Acquire New Customers... Without Spending $1K/M (1,696 words)

In 1995, catalog consultant Jack Schmid wrote:

You must have an alternate plan for reaching and attracting new customers. Believe it or not, there is life after list rentals. Successful catalogers realize that renting lists of mail-order buyers is but one of dozens of ways to find and attract new customers. Consider the following alternatives for building your customer list that don't require postage: magazine and newspaper advertising, referrals, package inserts, co-op mailings, television/radio, card decks, trade shows, credit card inserts, doctors' or dentists' offices, or public relations.