March 30, 2016

Siphoning Customers = A Customer Acquisition Strategy

Don't want to create your own mini-movie? I get it.

Look at what Nordstrom does to the River Island video we discussed yesterday? They pay to get an ad run right over the top of the video. You want to see River Island brilliance? You have to sit through an old-school Nordstrom ad.

Since you don't want to take a risk and do something with a low probability of success (but a high upside if success happens), why not consider doing what Nordstrom did? When somebody else does something brilliant, sit on their shoulders with an ad.

I know, I know, you don't like the idea of creating a mini-movie, and you don't like the idea of siphoning off customers. That's fine. But you're going to have to come up with something clever at some point, right? You have to try something, right?