Continuity Marketing: Pleasures and Pitfalls

One agency talked a pet food manufacturer into testing a continuity program; they forgot the obvious: when you start sending heavy cans of dog food and bags of kibble, your shipping costs eat you alive. (Plus, dog food is available in every supermarket.)

But, if you can come up with a product or service that people want—or need—and do not want to think about having to reorder, continuity marketing is wonderful for everybody concerned.