Direct to consumer startup Crown Affair's special strategy to acquire customers - Business Insider

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This 28-year-old founder just raised $1.7 million for her first startup, after years of building up other people's companies. Here's the one key strategy change she's making.

For example, Intercom, a startup that makes solutions for customer support, has exposure to potential customers every time they visit the website of one of Intercom's customers and see a pop-up saying, "Hi! How can we help?"

Crown Affair has a business model that should require some paid customer acquisition to jumpstart growth.Bebeto Matthews/AP Looking back, Cohen said many of the strategies around getting new customers involved spending millions of dollars on ads, promoted posts on social media, and sponsored content from celebrities.

 

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