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Carpenter Public Relations Launches Customer Acquisition Services

Core PR Campaigns Build The Brand; Customer Acquisiton Campaigns Accelerate the Brand by Pinpointing Who Your Best Customer is, Finding Thousands More Like Them Around the Country and Empowering Them to Act.

Tampa, FL, August 22, 2008 --( Carpenter Public Relations, a premiere marketing communications consulting firm, is continuing its accelerated and planned growth with the launch of its new customer acquisition marketing services. As part of its rollout, the firm announces a strategic alliance with Intelligent Targeting of Tampa, a national leader in consumer analytics, segmentation and data.

“In today’s business climate, most businesses want their marketing investment to build more than just a brand, they need customers to keep it profitable. The customer acquisition services we’re offering complement our core marketing philosophy of accelerating a brand’s growth with a direct response/action after public relations has built a level of trust, understanding and credibility with its core publics,” states Scott Carpenter, president, Carpenter Public Relations.

Some of the customer acquisition services the firm offers for local, regional or national campaigns include:

Brand Forward: Determine a voice, tone and message; a unique position in a cluttered market; measurable objectives; schedule and steps toward short- and long-term success.

Modeling / Profiling: Using hundreds of data points extracted from an existing customer database, find what makes the best customer (with the greatest purchase power) truly ideal and create a composite model of that customer. This service can also be used to strategically forecast who that ideal customer is if a database is not large enough to create a profile.

Selection / Identification: Use the model of the ideal customer to find more just like them through cPR’s/Intelligent Targeting’s access to 75 million e-postal addresses, 200+ million consumer records and 100+ million household addresses. The service is more than just purchasing a list, it is a strategic selection of potential customers matching the exact attributes of the detailed model with consumers who have already agreed to receive promotional offers through double opt-in marketing agreements.

Direct Response: Creation of communication materials (for delivery through e-mail, interactive media and direct mail forms) that generate a measurable response to a client’s Website, a promotional blog or store purchase. The materials could vary from a single message/promotion to an ongoing series of communications (promotional coupons, reminders, appointments, newsletters).

“We specifically chose direct marketing as the best approach to acquire customers for our clients looking to build off the PR success,” states Carpenter. “Through the data we have at our disposal through a true national leader, we can implement a targeted approach through verified e-mail and household addresses to people who want promotional offers (and buy from them) rather than using a blast approach to consumers who are not the ideal prospect. This approach not only provides a quantifiable way to measure objectives but, as new research indicates, it provides a much higher return than comparable paid media alternatives.”

To demonstrate this fact, Carpenter points to a recent Direct Marketing Association report that said certain aspects of direct marketing produced better results (ROI) than traditional paid media, such as:

Commercial E-mail

$45.65 for every dollar spent

Internet Marketing

$20.19 " " " "

Direct Mail

$15.60 " " " "

Magazine Advertising

$10.10 " " " "

“Similar customer acquisition programs have been available for country’s largest companies with big budgets to get consumers to order from a Website, direct them to a specific store or to order through the mail. However, our alliance is designed to bring the same direct response benefits to mid-sized companies looking to gain a competitive advantage and grow their market share locally, regionally or nationally.”

Carpenter notes that the services are applicable to both the business-to-business and business-to-consumer markets. “Truly, every type of business can benefit from these customer acquisition services.”

A world-class boutique firm, Carpenter Public Relations provides strategic integrated communications counsel, including corporate and product communications, public relations strategy development, national media relations, promotions, special events, product introductions, crisis management as well as corporate identity, new media, customer acquisition and advertising. cPR, with offices in Tampa and Sarasota, is on the Web at

Contact Information
Carpenter Public Relations
Scott Carpenter

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