In the old days of the National Basketball Association, you got three free throws to make two shots.
We need to pay attention to this type of trend.
It is better to mail three 80 page catalogs than it is to mail two 128 page catalogs.
It is better to acquire three online customers at $10 future profit per customer than it is to acquire two 55+ rural shoppers via print at $14 future profit per customer (heck, it is better to do both!).
It is better to send three email campaigns per week to your most loyal email subscribers than it is to mail two email campaigns per week to everybody.
Think about the ways you can maximize three smaller events over two bigger events.
The Master Sheet: Customer Value
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