Alright Warriors,

I've seen some newbies come in and ask where they could get a swipe file or see examples of great ads.

So, I want to share this great ad with you from Harbor Freight (I'm sure all my U.S. friends have seen these ads everywhere). I also did a blog post on this ad, and want to share the ad here. This is such a great ad to study...



Harbor Freight does a great job using "Premiums" to attract customers into their stores (every time I go to one they are packed with herds of people).

Lots of businesses offer just one premium... but Harbor Freight offers multiple premiums (I have another ad of theirs that offers different premiums). This gets you engaged into their ad.

In Bill Glazer's book, Outrageous Advertising, he says, "Giving a choice of premiums instead of just one is a very powerful marketing technique, which is called "INVOLVEMENT." In the case of the choice of premiums, you "involve" the prospect in thinking about which premium he wants versus whether he wants the premium at all. Typically involving the prospect will increase response even more."

You may not need a pair of scissors, but... maybe you were thinking about getting a new tape measure or flashlight. Bingo, they just got you (the other ad I have also offers work gloves and a screwdriver set)!

Also, there's a "Reason Why" in the ad. You may be wondering why in the world would they give me something for free and not have to purchase anything??! Well, they just explained it.

So, what are other marketing tactics you can find in the ad? Anything you would do differently when designing this ad and writing the copy?
#ads #advertising #marketing #premiums
  • Profile picture of the author StarkContrast
    Well, for me I see a lot of "fine print" under each item offered for Free. That's a concern to me because I have to read each one. I think we've all reached the cashier before and the item that was free or reduced wasn't exactly what the Fine Print said it should be. It's a way to tick people off in a hurry. Not saying that's the case here but it has the potential. I can't read them on my computer but I suspect they give the limitations of their free merchandise.

    I think with the FREE offer, there should be one caveat: one per customer. Yes of course it will be abused but for the most part it won't be (Claude Hopkins noted that about people and honesty in Scientific Advertising). The fine print seems to say a lot more than that.
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  • Profile picture of the author AmericanMuscleTA
    Ah... the fine print. There's always the fine print.

    The fine print for each free item says...

    "LIMIT 1 - Cannot be used with other discount coupon. Coupon good at our retail stores only. Offer good while supplies last. Non-transferable. Original coupon must be presented. Valid through 12/1/14. Limit one FREE GIFT coupon per customer per day."

    So, really, you just can't use other coupons at the time and you can't take all three coupons in to get you the three items the same time.

    Not too shabby!
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    David Hunter | Duke of Marketing
    www.DukeOfMarketing.com
    www.BibleAndFriendsYouTube.com

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