Good question – and I would suggest that instead of 'how many impressions', the focus should be placed on how much money you would be willing to invest in order to acquire the new customer based upon the life-time value of the customer.

Then, you invest that budget to test frequency, timing, channel, message, offer and creative in order to identify ways to lower your cost to acquire without negatively impacting life-time value.

Pat

Thanks,
Dan

Thanks for a great reply – and I like the idea of breaking #1 into 2 pieces – Accuracy and Identify.

As for Frequency, I was attempting to address the all too common problem of “One and Done Campaigns.” Successful marketing and sales organizations are always generating leads, while less successful organizations have a tendency to have start and stop dates. The problem with the start/stop approach is that when you stop, you 'go dark' and that means you are likely to be forgotten by the buyers.

Now, to your question concerning the 'best way to get someone's attention' – that depends on a variety of elements. (I am thinking back to the box of live lobsters one company sent me several years ago – it got my attention on the first try! Too bad I wasn't buying what they were selling.)

I love your 'no brainer' comment to #4 – and your own blog post seems to touch upon a prime example of “Quantity is everything – I gotta keep my salespeople busy!” Of course, the salespeople are busy being rejected 98 times out of 100, and they are being assigned a couple hundred new 'leads' every day (which no single person can ever possibly work properly) so the burn-out and turnover is crazy. And that leads to higher recruitment and training costs plus lost productivity and opportunity with a dash of bad customer experience tossed on top.

Let's connect by phone next week regarding your post!

Best,
Pat