You have already chosen to receive updates on this topic.

you can review you topic selection in Your Warc.

OK

Your topic selection has been saved successfully.

You'll now receive a weekly Topic Update email when there's new content on this topic.

You can review your topic selections in Your Warc.


OK

You will receive a weekly email whenever there’s new content on this topic.

 

You can review the topics you follow in Your Warc.

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

Optus: ROI Facebook

This case study describes how Optus, a challenger telecom company in Australia, used social media to deliver a personal service and increase sales.

Babyshop embraces showrooming

This case study describes how Babyshop, a Norwegian maternity retailer, created a campaign to turn the practice of showrooming to its advantage, targeting customers in and around physical stores.

Dell: Take it easy – win the hearts of the IT administrators to win the contracts from the IT decision-makers

This case study details how Dell, the computer manufacturer, needed to improve brand consideration among Germany's IT decision makers, overcoming prejudice that Dell only sold value laptops.

University of Engineering and Technology Admissions 2016: Plant Lamp

This case study describes how UTEC, the University of Engineering and Technology in Peru, created lamps running on plants to raise the profile of engineering and encourage more people to apply to study with them.

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.

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.

How to use leaflets for customer acquisition

This article explains how to use leaflets in customer acquisition.

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