Customer acquisition cost

What is the customer acquisition cost for a film/audio equipment manufacturer and/or reseller?

Jim Flannery Founder of Open Source High

June 3rd, 2016

Anyone know how much it costs these companies to acquire a customer?

For manufacturer's, I'm thinking companies like Nikon, Canon, Shure, Rode, GoPro, Adobe (cameras, microphones, editing software)

And then for resellers, I'm thinking someone like B&H Photo Video.

Peter Bray CEO at Bray & Co

June 3rd, 2016

Hi Jim

That is a very broad question. It completely depends on the channel, the maturity of the brand and the price point (among other factors). There is no answer to this I am afraid. Also some companies' MER (marketing expense ratio) may be defined differently according to their own standards. The best answer for you is that it would be beneficial for you to work out your own CPA - it will guide you far better than any generic data. I would suggest doing a small targeted online campaign, then continually evolving it downwards. Small bets until you get the number you need.

Jim Flannery Founder of Open Source High

June 3rd, 2016

I'm actually using this information for customer development purposes.  I am looking at these companies as potential advertisers or affiliates on my website and want to know how much they are spending now to understand how much value I can bring them.