Playing by the Rules

By its very nature, “prior business relationship marketing” means follow-up communications to existing customers and prospects.

While this is a successful model, it limits any marketer with an impetus to acquire new customers. But the off-line world concept of endorsed or affinity mailings may be adapted to the “prior business relationship” framework for successful acquisition efforts. In other words, two complementary companies, such as Spiegel and American Express, mail co-branded messages to one another’s carefully selected, screened house file.