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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

50 years of Fiesta Ferrero

This case study shows how Ferrero snacks created an integrated campaign in Italy to penetrate a younger market with its ailing Fiesta brand.

Vodafone: Prepaid SIM cards for pupils

This case describes how Vodafone encouraged parents to buy their children a mobile phone in the Czech Republic.

Heineken Ireland: Heineken DAMOC coolers

This case study explores how Heineken made use of innovative new technology to increase interest in its faltering Heineken Served Extra Cold option.

KBC: 5 euro

This case study describes how one of Belgium's biggest banks, KBC, built upon its past association with summer music festivals to develop a unique campaign to engage teenagers.

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 inserts for customer acquisition

This article explains how to use inserts 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