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Customer acquisition

Key reading


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

Volvo LifePaint

This case study explains how Volvo, the car manufacturer, focused on the safety of cyclists to help sell cars in the UK.

Meetic/Match: Love Your Imperfections 1

This case study explains how Meetic, the online dating subscription service, fought back against newer competitors in France, Germany, Sweden and the UK.

Febreze: WYGS Noseblind

This case study explains how Febreze, the odor elimination brand, persuaded people that they had become immune to smells to increase sales in the UK and Ireland.

UK Government: The Missing Millions - Giving Expats Their Voice

This case study explains how the British government used digital ads to increase the number of voter registrations among British people living abroad.

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 compile profitable sales leads

This article suggests that good sales leads require a nuanced relationship with social milieus, professional associations, and a number of other indirect routes to lead generation.

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.

Jeyes Bloo Acticlean: A fresh Bloo challenge

Jeyes Bloo, the toilet cleaner and disinfectant range, relaunched its Bloo Acticlean in-cistern product in the UK.

Want to find out more? Contact us

Monique Dolbin


Monique Dolbin
+1 202 778 0680

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200