I just finished listening to Chris Anderson’s book (free on audible) “Free: The future of a radical price” an he makes a great case for what he calls “rounding down to zero”. He postulates that anything in the digital world will eventually become free whether it’s information or services.

This new generation that has grown up with computers is very much use to the idea of getting things free online. The sooner companies realize this the sooner they can profit from this trend.

The idea of free plays a huge role in trade show marketing. Whether it’s free trials, free giveaways, free massages the list goes on and on. The power of free is undeniable. We as trade show marketers can harness this power and take it to the next level. What can you offer free that your competitor charges for without hurting your bottom line?

In the book the author tells of the story of how Jello finally got off the ground. The jello recipe and business changed hands a couple of times until someone got the idea to give free jello recipe books to households to create a demand for the product. Free recipes to sell Jello. Free razors to sell razor blades. The list goes on and on.

The race to zero has begun. How can you round down to free?