Using Alternative Media to Build a List

She explains, “You end up bringing in a customer at a lower price point. If you have an average order of $150, and you try to bring in new customers with a $15 clock, then what do you do with them?”

Lois Geller elaborates, “For a vitamin product, you can sell off the page with a loss leader, but for an apparel or home product, you have to use regular price because space ads are also branding. If you’re Haband, you can sell off the page at a discount, but if you’re Neiman Marcus, you probably can’t.”