John DiJulius | Customer Experience Blog


Hootsuite gave it away free and ended up with 5 million Customers

Give it away and they will pay later – Recently the founder of HootSuite, Ryan Holmes, wrote an article titled, “How to Get 5 Million Customers with Zero Ad Budget,” and shared that for the first three years, HootSuite spent literally no money on marketing, PR or advertising. Rather they built their business on the freemium model. The majority of users, hundreds of thousands of them, paid absolutely nothing for the service. And, it worked! Especially because free users have no vested stake in you, and no long-term contract. If you don’t deliver, they’ll move elsewhere. To this day, over half of HootSuite’s paying Customers-including some of HootSuite’s biggest enterprise clients, were once non-paying, free users. As Holmes says, “put your energies into developing an irresistible product and loyal user base. Worry about making money later. I can’t imagine doing business any other way.”

 

Freemium – The word “freemium” is a combination of the words “free” and “premium.” It is a business practice in which you give your product or service away at first, grow an extremely large Customer base that eventually can’t live without you, i.e. Facebook, Twitter, Google, or in which you give a core product away for free to a large group of users and sell premium products to a smaller fraction of this user base, i.e. Skype, Dropbox, and Evernote.  All were built on freemium. While this seems to be a new technique applicable to internet-based companies, this is the way many businesses started off, including brick and mortar, building a Customer base and brand awareness. The following is the marketing plan we executed 20 years ago when we originally opened John Robert’s Spa and couldn’t afford to spend any money on advertising. The result? Two decades of consecutive positive sales growth. 

 

Full article….

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