RE: Intelligent Advertising (was Re: Venting)

From: Rob Frankel <rob_at_robfrankel.com>
Date: Fri 27 Jul 2001 10:48:06 -0500

KELLEY MITCHELL <esc1krm_at_ups.com> WROTE:

>Tom is absolutely right in that the value of the customer
>over time is critical in maintaining advertising success
>(would Rob Frankel agree that a repeat customer has
>become brand-loyal, or simply had a positive user
>experience?) Initial acquisition is just the beginning
>- I simply try to break even on cost with the initial
>purchase - it's the repeat purchases that make us money :)

Why not both? A positive user experience is part of a
brand strategy, is it not? The only part I don't agree
with is breaking even on the first purchase.

Where I come from, we make a profit on every transaction.
The well-branded clients just make more profit per
transaction.


Rob Frankel, "Yes, I really do turn users into
  evangelists for your brand."
Big Time Branding (TM) http://www.RobFrankel.com
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Received on Fri Jul 27 2001 - 10:48:06 CDT