Front-End : Back-End Marketing
Below are three good examples of Front-End offers to the prospect.
By acquiring customers at break-even or possibly at a slight loss, these companies know that the real income in their business will be made at the "Back End", by introducing additional products or services, and through ongoing subscriptions.
British Gas Example:
To encourage Amazon customers to sign up to a monthly boiler maintenance service, they were offered a free carbon monoxide detector, worth £34.99
Vista Print Example: Prospects are offered 250 business cards completely free, without obligation, simply to get them to try the online Vistaprint service. Vistaprint know that a proportion of these prospects will also need additional print items, which is where they make their main (back-end) profits. The strategy is designed to make it as attractive as possible for new prospects to take action.
Money Penny Example:
To encourage prospects to try out their call answering and messaging service, Moneypenny are prepared to let them try it for a whole week completely free. They know from experience that their service is so efficient and impressive that a number of businesses will sign up to a regular monthly fee.
