
I was recently interviewed by Tim Furey, CEO of MarketBridge, on The Last Mile Podcast. Among our discussion of SAC, CAC, LTV, ROI, other three-letter acronyms, we also spent time on “first mile” marketing problems.
As a practicing performance/direct response marketer, I’ve always first asked myself or my clients a few strategic, or “first mile” questions. Questions like:
- Who is your target audience?
- What is your allowable?
- What is your objective with this campaign, product launch, etc?
- What does success look like?
I’ve had senior product managers, or product marketing leads respond with blank stares when I ask these questions. As a classically-trained direct mail (OK–I’m a “junk mail” guy), I learned to start with the allowable. Knowing unit economics and fixed or overhead costs, won’t guarantee a winning campaign or new channel test. But at least you won’t be in the situation of losing money on every sale, but making it up in volume.
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