There a certain keys to a marketing system which I thought were worth mentioning.
• Affordability: There is no free lunch in marketing. If your average transaction value is €1000, but you are only willing to spend €10 in acquiring, then there is no point in terms of talking about marketing. However, this does not mean that one does not operate within a budget. Affordability improves with reducing waste.
• Efficiency: Marketing systems must be targeted to reach only those people most likely to buy – without this, you cannot achieve consistent affordability. Targeted prospects, who are interested in buying, are what we are talking about.
• Increasing the quality and reducing the quantity: By improving the quality of both the prospects selected, reached and communicated with, you can change the numbers in your favour.
