DRTV and Radio: Think Outside the Book, Part II

Media and Production Costs: You should be able to produce a radio spot for around $5,000 and test the media channel with another $15,000 to $20,000 to get a read on whether radio has any promise for your catalog.

DRTV and Radio both represent potential new prospecting channels for your business. If you believe in the idea that multichannel marketing is effective, and that each channel builds off of others, then these media channels can be incremental new sources for customer acquisition and can help build your brand. The majority of catalogers still think “inside the book” when it comes to customer prospecting, so there’s a lot of potential waiting for the catalogers that expand their marketing horizons.