The $39 Dollar Experiment; Going Out with a BANG!

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When Tom Locke took his now infamous leap, launching "The $39 Experiment" in early 2006, he had no idea what size stir he was about to set off. After all, mailing 100 letters to random companies, using an ordinary $39 roll of postage stamps didn't seem like a newsworthy event at the time.

That was then, this is now. Today Locke enjoys a modest "stardom." He has been guest speaker on various television and radio programs, and is a household name in hundreds of thousands of homes with persons who have e-mailed him. All as a result of contemplating an unused roll of postage stamps and musing: "You can't get much for $39 nowadays - or can you?"

The Challenge

The thought sparked an idea, the idea took root. Spurred on by his self-imposed challenge, Locke decided to see just how far $39 really could go. He determined that he would contact various household product manufacturers, and write each a letter requesting a freebie.

Technically the experiment didn't cost $39. It was more in the realm of $52. The cost of envelopes, paper, and domain name for a freebie site from which to recount his efforts also were expenses connected to the experiment. But because the stamps were the most expensive aspect and were what initially started the ball in motion, the project became known as The $39 Experiment.

The Experiment Evolves

What began as a casual search for 100 household products from which to glean 100 different addresses became more of a challenge than Locke expected.

"Ninety-percent of the products in my bathroom were made by either Colgate-Palmolive or Procter & Gamble; most of the stuff in my kitchen was made by Kraft, Nestle, or Hershey."

Cosmetic products especially can be put out by the same manufacturer although they bear different name brands. Locke also found that most large manufacturers offered no physical address on product labels or on their web sites - with the exception of pet product manufacturers.

Locke realized he would have to broaden his scope in order to complete his mailing list. He modified his goal to include not only manufacturers of home products, but other types of companies, as well. Fast food chains, hotels, car rental companies, auto manufacturers, and more. The experiment began to evolve and take shape.

The Quest for Freebies

Once the list was complete, Locke began the tedious task of creating 100 unique letters to send to each manufacturer, requesting freebies. Could Locke turn his initial investment of water into wine?

Realizing that sugar can sweeten a response, Locke wrote a personal message to each company before requesting a freebie - extolling the virtues of their products:

• To Frito-Lay: "Dear Sir or Madam: I love your chips. Potato chips, corn chips, baked chips, fried chips. I love them all. I don't know exactly what it is. I think you guys could stick a whole potato in a bag and stick your name on it, and it would taste good."
• To Nylabone: "Dear Sir or Madam: My dog (a random mutt) loves your "Healthy Edibles" bones; your bones are the only thing that stops this dog from molesting my leg while I'm working on the computer. Any chance you could send over some free samples?"
• To Smuckers: "Dear Sir or Madam: Do you know what my favorite breakfast is? I'll tell you. It's half of a brick of Philadelphia cream cheese, covered with Smuckers raspberry jelly. Refreshing and delicious."

Using a sweetened blend of playful kiss-up and off the wall wit, Locke spent the next 10 hours or so conjuring up every manner of content; introducing himself, commending that company's product, and making his appeal for a freebie.

The more letters Locke wrote, the more proficient and creative he became, and the more fun he had writing them. Through bloodshot eyes Locke wrote on; each letter written brought him closer to the end of the list.

The Waiting Game

Once all letters were written, they were folded and stuffed in self-sticking envelopes - Locke's one extravagance in the experiment. They were sorted into neatly stacked piles, secured with a rubber band, and mailed at exactly 9:00 a.m. on February 24, 2006. There was nothing left to do but sit back and wait.

Then, on March 2, 2006, "stuff" began arriving in the mail. The experiment had worked! The companies were responding back. First a trickle, then a deluge of letters and packages that contained everything from cents-off or free coupons, to pens, hats, and dog chews.

Bemused mail carriers arrived bearing each free gift: a $30 Mercedes-Benz keychain, an assortment of dog snacks totaling $25 from Eight in One Pet Products, an Avis $25 rental car coupon, and $35 worth of compressed air from Fellowes were among the wealth of merchant offerings that greeted Locke's eager hands.

And with the freebies came media professionals vying for an interview with Locke, and an unending stream of e-mails from experiment followers that frequented his freebie site.

"I lost count of the number of e-mails; on days when I was on TV or radio, I received thousands. My ‘record' day was over three thousand," said Locke.

In all, it was estimated that tens of thousands of e-mails were received during the course of the experiment. Without trying, he had become a celebrity of sorts.

Going out With a Bang!

By late May, Locke knew the experiment was nearing an end. Over one-third of the merchants Locke had written to had responded favorably with the requested freebies. The collection of free gifts had grown into a healthy pile, and Locke wondered what to do with them.

"I decided that since the inbound stream of freebies had basically tapered off, I'd go out with a bang," acknowledged Locke. And go out with a bang he did! Locke decided to auction the collection of freebies off on a 10-day eBay auction, and donate the proceeds to the American Heart Association, with the declaration he would match the winning bid dollar-for-dollar, up to a thousand dollars.

"The experiment was never intended to be a money making exercise, and as such, I just wanted to give something back - even if [it] did end up being only $162."

Summing it all Up

Locke's experiment proved successful in that he did prove that you can get a lot from just thirty-nine, well, fifty-two dollars.

Since completing the experiment, Locke says that despite companies that said "no" to his request for freebies or ignored his request entirely, his shopping habits haven't deviated from what they were before.

"I may chuckle and say, 'Hey, Carmex was my first freebie!' when I go to pick up a tub for $1.29, but I haven't stopped buying any one company's products just because I was rejected by them."

When asked what advice he had for persons embarking upon a similar experiment, Locke was to the point: "Have fun with it." Locke also said that when he initiated The $39 Experiment he knew that first impressions counted. So, "Be funny, witty, clever - deviate from the ordinary."

As for this author's request for a freebie of her own?

"Everything was auctioned off. Sorry!"