For no marketing objective has so much money been spent as for the acquisition of new customers. That the expectation and success often diverge widely is no secret.
The following questions are then often neglected:
Who are my target groups?
How, where and when will I reach a target group?
Can I subdivide a target group in meaningful subgroups so as to reach them better?
When selecting the correct tools for the acquisition of new customers, exceptionally high requirements are imperative:
Important features when selecting the tools
Dialogue ability
Personal approach
Presentation possibility
Combinability
Speed
Response measurement
Low contact costs
Suitable tools and response elements
Field work
Direct Mail
Catalogue
Phone
Email
SMS
MMS
E-Coupons
Legal aspects have been deliberately left out. Very restrictive guidelines are applicable when establishing the first contact, in particular, in business-to-consumer transactions.
