These days, it seems like the only way to bring in a crowd of new customers is to offer something for free. Free is the buzz word that will always grab any consumer’s attention. We all want something for nothing.

There is a new bakery in my neighborhood called “Rocky’s Treats” and they sell the most decadent creme puffs. When they first opened, to get the word out, they advertised in a mailer with coupons for a free creme puff. No purchase necessary. The proprietor said that he got quite a few of those coupons turned in, but that those customers never came back.

The local Abo’s NY Pizza in Centennial and Littleton started offering a similar method of tantalizing his customers. Watching the trends of Happy Hours and flowing libations, they decided to throw in a free bottle of wine with every $30.00 dinner purchase. You can’t use any other coupons with this offer, but it’s attractive for those who enjoy a glass of wine with their evening meal. The owner figures that when a couple goes out to eat, the bar tab alone can be over $30.00 so this is an incredible savings for his customers. A lot of restaurants might throw in a free glass or a free dessert, but at the Abo’s in both Centennial and Littleton, he’s offering the whole bottle for free.

Marketers know that the most powerful word in marketing is free. The word free draws in a crowd, but is that new business sustainable? Can you convert the customers who come in for something free to be loyal customers who will return later when the promotion ends?

Consumers tend to be skeptical of the giveaways these days because so often, there is a catch. The proverbial chase of “something for nothing” is out there, but mostly, consumers are like dogs chasing their tales. Most free promotions aren’t that free.

Using the free term can be a great way to entice someone to try out your brand for the first time, but if that’s where the enticement ends, then why would they return? When you have a customer in the presence of your brand – that is, in your store, interacting with your staff, enjoying their free-bie, are you creating a memorable experience for them to brag about or even remember?

Use the free item to draw in the crowd, but once they are there, connect with your customers in a real way that gets them talking about you. Collect their contact information and use it to thank them for their business and for giving you a try. Handwrite those thank you’s. Offer a customer experience that they can’t find anywhere else. Be revolutionary, and you’ll turn those free coupons into loyal customers.