第1477期:Getting something for nothing

词汇表a freebie 赠品，免费品complimentary （公司）免费赠送的marketing 销售，营销feedback 反馈意见trendsetter 引领潮流的人influencer （营销）具有影响力的人upmarket 高档的，高端的brand 品牌create a buzz 制造话题engage in 参与到……中retail 零售promotional campaign 促销推广活动endorse 宣传，推荐（产品）future selling 远期销售cross-selling 交叉销售up-selling 追加销售client 客户budget 预算'there's no such thing as a free lunch' “天下没有免费的午餐”，即世上没有不劳而获的事情文稿:Everybody likes to get a freebie – something given to you to try for free. 每个人都喜欢得到一个免费赠品——给你免费试用的东西。On my commute to work today I was offered a complimentary sample of washing powder and a bottle of new mineral water. 今天上班途中，我收到了一份免费的洗衣粉样品和一瓶新矿泉水。Lucky me eh? Well it's not necessarily down to luck – where you can grab a freebie depends on a number of factors.幸运我是吗？好吧，这不一定要靠运气——你可以在哪里获得免费赠品取决于许多因素。For businesses, giving out something for nothing is an important marketing technique. 对于企业来说，不劳而获是一项重要的营销技巧。We might not give it much thought but they are keen to see our reaction and hear our feedback and ultimately make us buy more.我们可能不会考虑太多，但他们渴望看到我们的反应并听取我们的反馈，最终让我们购买更多。  But who they hear from is very crucial. They want to target the so-called trendsetters and influencers, in the hope that they will speak positively about the product and then sell more.但他们从谁那里听到是非常关键的。他们想瞄准所谓的潮流引领者和影响者，希望他们能积极地谈论产品，然后销售更多。In the UK, the makers of an upmarket popcorn brand gave out free packets at London's Fashion Week to create a buzz about their product by fashionable people. 在英国，一个高档爆米花品牌的制造商在伦敦时装周上免费发放小包，以引起时尚人士对其产品的轰动。A spokesman said  "It's less about immediate increase in sales, and more about getting our product in the hands of people who will excitedly and personally engage in our brand and story."一位发言人说：“与其说是立即增加销售额，不如说是让我们的产品交到那些会兴奋地亲自参与我们的品牌和故事的人手中。”Living in a capital city certainly improves your chances of getting a freebie. 住在首都肯定会提高您获得免费赠品的机会。Not only is the population larger but these places are often considered the trendsetter for retail purchases. So if you live in London, Paris or Beijing you'll probably see a new promotional campaign launched there first.不仅人口更多，而且这些地方通常被认为是零售购物的潮流引领者。因此，如果您住在伦敦、巴黎或北京，您可能会首先看到在那里推出的新促销活动。 The hope is that the fashionable city dwellers will try and like the new item and endorse it on social media. 希望时尚的城市居民会尝试并喜欢新产品，并在社交媒体上为其背书。Eventually everyone around the country will know about it. 最终全国各地的每个人都会知道它。How businesses give away freebies is also of interest. According to behavioural economist Enrico Trevisan, they have three different approaches: "future selling, cross-selling and up-selling". 企业如何赠送免费赠品也很有趣。根据行为经济学家 Enrico Trevisan 的说法，他们有三种不同的方法：“未来销售、交叉销售和向上销售”。The first is about giving something away assuming we will like it and buy more later.第一个是假设我们会喜欢它并在以后购买更多东西，就赠送一些东西。 "With cross-selling, the company tries to gain new clients through an entrance product, with the intention of selling them additional products during their life cycle" and 'up-selling' happens when a basic version is given away for free but charges a client for more advanced and complete versions. “通过交叉销售，公司试图通过入口产品获得新客户，目的是在他们的生命周期内向他们销售额外的产品”，而“追加销售”发生在免费赠送基本版本但收取客户端以获得更高级和完整的版本。Maybe you've experienced one of these approaches?也许您已经体验过其中一种方法？Of course a freebie is not actually free – someone has to pay for it and this usually comes from a firm's marketing budget which is funded by the products we buy – so the expression 'there's no such thing as a free lunch' could be true!当然，免费赠品实际上并不是免费的——有人必须为此付费，而这通常来自公司的营销预算，该预算由我们购买的产品提供资金——所以“没有免费的午餐”这句话可能是真的！

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