Brookstone Looks For Stability With Single List Source

August provided an example of Brookstone getting real-time customer views resulting from its marketing efforts. The company recently bought radio ads in Tampa, Fla., and Dallas for a new Brookstone product being offered. The product was available to the rest of the country, but Brookstone wanted to know how effective its ad dollars were. So the marketer tested just those two markets. Although he wouldn’t share the sales results, August said the real key was being able to find out right away how many units were sold in those cities compared to the rest of the country.