Nine Tips for Two-step Acquisitions

Some companies think big on a small scale. They select prospective customers from a regional area, limit the attendee list to 10, and use local speakers and media correspondents.

8. Think 10 times beyond your usual expense budget. Too often catalogers don’t explore the option of space ads because the immediate reaction is: “We don’t have the budget.” On a small scale, running one space ad in a region for the usual investment may not yield adequate payback. But run a what-if scenario that identifies an acceptable return. Using historical performance as a benchmark, determine if running the ad in all regions and in sister publications blankets the marketplace. Granted, you’ll invest much more money than you ever thought, but is the payback 10 times more new customers than you imagined?