February 23, 2016

Headphones

Here's a slide from the customer acquisition presentation.

Now, I prefer my Sennheiser headphones. Their sound signature is amenable to my listening habits.

But that "b" on the cans, when worn by famous people, that "b" surely communicated a message. It was a brilliant customer acquisition strategy. Then you sell tens of millions of 'em in an Apple store, 

I know, I know. You sell widgets. You can't put a "w" on the end of a widget and then pay Jennifer Lawrence three million dollars to hold a widget on the Red Carpet at the Oscars.

But you can do something, right?

Profit per New Customer

It's common for folks to measure cost per new customer. Total Marketing Cost = $10,000. Total New Customers = 130. Cost per New C...