iStockPhoto surprised me this week and made an impression with a small token.
After choosing to buy a photo, I was pleasantly surprised to receive a free download from their “Before & After Magazine” series. This small token:
1. made the purchase mentionable
2. added value
3. validated my decision to do business with iStockPhoto
This was not an incentive to buy. I did not know the guide would be offered when I decided to buy the photo. It was simply a surprise.
But for iStockPhoto, it is a great idea! This useful guide (“How to crop photos for function and meaning”) cost iStockPhoto nothing extra to deliver and provided value to both of us in return.
Plus, it gave me a chance to preview the quality of the “Before and After Magazine” series; attempting to encourage me to purchase others in the series.
The Actionable Point
What little token do you have that you can give to your customers not as a pre-purchase incentive, but as a surprise value-add?