Don’t put all your eggs in one basket
Brands should focus on attracting new customers rather than trying to retain old ones, says Jenni Romaniuk, co-author of How Brands Grow
Brands shouldn’t waste time on keeping customers for life but rather focus on attracting new ones, according to Jenni Romaniuk, co-author of How Brands Grow, a book detailing decades of research on marketing.
The Australian, who is associate director at the Ehrenberg-Bass Institute – the world’s largest centre for research into marketing – said that many companies focus too hard on retaining customers, at the expense of attracting new ones.
“As a brand ...
