Referred to as "front-end marketing," customer acquisition is one of the most critical aspects of building a direct selling business. It is also typically one of the most expensive aspects of the business. This session covers the ins and outs of new customer acquisition and measuring success, online and offline. You'll learn:

• The role and importance of new customer acquisition to different business models


• How to measure and manage the cost of acquiring a customer and other front-end metrics


• Strategies for using lists, media, pay-per-click and search engine marketing to grow the customer file