In a recent LinkedIn post, Jason Feifer discusses the often-overlooked reason why free offerings can fail to create lasting impact, contrasting them with experiences that require a small effort from the consumer. Feifer highlights a clever marketing activation by the microbrewery Farnham Ale & Lager to illustrate his point about the power of earned rewards over gratuitous ones.
The Pitfalls of ‘Free’
Feifer challenges the conventional wisdom that simply giving something away is an effective marketing strategy. He posits that without any investment of effort or value from the recipient’s side, the item or service quickly becomes forgettable. As Jason Feifer notes:
If you give people something for free, they’ll take it — and forget it. No value was exchanged, so they don’t value it.
This perspective is rooted in behavioral economics, suggesting that the perceived value of an item is intrinsically linked to the effort required to obtain it. Feifer extends this by stating, “That’s why free giveaways often have no impact.” He argues that the lack of a meaningful exchange diminishes the psychological ownership and appreciation of the ‘free’ item.
Crafting Memorable Experiences Through Exchange
The core of Feifer’s argument lies in the concept of a ‘meaningful exchange.’ He uses the example of Farnham Ale & Lager’s activation at beer festivals to demonstrate how even a small, fun commitment can transform a freebie into a valued experience. Feifer explains the mechanics:
On the front, it said (in French): “Shout out your bitterness and we’ll replace it with ours.” When people screamed, the machine dispensed a beer. The louder they were, the more bitter the beer!
According to Jason Feifer, this approach created a memorable moment for attendees. Instead of passively receiving a product, they actively participated in a novel interaction. This active involvement, he suggests, makes the reward feel earned.
The Psychology of Earning
Jason Feifer emphasizes that the effort, in this case, shouting into a machine, created a connection between the action and the reward. This connection fosters a sense of accomplishment and makes the beer feel more valuable than if it had been simply handed over. In Feifer’s view:
Bottom line: People might take free stuff, but they’ll REMEMBER what they earn.
This principle, as highlighted by Feifer, is crucial for businesses aiming to build brand loyalty and create lasting customer relationships. By designing experiences that require engagement, companies can move beyond transactional ‘freebies’ to create genuinely memorable and valued interactions that resonate long after the event.
📝 About This Content
This article is based on insights shared by Jason Feifer on LinkedIn.
📅 Originally posted on March 31, 2026 | View original post on LinkedIn →