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White papers and webinars proliferate now, a common lead generation tool for many companies. This week's free download from FreeTheSoldiers is an excellent example of viral marketing that uses a free download to gain attention for its advocacy message.
I received the link in an e-mail from a friend in Chicago. With the Passover holiday beginning on Saturday evening, the timing is perfect. So, what's the free download?
It's a PDF called, "A Passover Prayer for Israel's Missing Soldiers." It doesn't matter if you're Jewish or not, the concept is really smart and the timing ideal. Isn't that what good marketing is?
Across the world, Jewish families and friends are sending each other this download to acknowledge Israel's missing soldiers kidnapped and held captive in Gaza and Lebanon by Hamas and Hizbollah. One of them is just 20 years old.
The campaign, created by United Jewish Communities, is a joint initiative of a broad coalition of Jewish organizations rallying together in a display of solidarity and humanitarianism. The download will likely travel to homes in much of the English-speaking world just in time to print and recite at seder tables.
It's creative; it's easy; it's inexpensive; it's effective; and it's viral.
What do you think of it?
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Comments
Top Notch insight! I am a sales manager and I am trying to rally my team around the value of our services. We have a free Webinar every month. I am trying to leverage this service when talking to prospects. Any advice on how to utilize the value of FREE?
Posted by: Allin Bond | 04.17.08
Hi, Allin. The word, "free" is so overused in marketing that people can become oblivious to it. When the focus is on the benefits one can gain from your Webinars, then perhaps the value of the service is the primary motive. Psychologically, people value what they pay for, even when the amount is small. Why not charge a small fee and donate all net funds (after credit card transaction fees) to a charity that's aligned with your mission, product or service?
Posted by: Elaine Fogel | 04.17.08
I saw this link a while ago, sent to me by a friend at UJC. While similar things have been passed out in years past through synagogues and by word of mouth, the advent of web 2.0 and the publicity gained by posts on significant blogs like yours have really helped to get the issue noticed.
Given out something for free (as long as it is truly valuable) shows people your value and makes them say, "if this is what they are giving away, imagine how amazing the stuff I have to pay for will be."
We (Jewneric.com) plan to give out a free ebook soon. It will be part of a series of compilations based on the categories on our site. What do you think?
Posted by: Dave Weinberg | 04.17.08
posted...
http://jewneric.com/freethesoldier-gone-viral/2008/04/17/
Posted by: Dave Weinberg | 04.17.08
Cool, Dave. And good point about "free."
Posted by: Elaine Fogel | 04.17.08