Prospecting: Shop from Work Week, Social Forwarding Increase Better 
World Books’ Customer Acquisition Rate

Shop from Work Week was promoted to current customers via an email campaign and to prospects via Better World Books' affiliate network, public relations campaigns, Facebook posts and tweets from its Twitter account. Prospects also learned about Shop from Work Week via emails forwarded to them by current customers. "The unique nature of the program — which accelerated social forwarding — helped Better World Books' rate of customer acquisition increase by 30 percent during the promotion," says Ujda.