For years, video surveillance manufacturers enticed prospects with 'free' white papers and webinars and at shows would give away items worth a few dollars, at most.
However, these new entrants are giving away items ~$30, which is changing the calculus of marketing. Inside this report, we examine the two company's approaches, compare it to conventional marketing and look at what this means for future efforts.
Seems pretty pricey at first, but with proper screening, it's really not that bad of a deal. They are only sending giveaways to qualified folks, which means you are getting your targets on the phone. $35 customer acquisition.
It should be mentioned that simply attending the Rhombus webinar does not get you the Hydro Flask. They send an email follow up (see below) in which you have to commit to another direct call to receive your Hydro Flask. Assuming you meet their eligibility requirements.
Thanks for attending the webinar! To confirm your eligibility for the Hydroflask, we’ll need to schedule a quick 10-15 minute call. You can book directly on my calendar or let me know what days and times are best for you.
The Yeti mug giveaway is/was a good play by Verkada. Those tumblers can be pretty cheap when purchased directly (<$20), but have huge brand value, particularly among "outdoorsy" types (which I am not sure fits the profile of Verkada's target market, but whatever).
As noted in the report, you can easily end up paying $100+ per lead for a trade-show when you factor the all-in price (exhibit space, T&E, etc.). Paying $20 per lead, you only need 1/5 of them to net out to the same uptake rate as tradeshow booth scans, which seems feasible (at least to me).
Also, it should be noted these are still relatively cheap give-aways compared to some other markets. I have seen IT Directors/CIO's with literal stacks of free laptops and tablets in their office. If Verkada is targeting these people (and they seem to be), a $20 tumbler might not be all that impressive, but that also makes sense. For a $20 mug, none of these folks are likely to waste their time just for the giveaway, but for their target buyer of people actually interested in a DIY surveillance system, the $20 mug is a nice thank-you for their time.
Bear in mind, the people with the stacks of free gear are in a position where they are purchasing hundreds, or even thousands, of units annually. I have a feeling that when you are in that position the freebies find you automatically :)