ABSTRACT
Marketers should optimise their marketing investment returns by focusing their spend on the high-impact touch points and messages that have the greatest influence on people, when choosing "when" to talk with people. Entrepreneurs probably understand the value of focusing on high-impact touch points better than anyone. Typically entrepreneurs start a company with limited money – be it their own or that of an equity partner – as well as limited time to prove the success of the concept. This chapter focuses on two communication strategies that help optimise investment return and therefore interest the Board: leveraging highly influential, low cost touch points and giving people a reason to act now and turning new customer relationships into deep customer relationships in the first 180 days. Additionally, in service-orientated businesses, it's important that companies turn new customer relationships into deep customer relationships, thereby driving cross-sell and referral.
