Beecham's photo-folio : 24 choice photographic views : one penny : Conway to Carnarvon / Thomas Beecham.
The pattern
This still is filed under Utility premium.
Define
The free thing is kept because it works (a calendar, a tool, a template) and the brand rides along.
Mechanism
Usefulness as media. Frequency of use is frequency of exposure. Distinct from a keepable card: here the object has a job.
Verdict
We can give something people will actually use next week.
Why it works
Beecham effectively subsidizes the cost of high-quality souvenir photography, selling the books for a mere penny. Because the books are genuine keepsakes of popular tourist districts, they are permanently retained in the home, acting as a permanent billboard for the brand.
Steal this when
You want to create a permanent branded artifact in your customer's home by subsidizing the cost of something they already want to collect or keep.
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