A Five-Step Media Plan for Catalogers (1,027 words)
• Already have good suppliers.
• Be satisfied with existing service and price.
• Prefer to shop at retail.
• Be creatures of habit going to existing catalog or retail vendors.
• Experience inertia for making a change.
It is no wonder that for many mailings, 99 percent of people don't respond.
5. Break out of the box by testing alternative media.The challenging question that all catalogers need to ask themselves is: "If lists aren't working or even coming close for new customer acquisition, do I still have a business?" There is an alternative—in fact lots of them—called alternative media. The last paradigm shift that all catalogers—business, consumer and retail—need to commit themselves to is to put some of the new customer acquisition budget into new media. The list of new media that are working for catalogers is impressive. But the name of the game is "test, test and test some more." Just look at the types of new media that are available:
- People:
- Jack Schmid
- Places:
- Mission, KS.
- Shawnee