Leaflet printing to focus on customer retention messages?

Firms using leaflet printing may wish to turn their attention to customer relationship marketing, it has been suggested.

Companies that use leaflet printing as part of their marketing strategy may wish to focus on retaining customers, following recent comments.

Chief executive officer of Publicis Dialog Mike Welsh stated in Marketing Week most brands are putting more energy into developing relationships with their existing buyers, as it is more profitable to do so.

"It's seven times more expensive to acquire a new customer than retain an existing one," he explained.

Mr Welsh noted direct marketing - such as leaflet printing - is an effective way of communicating retention messages.

This is particularly important in the mobile industry, he observed, as handset penetration has been at 100 per cent in the UK for a while, meaning networks highlight how well they treat their customers in their advertising campaigns in an attempt to steal consumers from each other.

Recently, Mark Thompson - media director of Royal Mail - stated in an article for the news provider that firms should concentrate on building long-term relationships over the Christmas period.