Beyond budgeting and testing, noncatalog prospecting requires a fresh approach

By Shari Altman

In multichannel marketing, it’s the rare cataloger who won’t want to seek out alternative strategies for prospecting. Being a “one-trick pony” and relying on traditional catalog direct mail is risky in the current economic and competitive environment.

The keys are determining which media make the most sense for your brand, identifying goals, gathering input from knowledgeable experts and testing until you find your path to success.