Verizon's practice of offering freebies may be doing more harm than good.

In the past, receiving a small item from a large company felt special. A logo pen, coffee cup, or branded shirt seemed unique because alternatives weren't as accessible. A physical calendar could be useful as a desk tool or conversation piece.

Now, these items often seem useless.

Consumer choice has greatly expanded, with fast deliveries, numerous online stores, and a focus on gadgets that should improve daily life.

A $10 Token

A basic calendar, mug, or hat from a telecom company feels outdated, showing some thought but not much else. To make a customer feel valued, the company needs a better approach.

A bill discount would be more effective. If a company like Verizon wants to reward loyalty, it shouldn't offer an item that will likely be discarded. Instead, it could deduct $10 from the monthly bill; even $5 would be meaningful.

Prices are increasing for groceries, rent, and utilities. A free item that doesn't offset these costs is unhelpful. A real financial benefit, even a small one, shows understanding. It communicates, "We recognize your monthly payments, and appreciate your commitment." A free mug lacks this impact and only offers fleeting amusement.

Freebies Persist

Companies don't offer free items without expecting something in return. These items are a marketing tool to maintain engagement and brand awareness. However, there's a distinction between engagement and appearing condescending.

Commitment should be acknowledged. A customer of many years has experienced rate increases, network changes, and technological advancements. They've remained loyal despite competitor offers and service issues.

Ideally, long-term loyalty should receive significant recognition. While a free year of service is unrealistic, it highlights the idea that loyalty should be rewarded in a way that improves the customer's situation.

Telecoms have financial constraints. However, there are options between a calendar and a fully comped annual plan.

Telecoms that rely on outdated freebies to build customer appreciation need to reconsider their strategy.

The concept of an office "pizza party" is often criticized. To encourage loyalty, reward it in a way that provides real value.