The New Alternative

The Vermont Teddy Bear Co. — whose brands include PajamaGram, Calyx & Corolla, Gift Bag Boutique, and TastyGram — uses DR radio, DRTV spots, and magazine and online advertising. Sarah Pribram, the company’s director of sales and marketing information, notes that the company spends less to acquire customers via mass media, like TV and radio. But the lifetime value of those customers, in turn, tends not to be as strong as ones acquired via direct catalog mailing.