DRTV and Radio: Think Outside the Book, Part II
As traditional catalog prospecting for new customers gets more and more challenging, consider two proven media channels that have been steady workhorses for other types of marketers for more than 50 years: television, and radio.
Direct Response Television (DRTV):
If a typical catalog has 150 to 200 products, there usually are one or two hit products that are worthy of elevated promotional efforts. Perhaps the most famous example is Sharper Image’s Ionic Breeze® Air Purifier. This product started in the catalog with strong sales, but sales exploded after the product was promoted via an infomercial. Not only has the airing of the infomercial helped product sales, it’s been an excellent resource for building Sharper Image’s brand as well as its customer file.