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Customer acquisition


Key reading

Peparami

A practitioner's guide to customer acquisition

This detailed guide offers the building blocks for setting up KPIs and how they drive profitability. It also includes an overview of each of the major channels available, and practical guidance on how to use them individually and collectively to deliver success.

Growing by growing distribution

Byron Sharp and Kate Waters argue that advertising is a weak force compared to personal recommendations.

Acquisition is the only reliable route to growth

Les Binet and Peter Field on loyalty – and why aiming to gain new customers is more effective.

The business benefits of customer management

A new model of customer management and good practice in customer acquisition, penetration and retention.

Breaking the habit code

TNS research offering a psychological perspective on how marketers can change consumer habits.


Latest case studies

Rip Curl: Search GPS

This case study demonstrates how Rip Curl, a major Australian surfwear brand, halted the long-term sales decline by tapping into surfers' desire to find, capture, relive and share their perfect waves.

Fedrigoni: The Paper Skin

This case study shows how Fedrigoni, a paper manufacturer, increased brand awareness and sales by partnering with the camera brand Leica.

Coca-Cola: The Emotisongs

This case study details Coca Cola's campaign in central and southern Europe that cut famous music videos down to a 5 to 15 second essence to be used as an emoticon: Emotisongs.

Coke Zero: Drinkable advertising

This case study describes how Coke Zero, a Coca-Cola brand, created Drinkable Advertising in the US in order to drive trial among millennials as 80% of them have never tried Coke Zero.

Latest articles

Direct Mail: Email is fast but letter is better

This article looks into the continuing power of physical post over digital communications in direct mail.

How to use natural search (SEO) for customer acquisition

This article explains how to use natural search (SEO) in customer acquisition.

Breaking the habit code

This article looks at how marketers can create or change consumer habits.

Ecover's makeover

Ecover, an eco-friendly detergent brand launched over 30 years ago, found that by 2011 the UK market had changed considerably with an increasing number of competitors, including P&G and Unilever entering the 'green' space.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com