Dirk Singer, chief of the London-based Cow PR shop, has a nice review of the North Face iPhone app, which gives skiers free information on snow conditions. “Though it contains a link to the nearest store, North Face knows better than to interrupt users’ ski holidays with constant brand info,” Dirk writes.
This reminds us of the recent Bud.tv failure, which by comparison pushed the brand hard and made it difficult for users of the entertainment site to derive any content (Bud.tv had an extensive registration/log-in process that required your driver’s license). Unlike North Face, Bud.tv failed because it didn’t offer enough free value first before trying to identify (or sell) you, the user.
Wired editor Chris Anderson has been making rounds talking up his new book Free, filled with the concept that the rapidly diminished costs of data transfer and storage mean prices for many services are also approaching zero. In this competitive arena, marketers need to provide some level of service for “free” … while in reality they hope to make money by selling goods to a fraction of the users. As Chris has noted, even if you sell to only 1% of your audience, if your audience is big enough, 1% of a large number can still be a large number. North Face has gotten the free-vs.-selling balance right. Next time we head north to ski, we’ll check out their iPhone app … and then maybe buy some gear along the way.