January 2012 Summaries

New Relic is leveraging t-shirt giveaways as a marketing strategy to attract new users to its app performance management service, which is designed for organizations with critical web applications. By offering free t-shirts as an incentive to deploy their software, New Relic aims to encourage developers to try their product and discover its benefits, hoping to convert a percentage of them into paying customers. The company acknowledges the novelty of their SaaS tool and employs this approach to overcome initial hesitations from potential users. Existing customers are also considered in these promotions, with opportunities to receive rewards by referring friends who deploy New Relic. This strategy aligns with their freemium model, where a significant portion of users may never pay, but the minority who do provide sustainable revenue. New Relic's campaign reflects a preference for direct customer engagement over traditional advertising, emphasizing their commitment to developer communities globally.