Get Creative As You Prospect

What’s more, don’t assume that these newer, “alternative” methods won’t perform as well as the more traditional options. Eileen Schlagenhaft, director of marketing at produce cataloger Cushman’s Fruit Co., says these methods have out-performed many more traditional efforts.

For example, the Crutchfield consumer electronics catalog is “always trying to find new customers beyond traditional list prospecting,” says its director of marketing strategy and catalog production, Michele Rick. “Many of these efforts have not only helped us grow our file; they’ve also made us less dependent on any one program.” Crutchfield uses print, radio, paid and organic search, price comparison engines and affiliates, and Amazon. What’s more, the cataloger has tested eBay.