I’m quite wary of those “collect a stamp every time you buy” type-deals.  My wallet isn’t big enough to fit all the individual loyalty schemes, and I don’t tend to frequent the same joint enough times to get over excited about my freebie.  But the other day, I happened to find one on the pavement – all stamped up and ready to go.  

It was from our local café – Coffee@ on Whitecross Street.  The offer seemed enigmatic – get enough stamps, get a free gift.  That’s all the card said - no list of terms and conditions, no time limit.

I was curious, and though feeling a little guilty for not actually purchasing eight beverages to get my full card, proceeded to go in to claim my free gift. I expected the barrista to pull out a small tepid filter coffee from below the counter.  Instead, I was told I could choose ANYTHING from the bountiful menu on the wall. 

Thus it truly was a free gift.

And therefore an extremely successful loyalty campaign. Especially as I have told everyone about how good my free coffee was (a medium cappuccino – there’s no need to be greedy).

Free is a great marketing tool, but so is curiosity. One of our rules is “try before you buy”. What better way to get people excited about something than to not only let them have a free taste, but to intrigue them enough to take a bite in the first place. 

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