Giving It Away for Free

A recent discussion about "freebies" allowed me to examine my own policies. Of course, my thinking has changed over the years. Influenced by my experiences and by many wise sages of the balloon world. There seem to be two extreme schools of thought.

On one side: Those that never give away any balloons. Don't work for free for any reason. This would diminish the artist's value, destroy the chance to get paid for future events and plant a seed in people's mind that "balloons are just free".

On the other side: Balloons bring joy to everyone, so everyone should get a balloon. Take balloons with you wherever you go and make something for everyone you meet. This spreads the joy of balloons, expands your potential customer base and is a lot of fun.

I believe most ballooners are somewhere in the middle of these two extremes. But finding a comfortable compromise can be tricky. I have always run my ballooning as a business. Whether, as I first started, I was a part-timer or later when I became a full-time company. I learned from those that came before me to handle the business as a professional. While I don't always have a bag of balloons on my shoulder and I don't sit at the park just making balloons for fun, I have discovered some very strategic ways to promote my business providing "free samples".

When I first joined my Chamber of Commerce, I didn't have a lot of money for advertisements or sponsorships. But each meeting/luncheon/event offered the opportunity for promotion. The Chamber had a table that allowed members to display business cards, flyers or coupons. I brought a balloon sculpture with a stack of business cards. I spent the entire meeting talking about balloons, twisting, entertaining and the services I offered. At the end of the meeting, I offered the sculpture to be given away as an attendance prize. To this day, my sculptures are highly sought after prizes, discussed for months afterward and have brought be a significant amount of business.
I have created a buzz about my business with a unique "freebie". Nobody is discussing the coupons from the local pizzeria. They make take one, but people are not pointing at the pizza guy and saying "That's the guy who makes pizza". The insurance agent gives away an umbrella at every monthly membership luncheon. It may be a good way to promote the agency but next month nobody will talk about who won the umbrella. Many people will discuss who took home the giant balloon penguin family sculpture.

Connie Iden-Monds, one of the smartest business minds period, offered an excellent promotional idea a few years ago at Twist & Shout. She talked about using her non-balloon corporate friends as marketing tools. She would call several contacts at large offices and told them she would be delivering large balloons sculptures to their offices on a certain day. She asked her friends to leave the sculpture at the reception desk for as long a possible. A stack of business cards accompanied each sculpture. Once the friend picked up the sculpture, they were asked to place it somewhere very conspicuous: lunchroom, meeting room, coffee machine or just leave it at the front desk. Somewhere that a lot of co-workers and customers would see it. Of course, the business cards stayed with the sculpture. The deliveries were made early in the morning for the most impact.

I will always support organizations that are important to me. Some people write donations. My donation is one of time and talent. I offer the most unique of support: balloon entertainment. The organization gets extraordinary balloon creations for their event. I get to know that I supported a great non-profit. The added benefit of promoting my business is a bonus. Potential customers get to see me in action and they know I have a heart by supporting the same group that they do.

Of course, I must balance the "non-profit" work with the "profit" work. I get two or three calls a week asking for my "support" or a "donation of time" for a "really good cause". I don't doubt they have a good cause, I can't donate to all of them. Even if it would mean "excellent exposure" and an "opportunity to give away my cards". (These are commonly used words used by non-profit event organizers) I don't blame them for trying. Their job is to call anybody and everybody who will help make their event a success.

This is a business and the bills can't be paid with balloon sculptures. Or can they? Maybe I should try to send the electric company a woven bucket truck next to a utility pole....



Thad James
SAMMY J Balloon Creations