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Acquisition marketing is simply about acquiring new customers. It’s what most business owners do. It’s about ads in newspapers, magazines, and on the Internet. It’s about ads on the radio and perhaps TV. It’s about coupon books (really, coupon books should be focused on acquiring new customers). It’s about ads on bus stops, billboards, and in restrooms (we know!). It’s about PR – but only when you are ‘newsworthy’ and have ‘relationships’. It’s about events – seminars, open houses, in-store sales. There are a lot of different types of acquisition marketing campaigns. Some work and some do not.
The challenge is: how do you know which ones will work and which ones will not? The answer is it comes down to data and math and you need to:
1. Understand who your prospective customers are (as we say – demographics and geographics).
2. Understand how many impressions a campaign can deliver (real impressions to the segment that matches your prospective customers).
3. Understand what conversion rate you should expect (i.e. the percentage that will buy something).
The good news is we can take care of the data and the math for you. We can ensure your acquisition marketing campaigns are as effective, and cost-effective, as possible.