Beyond budgeting and testing, noncatalog prospecting requires a fresh approach

By Shari Altman

Having set your testing budget, determine which media to try. Your overall budget impacts decisions. DRTV can be hugely successful, but it’s the most expensive. Print requires significant investment, as well; radio and inserts less so.

Direct Sales or Lead Generation?
Beyond determining your budget, decide whether you want a direct sales approach or lead generation. Direct sales requires that you have appropriate “hero” products that can stand alone to capture interest and sales. Without a hero product, you’ll need a lead-generation approach.