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Seems a bit pricey for a freebie. and gas cards are face value. AFAIK you can't buy a $100 for less than a $100. I really looked into doing this for people purchasing my top dollar package at the time a couple years back. Forget why I never follow'd through with it. I'd say a $25 freebie is more than enough to get the interest of people that would partake in such an advertising campaign. no need to go broke giving away the house ya know.
Most people I know would rather have saved the $100 and spent it on whatever they want to. Even if it's a guarantee that they will spend $100 on gas sooner rather than later.
I've thought about getting some ProV1's with my company logo and phone # stamped on them and giving out a sleve ($15) to my best clients.
Personally, I think $100 is a bit much. I think a personalized gift that cost less would mean more.