Dave Smith

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,

Integrating catalog, online, and retail divisions to offer multiple channels has become more the norm rather than the exception when it comes to catalog prospecting. So how can a traditional cataloger find new ways to prospect for customers in a such dynamic environment? Consider thinking outside of the book itself and going back in time. Take a look at a proven media channel that’s been a steady workhorse for other marketers for decades: insert media. While there are some catalogers using insert media as a viable channel for customer acquisition, the vast majority don’t. Insert media represents a cost-effective way to reach proven mail order

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