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Every marketer knows intuitively how incredibly valuable their customer base is, but you need to be able to accurately quantify that, and then be able to cost effectively cultivate it. But how do you profitably reactivate your existing customers?

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So the shops have reopened and we’re back to cautiously treading the path to normality. Where the path leads, no one is quite sure but this is all of our ‘normal’ now and that means making hay whilst the sun shines. And that means getting customers back on board as quickly as possible and keeping those who’ve been with you throughout to stay.

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What's on offer for those in the west and Wales in the coming months from the DMA, IDM and Employability

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We interviewed Andrew Boulton, Freelance Copywriter and Senior Lecturer of Copywriting and Creative Advertising, for our Great British Creativity campaign. Read what Andrew has to say about his new book, Copywriting Is, and his experiences and advice on the beautiful, bizarre world of copywriting.

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