Beyond budgeting and testing, noncatalog prospecting requires a fresh approach

By Shari Altman

Recognize the limitations inherent in your brand. Made in New Mexico was unsuccessful at lead generation in a regional lifestyle publication. The number of appropriate prospects as a proportion of the overall magazine circulation just didn’t justify the expense.

Never doubt the need to “test, test and retest,” as Eastman Vidal of 1-800-Flowers.com recommends. Her comment underscores the fact that it can take a bit of trial and error to find the right creative to make a given alternative media work.