The New Alternative
Beyond budgeting and testing, noncatalog prospecting requires a fresh approach
But what’s a cataloger to do if, as Marc Coan, owner of Made in New Mexico, points out, you want to come up with another way to prospect? “We have the infrastructure in place,” he notes. “How do you get to the next level?”
Alternative prospecting media includes radio, TV, inserts, space ads, newspaper free-standing inserts (FSIs), affiliate networks, banner ads, public relations and even billboards. Consider such media if the following is taking place:
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