December 28, 2011

Low-Cost Customer Acquisition

Now, please take this infographic with a grain of salt ... there's a lot of theory and unsubstantiated numerical wizardry going on here ... click here for the article/chart.

The point isn't to argue or defend the chart ... the point is to get us to think about low-cost customer acquisition.

As catalogers, we cling to high-cost customer acquisition.  We love to pay co-ops and Google money for new customers.  It's easy.  It's predictable.  It scales ... we can hire one person to acquire new customers via co-ops and search ... one person!

A lot of what we're going to be asked to do in the future is like the old-school, two-step programs.  Remember those?  We'd advertise with a blow-in, allowing the customer to request a catalog ... this request got the customer on our customer file, where we'd market to the customer in the future.

Our future includes a lot of "two-step" activity ... using social/mobile as a "prospect list", eventually converting prospects into buyers, with luck.  At first, this won't appear to "scale", it will seem like a lot of work for very little payback.

It sure seems like we're headed in that direction though, doesn't it?


  1. Superb, brilliant weblog structure! I like your blog post Low-Cost Customer Acquisition and method of writing,

  2. This comment has been removed by a blog administrator.


Note: Only a member of this blog may post a comment.

Good Vendor Employees Are Working All Around You

So I'm on a Zoom yesterday, and the individual representing the vendor did SUCH a good job. What does doing a good job look like? Patien...