Circa 1992, about 2:00am my 386/33 with a SoundBlaster Pro gets my attention.

ACHTUNG!

I am in the middle of an all night, can’t save as you go epic battle with Castle Wolfenstein.
It not only was designed to get my attention, but I think scare me awake.

Fast Forward 20+ years, it takes a lot more to get my attention let alone scare me.

We continue to escalate the methods on how we get peoples attention. Sometimes through change from the norm, sometimes through humor sometimes through fear.

I’ve seen creative ways with big budgets and small budgets. Cool ideas often come from having NO budget too.
Often the value in the product is overlooked. The real value in an offering, whether service or product, is the foundation to all advertising. This gets missed. ACHTUNG!

You can spend hours and dollars to get someones attention…aka..the cost per click but miss all the critical pieces to actually build a business. Focusing on acquisitions and retention starts with the value in the product.

The ultimate measure of marketing is cost per acquisition. ACHQUISTION!

So generate cool ideas, enjoy the process, fill up your whiteboard. Not telling you to not do that.
Just trying to bring attention to the need to measure the right thing.

The lower your CPA and the higher your Viral Coefficient, the better.

Viral Coefficient is the topic of next article. Subscribe or follow on Twitter