January 10, 2023

An Example of a Customer Acquisition Strategy

When I get emails asking for examples of Customer Acquisition programs that meaningfully grew a brand (heck, defined a brand) I'll bring up Duluth Trading Company (click here).

That's when people start HOWLING at me.

"That's an advertising campaign, not a customer acquisition campaign." (hint - if you do advertising well, you get new customers ... duh!).

"I don't want to hear about a man needing underwear, their campaigns are stupid and relate to the lowest-common denominator. Be better, Kevin." (hint - they are speaking to their target audience, what kind of tepid speech do you use with your customer audience).

Here's the problem. The salad years are over. The days of putting together tepid creative and saying "Google, Facebook (and for catalogers the catalog co-ops), get me bulk names at a bulk price" are over. They were ending prior to COVID, then stores were shut down and customers "had" to buy from you and we were on the gravy train ... now we're picking up where we left off with additional difficulties.

I'm not saying you have to do what Duluth Trading Company did. I'm not saying you have to do what Progressive does with Dr. Rick.

I'm saying you have to do more than this:

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