1. Your front-end/acquisition strategy has only one primary goal - to gain a customer.

2. Your objective is not (necessarily) to generate a profit from this sale (but heed this proviso).

3. Your goal is:

   A. To have extraordinary customer services.

   B. To have a single SMART objective.

   (See these specific recruitment goals)

   C. Use segmentation marketing to only contact serious prospects (with both historical and customer insight to guide you)

   D. To use a media neutral planning strategy to deliver the ideal customer contact strategy.

   E. To get them to stop and pay attention by using a crystal clear proposition.

   Test its impact and relevance. A banner ad is a quick and inexpensive way of doing this.

   F. To focus on you (the prospect/customer), not you (the company).

   G. To make trying/buying your product/service (for the first time) irresistible.

   Take away the perceived risk of purchase.

   H. To get them to immediately understand your USP and then trust your brand promise enough to trial, test or buy.

   I. Make it really easy for them to respond.

   J. To code, track and evaluate everything.

   K. To get an optimum frequency of communication for your target audience.

   L. And finally to capture them on your database to drive your loyalty strategy.

   Do all this and your conversion rates, and profitability, will rise dramatically.

1. Identify your target audience.

2. Target them through a cost effective media neutral strategy.

3. Sell your product/service.

4. Capture information on each new customer.

5. Build/analyse your database.

6. Contact your customer base regularly via a loyalty programme.

7. Increase their spend (Cross-sell/up-sell/renewal)

8. Increase their Customer Lifetime Value.

9. Analyse/invest in your database.

Continue the cycle.

1. Direct Marketing

2. Sales Promotion

3. Digital

4. Advertising

5. Public Relations

6. Field Marketing