55,000 free hotdogs and a dozen free videos

There's been some debate recently about totally free content vs. gate content. On one side are people like me who say put your stuff out for free (my ebook The New Rules of Viral Marketing that has been downloaded around a quarter of a million times in 2008). On the other side are people like Bob Bly who believe that gated content (such as white papers that require an email address to download) is the way to go. Many people suggest a combination.

Last week I was in New York spending time with my publisher at Wiley. After work, we went to see Canadian indie band Wolf Parade. But in order to get into the proper mood for the show, we first hightailed it up to Rudy's Bar & Grill in Hell’s Kitchen, New York City.

Rudy's serves free hotdogs. A lot of free hotdogs. In fact last year they gave away 55,000 free hotdogs. They also sell a hell of a lot of (cheap) beer. The place was packed when we were there.

I was wondering as I ate my second dog and drained my third pint if we’d have been there without the free hotdogs? And I wondered if I’d be seeing Wolf Parade without checking out their music for free on MySpace first?

Here's an Editorial Review for Rudy's Bar and Grill – by Rose Martelli

The Scene
Rudy's is one of the last bars in Manhattan where suits, slackers and lifetime ne'er-do-wells commingle in a laid-back, beer-laden haze. It's always loud and crowded, even when the backyard "garden" is open. And when you're ready to date out of your comfy little social circle, slap on your sluttiest lipstick or your spiffiest blue jeans and head here. Chances are you'll cozy up in one of Rudy's little red banquettes with someone new before long.

The Draw
Heated on one of those fast-food rotisseries and served with a plain white bun and a little mustard, the full-sized hot dogs are always free and always available--so long as "the hot dog guy" is behind the bar. The blackboard lists about 12 brews on tap, from Bud to Checker Cab Blonde Ale; Rudy's Red, the house brew, is dirt cheap but rather weak.

Wolf Parade at Terminal 5 on July 31, 2008

Comments

[Kathryn Boland]

Hey David,

I totally agree that there is a benefit from giving something away for free but also a benefit of gaining contact information. It all depends on your product and what you are trying to sell.

But what really interested me about your post was the Wolf Parade show which I saw on Monday in Ottawa, ON. I have been a reader of your blogs and books for a while and it caught me off guard. It is awesome to hear that you liked the band!

[Jen]

I like the idea of giving things away for free as well. In fact I'm publishing a short eBook online for people to read, without the need to download anything or give their names. Some folks who download eBooks never read them, but if all the content is online and can be accessed at their convenience, then I think more people will read the material. Plus I can put adds on the site to cover server cost and so forth. There's always a catch somewhere but if the content is great people will always come back for more.

[Michael A. Stelzner]

Hey David;

I am a big fan of free or viral content.

But I also am one of those folks who think you can have it both ways.

There's a new company called Docmetrics.

They allow you to embed optional or required forms (or polls) into your viral PDF documents.

This provides the ability to "ungate" the content and still collect stats on readership, collect poll data and yes collect leads in a very effortless way.

I think we will see more of these types of tools that bring the best of both worlds together as Adobe improves the PDF platform.

Mike

[Mark Alan Effinger]

Hey David,

You know, it's a question that I'm wanting to address as we speak.

I've always wondered how powerful your list would be if you had required an email to download either of the New Rules ebooks.

I see Andy Wibbels (BlogWild) really building a list and pushing his product to achieve valuable status.

Then I see you and Seth Godin pretty much providing transparent access to your content, yet thriving as well.

I think the misnomer is "control". As though we control, or present some mojo over our readers if we compose kick-ass offers and slam them with email.

I've seen you absolutely thrive, and become one of the finest industry pundits in a few short years (yes, no need to remind me of the 20+ years honing your craft and building your rep for that "overnight success"...;-)

Control. Hmm...

Frankly, I appreciate your zen-like approach to customer engagement. Non-invasive, intelligent, always bringing something of value to the table.

That's the secret.

AYS
ME
http://www.RichContent.com

[David Meerman Scott]

Thanks all, for the discussion. Interesting stuff here. I do have a bit of a hybrid since thousands of people subscribe to this blog via RSS feeds and FeedBlitz (email subscription).

Kathryn, My 15 year old daughter is doing a great job of introducing me to new bands. We are going to see the New Pornographers tonight.

David