The reason this doesn't usually work in the education space is too often these freebies go to (and are part of a deal with) the people who recommend, approve or buy products, but not to the people you need to make the trial a success. In education, you have BUYERS who make decisions and spend money on things and USERS who need to implement these things successfully in the classroom. Just because a principal or superintendent has decided to buy or accept a free product, it doesn't mean a teacher will want to use it, know how, or figure out how to incorporate the product in the typical school day.
If you give the product to the USER (e.g. teacher) and he or she is hot-to-trot to use it and knows how, you have a better than even chance something will come out of the trial. But then your user needs clear instructions and guidance to make it work. Results tend to be spotty at best and you lose a lot of time running studies and watching some teachers do things right and others barely trying to use the product.
ONE EXCEPTION! I happened upon a strategy which put the free trial in the category of a controversial but successful television event -- one that showcased the product in front of over 3,000,000 people as the solution to a large bi-partisan problem. With good positioning, credibility and timing, this produced startling measurable results.
Contact me at john@edumetrix.com and I'll be happy to discuss this example.
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