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Anderson conducted an experiment in which she distributed wrapped,  single-sample, coffee-flavored ice cream bonbons to everyone in line at her local movie theater. The patrons who received the free treat spent 24% more on movie refreshments than did the customers at a later show who did not receive bonbons.

She reversed the experiment, giving the bonbons to patrons at the late show the following weekend, and had the same results.

More than two-thirds of the money spent at the concession stands was on snacks other than bonbons, and the patrons also gave more positive reviews of the film and the theater than did the control group, Anderson reported.

Anderson has conducted about 30 experiments along these lines.

"Once people take any action, they like to take a second or third," she said.  the desire to reciprocate the kindness bestowed on them by the business also comes into play, she said.

The giveaway needs to be related to the product, Anderson said. Giving away candy at a trade show booth will not have the same effect, she said. And as many senses that can be included in the experience ? touch, smell, unwrapping a paper ? the better, she said.

A good giveaway at a stadium or arena is slices of pizza to patrons in line,   Anderson suggested. Concession sales of not just pizza, but other things, will increase, she said.

The employees giving away the free food are more successful if they are better looking, and asking patrons what they like best about the food will psychologically reinforce their desire to buy more of the product, Anderson said.

A trend Anderson sees coming in the future is co-branding of a venue's food offerings with a food provider outside the amusement industry to create a souvenir food item for a specific venue. For example, five museum stores across the country will be testing signature foods produced by Just Desserts starting in June, Anderson said.

Anderson has made similar proposals to stadiums, but said she finds a hesitance to partner with vendors outside the industry.

Madanmohan Rao is a columnist for the Bombay Times.  Kare Anderson is a professional speaker, a communication and cross-promotion expert,  a national columnist and Emmy-winner.  sayitbetter.com         
                                                    ExpertMagazine.com  

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