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Acquiring Customers

The second platform, in your marketing strategy is acquisition. The objective of every company, of course, is to acquire customers. When describing your acquisition plan, first choose the marketing vehicles and then explain how best they can enable you to reach your target market. Make sure you describe the phases of your advertising plan. For example, is your budget heavier in the first few months of the year and later tapers off, or do you have a consistent acquisition campaign running for many months?

Don't make the mistake of being too general in your description (“I will buy ads on local newspapers and radio”) or too unrealistic (“I will spend no money on advertising because I will trade my product or service for ad space”) in your marketing plan.



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