Social influence marketing can enhance free trial campaigns, as per a recent Harvard Business Review research.
Despite free trials attracting consumers and introducing them to new products, consumers obtained from them are less valuable, as often prospects do not convert. Most free trial campaigns seek to attract new consumers, instead of persuading existing consumers to spend more.
The study focused on mobile phone operators and provided subscribers with free 60MB of data. Consumers that used medium to high amount of data regularly were the ones that increased data usage, even after the trial campaign ended.
Nonusers of data were unresponsive. While higher users of data did leverage the trial offer, but they didn’t increase their usage after the trial. Companies looking to increase conversions must offer free trials to high and medium product usage consumers, and lower costs for the promotional period.
[3 minute read]