Cool Word: Advertrying or Tryvertising
I came across this term in an article in the CMO Strategy section of AdAge. Term was new, but the concept has been around a long time. Concept is providing product trials or hand-on experiences with prospects.
The web and broadband made advertrying a staple for software marketers. Today it’s a common thing to provide downloads of software on a trial basis that expire after a period of time or number of uses. Even today Adobe offers near 1GB downloads of their $1,000 professional applications.
Examples:
- AOL: CD-ROM in the mail with free trial period
- Maytag: Working washing machines consumers can use prior to buying
- Tylenol PM: Sample on a resort bed with note that says, “welcome to your vacation. Now get some sleep.”
The article was written by Brian F. Martin, founder-CEO of Brand Connections. Martin provides a podcast on marketing and branding at BrandFastTrackers.com. I just subscribed.